Design Literacy: Understanding Graphic Design

© 2004 Steve Heller

All rights reserved. Copyright under Berne Copyright Convention, Universal

Copyright Convention, and Pan-American Copyright Convention. No part

of this book may be reproduced, stored in a retrieval system, or transmitted in

any 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 1

Published by Allworth Press

An imprint of Allworth Communications, Inc.

10 East 23rd Street, New York, NY 10010

Cover 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 2004
   741.6—dc
   2004009936

Printed in Canada

DL2 00 07/13/04 2:51 PM Page ii