Table Of ContentDWD-DM01 4/5/01 3:34 PM Page i
The
Design
Manual
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The
Design
Manual
DAVID WHITBREAD
UNSW
PRESS
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For Brigid, Kathleen and Maggie
Some of the material in this book has been previously published by Niche Media Design
Pty Ltd in Australian MacWorld, Australian MacUserand MacNews. David David Whitbread
Whitbread would like to thank the editors at Niche for their support over the
years: Steven Noble, Richard Foxworthy, Jeremy Templer and Mike Hanlon. Diagrams
Louise Dews
A UNSW Press book
Index
Published by Michael Harrington
University of New South Wales Press Ltd
University of New South Wales Prepress
UNSW Sydney NSW 2052 Martin Davies,
AUSTRALIA National Capital Printing
www.unswpress.com.au
Photographs
© David Whitbread 2001 Andrew Sikorski,
First published 2001 Art Atelier
Reprinted 2002
See p. 298 for more image credits
This book is copyright. Apart from any fair dealing for the purpose of private
study, research, criticism or review, as permitted under the Copyright Act, no Fonts supplied by
part may be reproduced by any process without written permission. Inquiries FontShop Australia
should be addressed to the publisher. South Melbourne
www.fontshop.com.au
National Library of Australia
Cataloguing-in-Publication entry: Paper supplied by
Tomasetti Paper House
Whitbread, David, 1960– .
Printer BPA
The design manual.
Includes index.
ISBN 0 86840 658 9.
1. Design — Handbooks, manuals, etc. 2. Desktop publishing — Handbooks,
manuals, etc. 3. Computer drawing — Handbooks, manuals, etc. 4. Layout
(Printing) — Handbooks, manuals, etc. 5. Web sites — Design — Handbooks,
manuals, etc. I. Title.
745.4
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vii
Contents
Preface xvii
Acknowledgments xix
Why is this book useful? xx
PURPOSE 1
What does design do? 2
Good design 2
Audiences 3
Styling 4
Real communication 6
Clarity 9
Words 11
How we read 13
Multiple entry points 15
Hypertext and film technique 15
Visual processing 16
Visual literacy 17
Using metaphors 19
Why print? 21
Any colour as long as it’s green 25
Designing with Australian eyes 26
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viii The Design Manual
PROJECTS 31
Publications 32
Books, reports and annual reports 32
Report style with numbered paragraphs 33
CHECKLISTAttention-getting devices 33
Series 35
CHECKLISTOrder of publication 36
Covers 38
Newsletters, journals and magazines 39
CHECKLISTNewsletters, journals, magazines 40
Custom magazines 43
Pamphlets and brochures 45
Catalogues 47
CHECKLISTCatalogues 48
Menus 49
Programs 51
Orders of service 52
Comics and graphic novels 53
Proposals 55
CHECKLISTProposal production 55
Corporate identity 56
A design audit 57
CHECKLISTBrand management 57
Markets 58
Collection of evidence 58
Assessment 58
CHECKLISTManifestations of corporate identity 59
Identifiers 60
CHECKLISTOptions for developing corporate marks 60
Symbols 62
Logotypes/logos 62
Mascots/promotional characters 63
Corporate typefaces 63
Corporate colour palette 64
Attitude 64
Corporate identity manual 65
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Contents ix
Stationery 70
Letterheads 70
CHECKLISTLetterhead 70
CHECKLISTInvoice or ‘Tax invoice’ 70
Fax sheets 71
CHECKLISTFax sheet 71
Memoranda sheets and minute papers 71
CHECKLISTMinute paper 71
CHECKLISTMemorandum 72
Media releases 72
CHECKLISTMedia release 72
Business cards 72
CHECKLISTBusiness card 73
With compliments slips 73
CHECKLISTWith compliments slip 73
Envelopes 74
CHECKLISTEnvelope 74
Labels, stickers and seals 74
Folders and media kits 74
CHECKLISTMedia kits 74
Forms 75
Response area 77
Forms production 78
Signage 79
Internal signage 79
External signage 80
Vehicles 81
Exhibitions, trade shows and conferences 81
Screen-based media 83
Multimedia 85
Audio 85
Video 86
Graphics 87
Storyboarding 88
Animation 89
Animating logos and other 2-D graphics 91
Web sites 95
CHECKLISTWeb site or e-zine 99
Graphical user interface (GUI) 101
Using HTML 103
Cascading style sheets (CSS) 106
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x The Design Manual
Advertising 108
CHECKLISTAdvertisements 110
Posters 110
CHECKLISTEvent posters 110
Postcards 111
Flyers, information sheets and handbills 112
Small-space press ads 112
Classified ads 114
Magazine and display ads 114
Direct-mail advertising 116
CHECKLISTDirect mail 117
PRODUCTION 119
Layout 120
Eye flow 123
Backwards movement 124
Dominance 125
Simplicity 126
Unity 129
CHECKLISTDesign dynamics 130
Graphic detailing 131
Balance 133
Symmetry 133
Asymmetry 134
Freestyle layout 134
Grids 136
Formats 139
Measurement preferences 140
Margins 140
Columns and gutters 141
Page depth 141
Imagery 142
CHECKLISTImages 143
Cropping 144
Scaling 146
Sources of photographs and copyright 146
Clip art 147
Cartoons 148
Diagrams, graphs and charts 148
CHECKLISTKey lines 151
Contrast 155
Scale 155
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Contents xi
Tone 155
Typecolour 156
Repetition, pattern and texture 156
Creating patterns 157
Direction 157
Borders and rules 158
Space and pace 158
Traditional and modern layouts 161
Four ways to save a failing design 163
Increase tonal contrast 163
Redistribute space 163
Alter scale relationships 164
Repeat something 164
Typography 165
Type categories 168
Serif typefaces 169
Sans serif typefaces 172
Scripts 174
Specialty and display typefaces 176
Symbol and picture fonts 176
Typefaces, families and fonts 179
Type size 183
Type selection 184
Compatible typefaces 185
CHECKLISTType compatibility 185
Legibility and readability 186
Line length 186
Leading 187
Extreme leading 189
Negative leading 189
Uneven leading within a heading 190
Letterspacing 190
Kerning 190
Tracking 191
Using type variation 193
Bold type 193
Reversed type 194
Italics 194
CHECKLISTTitles or names 195
Capitals/upper case 196
