Visual Language Design: Professional Communicator Strategy

Author: Charlie Costin Roberts
Publisher:
Publish Date: 2005-06-01
Features: Most of the graphics in this book were designed on Mac computers using Canvas 3.5 and 5.0 versions (Canvas is produced by Deneba Software Company in Miami, Florida). Some graphics were created using Microsoft Word 5.0, 5.1, and 6.0, as well as Microsoft Excel 4.0 and 5.0. The fonts were primarily designed using Adobe Type Basics software from Adobe Systems Incorporated, and some photos were processed using Adobe Photoshop 4.0. The majority of the graphics in this book were designed, modified, and edited by Charlie Costin, while David Roberts provided conceptual and editing suggestions. The authors did not seek professional graphic design assistance, primarily for two reasons: first, we wanted the illustrations to be simple, easy to understand, and directly convey our intentions; second, we wanted to demonstrate that the principles and strategies supporting this book rely more on rhetoric than on graphic design. This book was written by two experienced teachers in the field of copywriting design. It introduces rhetorical methods into visual design, offering useful strategies and tools for various copywriting design tasks. The book analyzes the various types of copy and their related contexts in real-world scenarios, providing readers with a pathway to connect copywriting design closely with its audience, purpose, and context. Many professional designers often struggle with defining the standards of a "good copy." This book can help clarify these doubts. By analyzing many mature copywriting designs, the book introduces the principles, rules, and methods of graphic design, thoroughly explaining the concepts of visual design. From postcards to brochures, the rich case studies are vivid, easy to understand, visually engaging, and enable readers to quickly grasp the fundamentals. Additionally, the authors' analysis of these cases is insightful and clear, meticulously examining each design element, making it highly practical. This book is part of the "Translation Series of Journalism and Communication Studies · Overseas Classic Textbooks" series and is suitable for advertising and communication students and professionals in the design industry.