Graphic Design Theory

This comprehensive introduction to the theory of graphic design examines communication models; visual representation as a system of signs; cognitive approaches to design; modernism and post-modernism; and the social, cultural, and material contexts of contemporary design. Students learn how to apply theory in a modern graphic design practice: to evaluate existing design work critically, to enhance their own studio practice, and to embark on a successful career. The author draws on her many years' experience teaching graphic design students in order to explain complex theories with total clarity. This is the essential text for students of graphic design theory, but will also support courses in graphic design history and will be important reading for anyone investigating how context and audience shape design work.

This comprehensive introduction to the theory of graphic design examines communication models; visual representation as a system of signs; cognitive approaches to design; modernism and post-modernism; and the social, cultural, and material contexts of contemporary design.

Meredith Davis is Professor of Graphic Design and Director of Graduate Programs in Graphic Design at North Carolina State University, where she has taught since 1989. For ten years she was Chair of the Department of Graphic Design. She is a former director of the American Institute of Graphic Arts, the Graphic Design Education Association, and the American Center for Design. Through her research, teaching, and role as an adviser on college curricula, Davis has helped shape design education across the United States.

"I not only want but also desperately need to put this eclectically informed yet very digestible text into the hands of my students. This is the type of landmark text that communication design students will be making very necessary use of for many years." -- Michael R. Gibson, University of North Texas

"This is a necessary and important piece of work. It is the first attempt to bring the theoretical ideas from other disciplines into one place and center them within visual communication." -- Roger Baer, Iowa State University