Graphic design is at a crossroads. Looking back, one sees designers
engaged in a process where intuition informs the development of visual
rhetoric intended to evoke a response from a target audience. Looking
ahead, one sees them engaged in a process where research is integrated
into the design of objects and experiences for and with the audience. By
adopting interdisciplinary research approaches, graphic designers can
both question and affirm their intuitive inclinations, and place this process
in conversation with peers and even the lay public. Traditionally graphic
design theory has privileged intuition and creativity over empirical
research. This book seeks to provide an alternative approach to graphic
design theory by surveying the best work, past to present, on research
based graphic design theory.
The question then is: what are graphic design’s theories? It can be
argued that the art-based principles of graphic design-including (but
not limited to) contrast, hierarchy, repetition, alignment, and color-are in
fact theories proven through a long history of successful experimentation
in practice. Indeed, graphic designersthrough professional practice
have tested and retested to the point where it makes sense to refer to
these theories as laws or principles. Marty Neumeier’s and James
Souttar’s analyses of the work of John Rushworth, Massimo Vignelli,
Skills
Industry Experience
Skills
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