A comprehensive introduction to graphic design theory.This textbook combines an analysis of historical thinking about design with contemporary critical theory. Throughout, explanations are linked to visual concepts, so the book is useful for studio instruction as well as freestanding lecture courses on history or theory. Promoting rigorous thinking as well as practical and technical proficiency, it encourages students to critique the professional design work they encounter, as well as their own studio practice. New thinking about graphic design, uniting a historical perspective with an essential critical background, is made accessible to studentsthis thinking would otherwise be available only in diverse and unsuitable readings.
Part 1: Laying the Groundwork: 1 Communication Models: Representing Thought and Action • 2 The Nature of Representation: What and How Things Mean • 3 The Dimensions of Context • Part 2: Theory from 1900 to the Present: • 4 The Language of the Visual World • 5 Modernism: The Utopian Vision • 6 Post-Modernism: Reading the World as Texts • 7 A New Paradigm: Designing Experiences, Not Objects
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