GRAPHIC DESIGN RULES

This book comprehensively analyses graphic design, starting from the most basic principles. While everyone has their own design habits, there are some common rules that every designer should pay attention to and follow, from the use of design software to the practical design process, to ensure an effective and attractive composition. The book introduces readers to over 60 of these rules, organising them into three categories -colour, type and typography, image and shape- to explain basic knowledge and design methods, showing how they are implemented in 40 projects. Readers also learn about the seven fundamental principles (Emphasis, Balance and Alignment, Contrast, Repetition, Proportion, Movement and White Space) that guide the choice of colour, layout and font and act beneath the surface to make the work stable and balanced – and how in the absence of this balance, the design will be weak and ineffective. The book explains how colour can be used to portray mood, light, depth, and point of view, while images throughout the text show how designers apply these basic elements to create unique graphic designs, from brand to product designs, print matter and books. The book provides tips telling readers what not to do to ensure their design message resonates.

Chen Meihuan, PhD in Design, is the deputy director of the Information Fusion Teaching and Research Center of the School of Visual Arts and Design of Guangzhou Academy of Fine Arts, and a young artistic talent of the National Art Fund. Her works have won many awards and have been selected for the 14th National Art Exhibition, Guangdong Art Exhibition, Florence Biennale, and other exhibitions.