Intends to solve the graphic designer's problem of finding the appropriate contemporary form. This edition traces the path from illustrative to functional graphic design, as well as the meaning of design elements, their use and effect in every area of advertising: business printed matter, advertisem...

Intends to solve the graphic designer's problem of finding the appropriate contemporary form. This edition traces the path from illustrative to functional graphic design, as well as the meaning of design elements, their use and effect in every area of advertising: business printed matter, advertisements, brochures, books, posters, and exhibitions.