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Advertising Design and Typography, by Alex W. White
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This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type-image relationships are thoroughly discussed. Chapters also cover:
•Researching your client and your audience
•What makes an ad successful
•Getting the audience’s attention in a crowded marketplace
•Researching your client and your audience
•The importance of consistent branding and identity
•The difference between print advertising, billboards, the web, television, and radio
•Advertising design versus editorial design
Also included is an extensive section on typography with essential information on how type is perceived by readers, typographic history, principles, and practice. Complete with over fifteen hundred examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and train you to see in a more critical and accurate way that gets messages across more effectively.
Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
- Sales Rank: #813865 in Books
- Published on: 2015-09-01
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x .80" w x 8.40" l, 2.44 pounds
- Binding: Paperback
- 224 pages
Review
"If you're looking for a good overview of the advertising craft, Advertising Design and Typography is quite a valuable resource."—AdPulp
About the Author
Alex W. White is an award-winning design consultant and typographer. He is the author of five bestselling books, including The Elements of Graphic Design and Thinking in Type, both published by Allworth Press. White has served as president of the Type Directors Club. He is the chairman of the graduate Design Management program at SASD at the University of Bridgeport and has taught at Parsons School of Design, Syracuse University, the Fashion Institute of Technology, the Hartford Art School, and the City College of New York. He lives in New York City.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great advice about design, terrible design for a book.
By matt w radcliffe
This book has some great material about use of typography in design, with great examples and anecdotes from advertising campaigns dating back to the early days of design. The problem is the execution of the book. The sections designed for reading are overshadowed by confusing side bars and cut-lines for the examples. This book, with great information, is really hard to read beacuse of these flaws in layout.
0 of 0 people found the following review helpful.
Badly designed book about design
By E. Clectic
I was looking for inspiring designs and perhaps some tips about improving my own work. I didn't find it here. This book has a few good examples of ads, but they are the size of postage stamps around the outside of the pages. The text of the book itself is so small, you will not be able to read it without your glasses. The unspoken theme of the book is on creating off-the-wall, innovative ads that win awards, rather than creating something that will catch your customer's eye. If you want to win a Clio, this may be your book. If you want to design ads that might sell your product, look elsewhere.
1 of 1 people found the following review helpful.
With your Ayer number one, text wrap the intitial caps and hang the punctuation
By Robin
If you understood my headline maybe you don't need this book as you've probably reached a level of deep typographic and design awareness but if your not quite sure then this fascinating title is well worth buying.
Every year there are several new books on design published and I tend to group them in two categories: over-designed with images afloat in a sea of white page space and (most annoyingly) small text type and even smaller captions so you can only read the book in sunlight. The other category includes books with good, solid, editorial perspectives that get to grips with the subject matter and present design concepts: practical and theoretical, with clarity in a well designed format. I think Alex White's book definitely falls into this latter group.
With 1500 plus illustrations the book is the opposite of those titles that seem to think that just a few large images will do. Nearly every spread has fourteen lines of text, either side of the gutter with the illustrations making a border round them. This main text sets out ad design concepts and the images show practical examples. Fortunately all the illustrative material is captioned. I did notice though, that on a few pages, with so many ad reproductions, some are too small to take in the point being made about the headline or design.
The three ad sections: Strategies; Design; Typography. They all basically cover print advertising and there is a short overview of billboards, TV, radio and web design. The section that really interested me was Typography. In sixty-five pages White packs in a remarkable amount of type knowledge, so much, in fact, that on first reading you'll probably miss a lot. For instance, on page 169, there is an ad by the great designer Herb Lubalin and next to it the same ad with a couple of vertical red lines added to show how Lubalin optically lined up the stacked headline. Page 198 has block of display text and on 199 the same text is vastly improved by using nine examples of typographic finesse. This sort of content is very typical of the practical ideas and suggestions throughout the book.
The title was designed by the author and well printed (with 175 screen) on gloss paper. Considering it is about design I thought it rather odd that the cover, title, imprint and contents pages were rather subdued in their presentation but a minor point when considering the wealth of information in all the other pages. White's book is just the thing to help you knock that bright idea into a classy graphic reality.
***SEE SOME INSIDE PAGES by clicking 'customer images' under the cover.
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