写给大家看的设计书 The Non-Designers Design Book 英文原版（共两部分第一部分）.pdf

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~ Me NQN- DeSIGNeK'S DeSIGN DOQK StCQND tDITIQN design and typographic principles for the visual novice Robin Williams Peach pit Press A Berkeley y California

g The Non-Designer's Design Book second edition ROBIN WILLIAMS @ZOO4 by Robin Williams Peach pit Press 1249 Eighth Street Berkeley, California 94710 800.283.9444 510.524.2178 510.524.2221 FAX Editor: Cover design and production: Nancy Davis John Tollett Interior design: Robin Williams Production: Laura Taylor and Robin Williams Peachpit Press'is a division of Pearson Education. Find us on the web at www.peachpit.com. The quote by Jan White by Alex White. Reprinted Roundtable Press, Inc. on page 165 is from the out-of-print book How to Spec Type, courtesy of Roundtable Press, Inc. Copyright 1987 by The charming Jon Vlakos, pen-and-ink drawing of the wicket woof on pages reprinted courtesy of Swamp Press. Copyright 44 and 45 are by Press. 1990 by Swamp You can order an exquisite little handmade letterpressed booklet of the tale of "Ladle Rat Rotten Hut,H by Howard order to Swamp Press, 323 Pelham Road, Amherst, MA, 01002. L. Chace. Send $4 per booklet, plus $2.50 per The portions of other stories, such as "Guilty Looks Enter Tree Beers:' "Center Alley," and "Violate Huskings" Chace called Anguish Languish. are from a long out-of-print It is our understanding that book by Howard these delightful L. stories are now in the public domain. They are easily found on the Internet. Notice of rights All rights any form or by any means, reserved. No part of this book may be reproduced or transmitted in electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. information For permissions@peachpit.com. on obtaining permission for reprints and excerpts, please contact Notice of liability The information in this book is distributed While every precaution has been taken on an "as is" basis, without warranty. neither of this book, in the preparation the author respect nor Peachpit to any liability, loss, or damage indirectly by the instructions contained or alleged caused to be caused in this book or by the computer or entity with or directly software Press shall have any liability to any person and hardware products described herein. ISBN: 0-321-19385.7 10987654321 Printed and bound in the United States of America

'IO Carmen Sheldon, in 1)esign, my comrade my friend in 'Life. with great love, - . . . 'R.

II 0< ~- ,,"o.d aybi:ver before, and evel)' publisher t of an advertisement, expects his material and, even more so, readers want what pamphlet. to be read. Publishers is '"'"~""'~ or book important to be clearly laid out. They will not read anything that is troublesome to read, but are pleased with what well arranged, for it will make their task looks clear and of understanding easier . For this reason, the important unimportant must be subdued. part must stand out and the . . . The technique of modern typography must also adapt Today, we cannot itself to the speed of our times. spend as much time on a letter heading or other piece of jobbing as was possible even in the nineties. -Jan TdChicholo, 1935

Contents Is this book for you? Mini-glossary. . . . . . B~~ig12 Fri126i1?li~ ~i The Joshua tree.e~i.Ph~ny The four basic principles. Proximity Alignment Repetition Contrast ~ ~::C:~~::Ximity....... The basic purpose How to get it What to avoid .. .. .. r:::::' Summaryofalignment.. . . . . . The basic purpose How to get it What to avoid i 3 Alignment . ~~~~i~ir~p~tition..... The basic purpose How to get it What to avoid 5 ~u~~~~~~~ontrast....... The basic purpose How to get it What to avoid .. .. .. .. D: . .. 9 10 .1,~ 15 30 31 48 49 62 63 78

II CONTENTS Review Proximity. Alignment. Repetition. Contrast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . Little Quiz #1:Designprinciples. Little Quiz #2: Redesign this ad. . .. Summary 79 80 81 82 83 84 85 86 . . . . ... .. a package . . . . . . . and envelopes. 87 Extra tips & tricks 88 Creating 89 Business cards. 93 Letterhead 97 Flyers Newsletters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 Brochures.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 Postcards. 113 Newspaper ads Websites. . . . . . . . . . . . . . . . . . . . . . . . .. 117 . . . . . . . . . . ..

CONTENTS D '4\eSi m>''-i .LJ.: 15.,L,\ll...5 t2m> '\ hri t~ ~H~E j(,v 1 l'L ..LtH+"'" . Type (& Life) Concord. Conflict. Contrast Summary. . Categories Of type Oldstyle. Modern. Slab serif. Sans serif. Script. . Decorative. Be conscious. . . . . . . . . . . . . . . . Little Quiz #3: Categoriesof type. . . . Little Quiz #4: Thick/thin transitions. Little Quiz #5:Serifs. . . . . Summary. . Type contrasts Size. Weight.. Structure. Form. Direction. Color. Combine the contrasts. Summary.. .. .. . . . . . . .. .. .. .. .. Little Quiz #6: Contrast or conflict. Little Quiz #7: Dos and don'ts. An exercise in combining contrasts. .. . . . . . 123 124 126 128 130 . . .. 131 . . 132 133 134 135 137 138 139 139 140 141 142 143 144 148 152 156 . 160 164 170 171 . . 172 173 174

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写给大家看的设计书 The Non-Designers Design Book 英文原版（共两部分第一部分）.pdf

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