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Home > Art, Film & Photography > Industrial / commercial art & design > Problem Solved: A Primer in Design and Communication
Problem Solved: A Primer in Design and Communication

Problem Solved: A Primer in Design and Communication


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About the Book

Designers and advertisers continually have to interpret design briefs, produce new solutions to familiar problems and work to keep their clients' brands high in the public consciousness. This highly informative guide brings together for the first time discussions and case studies that illustrate the working methods of major advertising and graphic design firms. Each chapter explores a different theme of problem solving, and concludes with a case study to illustrate a particular solution in detail. Themes include producing innovative work, avoiding repetition, standing out in the market place, reinventing a tired brand, communicating essential facts in a culture of information overload, keeping a brand young and trendy, dealing sensitively with propaganda, the use of shock tactics, and word-based advertising in a world over-run with images and sound-bites. Examples featured are taken from classic and contemporary international advertising. Designers and agencies whose work is discussed in the book include Chermayeff and Geismar, Saatchi and Saatchi, BMP, Minale Tattersfield, Derek Birdsall, Niklaus Troxler, Bob Gill, Wieslaw Walkuski, Makoto Saito, Paul Fishlock and Pentagram.

Table of Contents:
Introduction; Chapter 1, Re-invention: The Re-appraise or Die problem; Chapter 2, Smoke and Mirrors: The Astonish Me problem; Chapter 3, Branding: The Soap Powder problem; Chapter 4, Budgets: The Message is the Price problem; Chapter 5, Charities and Institutions: The Charity Begins at Work problem; Chapter 6, Breakthrough: The Paradigm Shift problem; Chapter 7, Humour: The Boo-hoo problem; Chapter 8, Shock: The Nothing Shocks Me problem; Chapter 9, Identity Change: The Evolve or Revolve problem; Chapter 10, Generation Gap: The Cargo Pants in Middle Age problem; Chapter 11, Information: The Information Rejection problem; Chapter 12, Propaganda and Ethics: The Ethical problem; Chapter 13, Education: The Can't Learn, Won't Learn problem; Chapter 14, Heritage and Retro: The Older Can Be Better problem; Chapter 15, Vernacular: The Over-designed problem; Chapter 16, Repetition: The Groundhog Day problem; Chapter 17, Trust: The Fear and Loathing problem; Chapter 18, Words: The Nobody Reads Anymore problem; Bibliography; Index

About the Author :
Michael Johnson is Creative Director of johnson banks, which was voted most creative consultancy in Britain in 1999. He is Chairman of Education for British Design and Art Direction (D&AD) and lectures regularly on design theory and practice.

Review :
"'In these days of graphics gurus and superstar admen, Michael Johnson provides a welcome reminder that the lifeblood of design and advertising remains solving someone else's communications problem, and doing so elegantly and effectively... An entertaining and thorough primer which should find favour with students and established practitioners alike.' Creative Review; 'For once we have a graphics book that isn't just a parade of stunning imagery - impressive though its visual content is. A challenging theory underpins each wittily-titled chapter, promoting brave and contentious ideas. It also pushes the importance of words in communication - a rare treat from a serious graphics tome.' Design Week; 'A magnificent book... an eclectic selection of examples... a book that would be of interest to both the seasoned practitioner and the lay reader.' Campaign; 'Very very nice idea, and well executed too.' Steven Heller, The New York Times; 'A real tour de force. It covers an amazing amount of projects (and problems) and Johnson tackles them in an unpretentious and erudite way.' Graphics International (now grafik)"


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Product Details
  • ISBN-13: 9780714844534
  • Publisher: Phaidon Press Ltd
  • Publisher Imprint: Phaidon Press Ltd
  • Edition: New edition
  • Language: English
  • Returnable: Y
  • Returnable: Y
  • Sub Title: A Primer in Design and Communication
  • Width: 210 mm
  • ISBN-10: 0714844535
  • Publisher Date: 17 Sep 2004
  • Binding: Paperback
  • Height: 245 mm
  • No of Pages: 288
  • Returnable: Y
  • Returnable: Y
  • Weight: 1140 gr


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