The Visual Dictionary of Graphic Design.pdf

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Gavin Ambrose/ Paul Harris
This book is a guide to the many and varied terms
used frequently within graphic design.
From Abstract
to Zeitgeist,
s
n
l
Bauhaus to Psychedelia, via Chroma
and Exquisite Corpse, this book will prove an invaluable
resource to anyone interested in graphic design.
Each term is explained and contextualised, giving the
reader an enhanced understanding of graphic design
terminology. More than
250 common graphic design
terms
are distilled and illustrated. From
practical terms
such as Asymmetry, Hierarchy and Tints to
movements
and styles
such as Surrealism, Pointillism and
Postmodernism, from
modern terminology and concepts
such as Bitmap, Mark Making and Vernacular to many
of the
traditional terms
still in current usage.
The Visual Dictionary
of Graphic Design
The Visual Dictionary of Graphic Design
An AVA Book
Published by AVA Publishing SA
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© AVA Publishing SA 2006
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise, without
permission of the copyright holder.
ISBN 978-2-940373-43-7
10 9 8 7 6 5 4 3
Design and text by Gavin Ambrose and Paul Harris
Original photography by Xavier Young www.xavieryoung.co.uk
Production by AVA Book Production Pte. Ltd., Singapore
Tel: +65 6334 8173
Fax: +65 6259 9830
Email: production@avabooks.com.sg
All reasonable attempts have been made to trace, clear and credit the
copyright holders of the images reproduced in this book. However, if any
credits have been inadvertently omitted, the publisher will endeavour to
incorporate amendments in future editions.
Gavin Ambrose/ Paul Harris
The Visual Dictionary
of Graphic Design
How to get the most out of this book
This book is an easy-to-use reference to the key terms
used in graphic design. Each entry comprises a brief
textual definition along with an illustration or visual
example of the point under discussion. Supplementary
contextual information is also included.
4
Introduction
6
7
This French poster (far left)
uses the text
accents.
A
vernacular
type style is
used by Studio Myerscough
for this piece of packaging
(left).
Welcome to
The Visual Dictionary of Graphic Design,
a book that provides textual definitions and visual
explanations for some of the more common terms found
in the key areas of graphic design and pertinent entries
from the wider world of graphic arts.
This volume aims to provide a clear understanding of
the many terms that are often misused or confused
such as
italics
and
obliques,
or the difference between
an
overprint,
a
surprint
and a
reverse out.
As you
might expect,
The Visual Dictionary of Graphic Design
provides visual explanations, and many of these are
examples of commercial work, produced by leading
contemporary design studios, to illustrate the correct
usage of typographical elements such as the
ellipsis,
the rules for the handling of problems such as
widows,
orphans & the hypho
and the correct usage of
numerals
to produce accurate text.
Key areas addressed in
this book are those terms
commonly used in reference
to typography, layout,
colour, format, image
and artistic movements.
Graphic design communicates through a range of
visual devices including
montages, collages, metaphors,
rhetoric
and
juxtapositions,
all of which, and more,
are explained and illustrated.
A clear understanding of the key terms used in graphic
design will help you to better articulate and formalise
your ideas and ensure accuracy in the transfer of those
ideas to others.
This war poster (facing
page, far left) features
rhetoric,
the art of
persuasion.
This spread (facing page,
left) created by Frost Design
features a simple text
hierarchy.
Pictured right, primary
colours and shapes were
defining features of the
Bauhaus
school.
Entries are presented in
alphabetical order to
provide an easy reference
system.
A
Apex
26
A
Appropriation
27
The point formed at the top of a character, such as the ‘A’, where the
left and right strokes meet.
Taking a style of one thing and applying it to another. Pictured is a
design created by Studio Myerscough that appropriates expressive,
constructivist typography to instil a feeling of energy and immediacy
into the piece.
see Type Anatomy 259
see Constructivism 64

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