Conveniently compact, richly illustrated, and step-by-step in approach, this volume follows the "process" that nearly all designers use in producing "good" communication design--focusing on the "universal" elements of graphic design that transcend period and style. Each chapter addresses a single element, demonstrating how the element can be used in actual projects, and showing how creative and practical decisions are made in response to project requirements and parameters--with an emphasis on achieving a balance between individual creativity, utility, and responsibility to the client. Example projects featured throughout have been gathered from outstanding contemporary graphic designers, as well as museums and private collections, and represent a diverse range of communication formats (e.g., posters, covers, catalogs, etc.)--executed in a rich sampling of media. Chapters can be used in sequential as the basis for actual design projects. KEY TOPICS: Content. Parameters and Problem Solving. The Design Process. Point-of-View and Attitude. Letters and Words. Images. Integration of Word and Image. Arrangement and Organization. Line. Shape and Form. Value and Texture. Color. Rhythm and Pattern. Emphasis, Exaggeration and Contrast. Decoration. Graphic Production. For Graphic Designers.