Editor: Josef Müller-Brockmann
Publisher: Niggli/Hastings House
Publication: 1983, Revised and expanded edition
Binding: Softcover, section sewn
Pages: 160
Size: 260 x 225
Text: English, French, German
Design: Josef Müller-Brockmann
(Preface) A revised and expanded edition - In his book Josef Muller-Brockmann describes the essential character and the significance of the design elements used in advertising — typography, drawing, photographic elements and colour. He demonstrates the rules they follow and the way they can be used by referring to his own examples and re-lates their potentialities to the design problems of today.
In the first section, the author shows the path from illustrative to objective graphic design and then deals with the significance of the elements of design, showing their proper use and the effect they have in every field of graphic communication: printed business stationery advertisements, catalogues, posters, books, outdoor advertising, exhibitions etc.
The middle section of the book deals with the basic considerations deter-mining the attitude of the graphic de-signer to his work, calls for the identity of form and content in advertising, and insists on the careful planning of advertising and creative thinking in terms of the whole project. A chapter: "Science and Visual Communication" deals with semiotic, communications research, information theory, etc.
In the third section the author draws on a considerable amount of documentary material in order to set forth the system of training graphic designers which he himself has developed as a teacher of graphic design at the Zurich School of Arts and Crafts.
Condition: Very Good. All titles are used and show shelf ware consistent with age. Light rubbing to cover and spine. Fold crease to back cover. Light tanning to outer edges of interior pages. Please contact me for further information on condition.
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