Why does a newspaper look different than a magazine or a book? What effect does using a certain typeface or a specific grid have? And why do some layouts just seem right, and others seem simply wrong? This handbook aims to convey the essential principles that will enable the reader to acquire the skills necessary to be independently creative in the field of graphic design. Richly illustrated with numerous examples from around the world, this volume addresses the most important aspects of good book, poster and advert design, offering guidance on everything from the correct use of colors and fonts through to column width and line spacing. Sketches and clarifying text serve to explain technical terms that are indispensable to understanding the interface of designing and producing print media

• Foreword / Thomas Huot-Marchand
• 01. Foundations of visual form. Introduction
• Symmetry. Harmony and balance
• Offset symmetry, asymmetry. Unity and variety
• Asymmetry. Balance, compensating mass; Balance, imbalance, movement
• Golden section. The search for an aesthetic ideal
• Rhythm. Order and uniformity, movement and harmony
• Contrasts. Unity and variety
• Equivalents. Unity and harmony
• Color. Design principles: harmony and contrast; Semantic principles
• Hierarchy, eye movement and point of convergence. A visual and intellectual journey
• Figure and ground, full and empty. A balance of power
• Edges and crossing them. Challenging the edges
• 02. Basic elements. Surface, formats. From historic formats to the screen; Common formats; The format as a unifying feature
• Margins. The harmony of composition; The margins as a graphic principle
• Typography. The importance of choosing a typeface and its use; Type classification; On criteria for choosing a typeface; The analysis of typefaces; Typographic styles; column width; Ragged settings; Justified type; Leading; Typography as a unifying element
• Graphic elements. Lines, patterns, frames, boxes, etc.
• Images. Fundamental principles; Is photography a reproduction of reality?; Perception; Silhouette and outline; Treatment, manipulation and appropriation
• Text-image-relationship. Principles; Examples
• Image-image-relationship. Principles; Examples
• 03. Grid principles. Grid principles. Introduction
• Multi-column grid. Basic principles; Examples; Overlapping grids
• Lines of force. Basic principles and examples
• Points of force. Basic principles and examples
• Modular grid. Basic principles; Text and grid; Examples; The principle of unity; Basic principles (cont.); Examples; Beyond the page
• The grid as a graphic principle. Examples
• Revisiting historic concepts. Examples
• Beyond the grid. The disruptive element

• Print media. The poster. Introduction; Readability/visibility; Type as image; Cultural poster versus commercial poster?
• The book. Introduction; Vocabulary; Front cover, spine and back cover; The relationship between cover and inside pages; The first pages; Page numbers and running head; Marginal notes and footnotes; The principle of the book series; The pocket edition; The book club adventure; The "beautiful book"; The exhibition catalogue; The book as object
• Periodicals. Introduction; Vocabulary; Front page and layout: perception and appropriation; The cover's impact; Consumer magazines; Examples; Viewing and reading time
• Promotional materials. Introduction; The series principle; What kind?; Advise, inform, organize
• Finishing. Vocabulary
• 05. Case studies. Introduction. A necessary consideration
• Case studies. Some points on methodology
• Unity in variety. Planning ahead
• A chance to experiment. a few square centimeters are enough
• Take advantage of the situation. Using the context
• Provoking thought. A way of attracting attention
• Just enough. Finding the right place
• An apparent simplicity. Economy of means, multiple effects
• Three in one. Accompany the event
• More than asked. An information upgrade
• An eye for details. Every element has its purpose
• A territory to explore. A "bespoke" response
• One rule of the game. Towards an "automatic" layout