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Advertising Design and Typography (Hardcover)

by Alex White (Author)

5.0 out of 5 stars See all reviews (1 customer review)

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Product details

Hardcover: 224 pages
Publisher: Allworth Press,U.S. (Sep 2006)
Language English
ISBN-10: 1581154658
ISBN-13: 978-1581154658
Product Dimensions: 28.2 x 21.8 x 2 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 677,202 in Books (See Bestsellers in Books)

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Product Description

Product Description
This is a unique and comprehensive overview of advertising design strategies that will help anyone understand and utilise the persuasive techniques of visual messaging. "Advertising Design and Typography" contains a thorough discussion of all the major design principles, and on how print design differs from those used in television, online, and in interactive media. Also included is an extensive section on typography, which looks at different type as perceived by readers, and typographic history, principles, and practice. This volume also features hundreds of examples of outstanding advertising design from around the world.

About the Author
Alex White is an award-winning designer, is Vice President of the Type Directors Club, and is author of several books on similar subjects.

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1 of 1 people found the following review helpful:

5.0 out of 5 stars With your Ayer number one, text wrap the initial caps and hang the punctuation, 26 Dec 2008

By	Robin Benson - See all my reviews (TOP 100 REVIEWER) (REAL NAME)

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 the 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 main 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 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.

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