Guide to Graphic Design, 1st edition

  • Scott W. Santoro


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Learn to Conceptualize, Create, and Communicate in Graphic Design


An exciting first edition, Guide to Graphic Design helps readers learn the mechanisms used to convey information, integrate ideas into full concepts, but most importantly, to think like a graphic designer.  Scott W. Santoro focuses on the principle that design is a layered and evolving profession. The text highlights step-by-step design processes and illustrates how to build good work habits.


Creations from top design firms and design school programs are presented in each chapter engaging readers through the book.  Designers have contributed short essays on their work style, their studio habits, and their inspirations. Each designer, showing a passion for design and communication, offers a new perspective and approach to possible working methods.


MyArtsLab is an integral part of the Santoro program. Containing but not limited to key learning applications such as:

  • Chapter Audio read by Scott W. Santoro, allows students to listen to the entire text–a key feature for allowing design students to focus on each example.
  • 12 Designer Profile Videos are intimate portraits of designers in their studios talking about their approaches, ideas, and love for the field of graphic design.
  • Closer Look tours, interactive walkthroughs featuring the author’s narration–offer in-depth looks at designs from the text, enabling students to zoom in on details they couldn’t otherwise see.
  • Exercises and Projects: The text encourages students to approach these exercises and projects as potential pieces for their portfolios, watching for breakthrough points in their work–times when they really took a chance and did something out of the ordinary–and then adding that work to an evolving portfolio.


BRIEF TABLE OF CONTENTS: Preface. Virtual Crit Wall, Dear Reader and Features. Chapter 1 About Graphic Design. Chapter 2 A Brief History of Graphic Design. Chapter 3 Graphic Design Concepts. Chapter 4 Researching a Graphic Design Project

Chapter 5 Generating Ideas. Chapter 6 The Elements and Principles of Form. Chapter 7 Type and Typography

Chapter 8 Proportion Systems: Grids and Alignments. Chapter 9 Concepts in Actions. Chapter 10 Visual Coding: Loading Form with Meaning. Chapter 11 Interactions and Motions Design. Chapter 12 Becoming a Designer.


A better teaching and learning experience

This program will provide a better teaching and learning experience–for you and your students. Here’s how:

  • Personalize Learning–  MyArtsLab is an online homework, tutorial, and assessment program. It helps students prepare for class and instructor gauge individual and class performance.
  • Improve Critical ThinkingExercises throughout the texthelp readers to make decisions and understanding the connection between an idea and its execution.
  • Engage StudentsEach chapter presents quick, in-class exercises and longer, more involved projects.
  • Support InstructorsInstructor recourses are available in one convenient location. Figures, videos and teacher support materials create a dynamic, engaging course.

0205959229 / 9780205959228 Guide to Graphic Design Plus NEW MyArtsLab with eText -- Access Card Package

Package consists of:   

0132300702 / 9780132300704 Guide to Graphic Design Textbook

0205206565 / 9780205206568 NEW MyArtsLab with Pearson eText -- Valuepack Access Card


Table of contents

In this Section:
1) Brief Table of Contents

2) Full Table of Contents





Preface.  Virtual Crit Wall, Dear Reader and Features

Chapter 1. About Graphic Design

Chapter 2. A Brief History of Graphic Design

Chapter 3. Graphic Design Concepts

Chapter 4. Researching a Graphic Design Project

Chapter 5. Generating Ideas

Chapter 6. The Elements and Principles of Form

Chapter 7. Type and Typography

Chapter 8. Proportion Systems: Grids and Alignments

Chapter 9. Concepts in Actions

Chapter 10. Visual Coding: Loading Form with Meaning

Chapter 11. Interactions and Motions Design

Chapter 12. Becoming a Designer






Chapter 1. About Graphic Design

Graphic Design’s Heritage

Graphic Design Categories

Being a Graphic Designer

Influences in Graphic Design

The Nuts and Bolts Process of Graphic Design


Chapter 2. A Brief History of Graphic Design

Industrial Expansion

A Turn-of-the-Century Response to Industrialization

Moving towards a Modern Sensibility

The Modern World

Designing Utopia

Ideological Independents and the New Typography

Modernism in America

Advertising Design and the New York School

Conceptual Image-Makers

Postmodernism and the Digital Age


Chapter 3. Graphic Design Concepts

From Ideas to Concepts

Concepts Go Further

Metaphoric Concepts

Analytic Concepts

Meta Concepts

Applying Conceptual Approaches


Chapter 4. Researching a Graphic Design Project

Gathering Information

Defining the Problem

Techniques for Visualizing Research

The Saturation Point


Chapter 5. Generating Ideas

Making a Creative Work Environment

Actively Generating Ideas

Generating Montaged Ideas

Benefitting from Playful Accidents

Refreshing Your Vision


Chapter 6. The Elements and Principles of Form

Form and Function

Compositional Elements

Compositional Principles


Chapter 7. Type and Typography

Speaking with Type

Historical Type

Type Classifications

Typeface Anatomy

Typeface Families and Fonts

Analytic Typography

Readable Texture

Metaphoric Typography

Vernacular Inspiration

Recontextualizing Type

Type in the Third Dimension


Chapter 8. Proportion Systems: Grids and Alignments

Defining a Grid

Developing Modular Grids

Developing Modular Patterns

Typographic Grids

Freestyle Alignments

Exploiting the Grid

The Golden Ratio

Paper Formats

Paper-Fold Formats

The Rule of Thirds


Chapter 9. Concepts in Actions

Concepts Inspired by a Subject’s Location

Analytic-Based Concepts

Using Research as a Conceptual Approach

Bringing a Bigger Idea to a Concept


Chapter 10. Visual Coding: Loading Form with Meaning

Visual Codes Do Send Messages

Tools for Visual Coding

Gestalt Perception

Design Using Gestalt Perception


Icon, Index, and Symbol

Visually Coded Identities

Logo Application

Why Create Meaning in a Design


Chapter 11. Interactions and Motions Design

Designing for a Virtual Space

Interaction and Motion Concepts

Digital Storytelling

The Design of Sound

The Expanding Realm of Graphic Design


Chapter 12. Becoming a Designer

Getting a Job in Graphic Design

Personal Website and Design Blog


The Business of Design

The You in Your Work

Design and Technology

Design and the Fine Arts


Published by Pearson (January 2nd 2013) - Copyright © 2014