Graphic Design

The Fundamentals of Creative Design

Gavin Ambrose & Paul Harris

The Fundamentals of Creative Design provides an introduction to the key principles of creative design and takes the reader, step-by-step, through each stage of the creative process. It provides a working knowledge of design fundamentals, including layout, format, type and image application.

It discusses the creative process in terms of brief, process and result. Each process is accompanied by detailed diagrammatic explanation, associated theories, and historical context. The text is supported by case studies from contemporary designers and practitioners, with insights from the creatives involved.

Creative design, the book argues, is in something of a “golden period.” With so much design vying for consumers’ attention, getting noticed in the visual morass and quickly creating a good impression is becoming increasingly difficult. This book provides a solid grasp of the creative design fundamentals that are necessary to produce effective and eye-catching designs.

Key features

• Offers a comprehensive introduction to the key principles of creative design.
• Provides the reader with a working knowledge of design fundamentals, including layout, format, type and image application.
• Includes examples and case studies from contemporary designers and practitioners, accompanied by insights from the creatives involved.

Readership: Introductory

• The discipline-specific titles in our Fundamentals range are aimed at students embarking on further education and offer a thorough grounding in the subject.
• This book provides an understanding of basic design tenets before examining specific key areas in greater detail.

The text is wonderful. It hits all the basic elements I need in a visual, striking and creative manner. Much better than the text we have been using thus far.

Kevin Welch, St Mary’s University, USA

978 2 940373 47 5

$29.95 srp

176 pages
200 colour images
230mm x 200mm
Paperback with flaps

Autumn 2003