How to target your graphic design for the right market.
All successful graphic designs share one key quality - the ability to get their message across to their particular audience. 'Design and Marketing' is the key to targeting this audience precisely and successfully. It explains why the right choice of type, colour, format, photography or illustration is so crucial in establishing a successful, selling end result. It also gives clear-cut, practical guidance - based on actual design case studies - as to how to make the correct design decisions and come up with the right design style for each and every job.
The book starts by examining the basic building blocks of design - shapes, sizes, formats, typography, illustration, photography and so on - showing how each of them plays its part in establishing an overall design approach. It then looks at the accepted stylistic categories in each market area, explaining and analysing their constituents and showing how their various elements can be used to make individual designs stand out as something special. Finally, eight practical case studies examine actual projects that have been undertaken by some of today's top designers, bringing home to the reader how important it is to approach a design brief analytically, how to work out the exact message the client wants the designs to convey and how to achieve a result that does this effectively.
Includes colour illustrations.
