Design Literacy: Understanding Graphic Design

Second Edition

Steven Heller

© 2004 Steve HellerAll rights reserved.Copyright under Berne Copyright Convention,UniversalCopyright Convention,and Pan-American Copyright Convention.No partof this book may be reproduced,stored in a retrieval system,or transmitted inany form,or by any means,electronic,mechanical,photocopying,recording,or otherwise,without prior permission of the publisher.08 07 06 05 04 5 4 3 2 1Published by Allworth PressAn imprint of Allworth Communications,Inc.10 East 23rd Street,New York,NY 10010Cover design and page composition by James Victore Typography by Sharp Des!gns,Inc.

library of congress cataloging-in-publication data

Heller,Steven.Design literacy :understanding graphic design / Steve Heller.— 2nd ed.p.cm.Includes bibliographical references and index.1.Graphic arts—History.2.Commercial art—History.I.Title.NC998.H45 2004741.6—dc222004009936Printed in Canada