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Advertising Design and Typography, by Alex W. White
Ebook Free Advertising Design and Typography, by Alex W. White
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Review
"It's a bargain at the price of $40." Advanced Photoshop, Issue 41, February 2008 advancedphotoshop.co.uk
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From the Inside Flap
"What makes an ad good? Without having a clear definition, it is enormously difficult to make your advertising better. This book is about making your advertising, very specifically, your advertising design and your use of type, better. The most popular way to improve advertising has been to buy advertising and design annuals and copy or 'be inspired' by the ideas that look best. This is based on opinion and whim, not understanding or thought about what would most effectively get an idea across."The result of this me-tooism is a general sense of having seen it all before. Rarely does an ad break through my defenses and get noticed in advertising's increasing noise. "Does that mean advertising is a stupendous waste of energy and money? Is it a failing of art directors to make me recognize the importance and value of their messages? Or are good ideas being watered down by clients, account people, and dull creative directors in an era of conceptual stagnation? Whatever the cause, the cure is surely knowledge." - Alex W. White, from the Introduction
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Product details
Paperback: 224 pages
Publisher: Allworth; Reprint edition (September 1, 2015)
Language: English
ISBN-10: 1621534812
ISBN-13: 978-1621534815
Product Dimensions:
8.5 x 0.7 x 11 inches
Shipping Weight: 12.6 ounces (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
13 customer reviews
Amazon Best Sellers Rank:
#1,298,236 in Books (See Top 100 in Books)
Advertising and Typography are tricky to me so I needed a resource to help understand it. This book taught me that Advertising and Typography are in fact, tricky. There is a lot more stress placed on the perceived quality of a piece than what the actual quality of the piece could be. It makes sense. Every person is different and trying to find a way to reach a demographic which shares interests or perspective is nothing short of challenging/tricky. The book was a very useful resource for seeing the value in different parts of the process and understanding what part of the process you want to be most involved in. There were also a lot of examples of successful ads and what made them successful. It was interesting to see which ads were considered quality ads yet couldn't keep my interest simply because of content, or arrangement, or typesetting or color. A lot of factors are driving a good ad and good typography. I would recommend this book for someone who wants to learn a bit about the history of design and good principles for typography. I may read the section on typography again at some point, but all in all, not exactly a desk reference. There is a lot of useful information and it's a good way to learn terms and the single most outstanding point I see any design instruction try to make. Simple and Clean.
I was looking for inspiring designs and perhaps some tips about improving my own work. I didn't find it here. This book has a few good examples of ads, but they are the size of postage stamps around the outside of the pages. The text of the book itself is so small, you will not be able to read it without your glasses. The unspoken theme of the book is on creating off-the-wall, innovative ads that win awards, rather than creating something that will catch your customer's eye. If you want to win a Clio, this may be your book. If you want to design ads that might sell your product, look elsewhere.
This book, ostensibly an instructive text, is coffee-table worthy for its extensive full-color illustrations. Well over a century of advertising is presented, and- although the book should not be regarded as a historical treatment of the subject- a good perspective can be gained on the current state of the art by tracing the evolution of ads from early handbills to today's glossy magazine spreads.In addition to the main text and accompanying illustrations, the margins are generously peppered with pithy quotes from important figures within the ad industry. This book is very much aimed at the reader as a creative professional (as opposed to books that focus on, e.g., the art of typesetting or the science of color). The tone of the book is authoritative but informal; the author often uses real-world examples to illustrate why a certain thing is important or why a certain thing is to be avoided while creating an art package. The book leads the reader through a realistic presentation of the required skills and expected duties of people working in the ad industry, whether in the capacity of art director, graphic designer, copy writer, or administrator.A random sample from the table of contents:-The Unique Selling Proposition-How to be seen in noisiness-What makes readers respond-The three design elements-Internal and external structure-Hierarchy: Three levels of typeI can't review this book without making two criticisms (one large, one small):1. The book's layout makes it frustrating to read. The body text is surrounded on all sides by illustrations, captions, and charts that draw the eye immediately away from the center of the page. The result is that I would scan the entire two page spread before actually reading the text; I was left choosing to either read captions without understanding why or trying to read the main paragraphs while my eyes wandered at each line break. It may sound like a small matter, but for a 200-page book it was a trial of my patience.2. There were a surprising number of misspelled words and typos for a book about design and typography. Again, it may sound like a small matter, but it is jarring to parse a sentence several times to figure out what it was supposed to mean (especially considering criticism #1).All told, this would be a good campanion book for a degree program or a good introduction for someone getting started in the business. It is clear that the author comes from a teaching background, and the information is well-ordered and clear. This is definitely a book that I will keep close to my workstation.
This book has some great material about use of typography in design, with great examples and anecdotes from advertising campaigns dating back to the early days of design. The problem is the execution of the book. The sections designed for reading are overshadowed by confusing side bars and cut-lines for the examples. This book, with great information, is really hard to read beacuse of these flaws in layout.
I'm a graphic design student who was assigned this book for an Advertising Design class. I'm only into Chapter 2 and already know how much this book has to offer. I have told people that this is my favorite academic book of all time. Each full-color page offers designs, comments, and knowledge. I'm very impressed and will continue to read this book to learn - and for fun!
It's a great book for Advertising freshman
I'm a graphic designer and art history major. I was personally recommended by one of my academic advisors to get this book to inspire me during this one year of brain block. This book inspired me and got me back on track. Whenever I am struggling with an idea, I go back to my book collection and review through some books and an idea pops up! Excellent book to keep!
Advertising book with great examples, quotes, explanations, and etc. If you are starting to familiarize yourself with the world of advertising, then you must have this book!
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