Advertising Design and Typography
This book isn’t going to make you on advertising design genius. Nor will it make you a typographer. Four years in design school may work better.
But It will help you understand the complexities of making readers stop and look. It will help you learn how to explain your ideas so others enthusiastically approve them. Copywriters won’t design the details of your ads Some people who read this book won’t become great art directors.
That’s because they don’t under- stand design hierarchy. They have no feel for type. They can’t invent de- sign personalities for their clients.
Even when given all the tools necessary to expand their thinking, they can’t see. There are a lucky few who can see and need guidance to see better.
Flip through this book and see if you can see Then buy it.
being watered down by clients, account people, and dull creative directors in an era of conceptual stagnation? Whatever the cause, the cure is surely knowledge. In fact, whatever the problem, the cure is always knowledge.
The lifespan of an ad is brief: on issue, a program, a day, a week, a month, a season. Few ads are in use a year after their introduction. Advertising must be timely and of-the-moment to be seen and acted upon: we readers want to be current and well-informed. Advertising style changes rapidly to look current, and that’s not such a bad thing: advertising must possess vitality and exuberance Books are expected to have a slightly longer lifespan. In the time between my writing this book and your reading it, some examples in it are bound to look dated, despite my effort to choose those that will remain fresh the longest. Nevertheless, in every case, examples have been chosen for their usefulness in illustrating an idea
Thanks to the art directors whose work is shown in these pages. It is among the best and reveals right thinking. But please don’t copy it, understand it * Carol Wahler and my fellow board members of The Type Directors Club, for whom type and its inspired use are worth representing. m Brian Miller • Rosmha and Isabela, whose collaboration cannot be overemphasized m P Bob m And Liliar
Alex W. White
New York City
- Title: Advertising Design and Typography
- Author: Alex W. White
- Hardcover: 224 pages
- Publisher: Allworth Press; 1st edition (October 15, 2006)
- Language: English
- ISBN-10: 1581154658
- ISBN-13: 978-1581154658
- Product Dimensions: 0.8 x 8.6 x 11.1 inches