Includes index.

Contents: Purpose: What does design do?: Good design -- Audiences -- Styling -- Real communication: Clarity -- Words -- How we read: Multiple entry points -- Hypertext and film technique -- Visual processing -- Visual literacy: Using metaphors -- Why print?: Why personalise? -- How do you maximise the power of paper? -- Any colour as long as it's green: What decisions can help reduce the environmental impact of print -- Designing for international audiences and cultural differences -- Accessibility -- Process: The design process: Briefing -- Research -- Conceptualisation and idea generation -- Testing -- Prototyping -- Presentation -- Approvals -- Production management -- Launch -- Evaluation -- Design effectiveness -- Projects: Publications: Books, reports and annual reports -- Newsletters, journals and magazines -- Pamphlets and brochures -- Catalogues -- Menus -- Programs -- Orders of service -- Comics and graphic novels -- Proposals -- Corporate identity and branding: Brand evaluation -- A design audit -- Identifiers -- Corporate typefaces -- Corporate colour palette -- Attitude -- Corporate identity manual -- Stationery -- Forms -- Signage -- Exhibitions, trade shows and conferences -- Screen-based media: Multimedia -- Websites -- Email newsletters, e-books and e-zines -- Advertising and marketing: Posters -- Postcards -- Flyers, information sheets and handbills -- Small-space press ads -- Classified ads -- Magazine and display ads -- Direct-mail advertising -- Packaging -- Production: Layout: Eye flow -- Spatial relationships -- Dominance -- Simplicity -- Unity -- Balance -- Freestyle layout -- Grids -- Formats -- Imagery -- Contrast -- Scale -- Tone -- Repetition, pattern and texture -- Direction -- Borders and rules -- Space and pace -- Traditional and modern layouts -- Four ways to save a failing design: Increase tonal contrast -- Redistribute space -- After scale relationships -- Repeat something -- Typography: Type categories -- Typefaces, families and fonts -- Type selection -- Leading/linespacing -- Letterspacing -- Using type variation -- Punctuation -- Text formatting -- Page furniture -- Display type -- Style sheets -- Colour: Colour coding -- Colour reproduction -- Halftones, stipples, screens and reverse -- Limited colour -- Colour systems: Process colour (CMYK) -- Pantone colour system -- RGB and hexadecimal colour -- The problem with colour systems -- Prepress: Finished artwork preparation -- Trapping -- File management -- Imposition -- Output resolution -- Proofing -- Printing: Offset lithography -- Screenless printing /collotype -- Laser printing, photocopying and xerography -- Digital printing -- 'On-demand' or 'just-in-time' printing -- Variable data printing -- Lenticular printing -- Letterpress -- Gravure -- Engraving -- Screen printing -- Flexography -- Selecting a printer -- Identifying the cause of print problems -- Paper: Paper specification -- Uncoated and specialty grades -- Finishing processes and embellishment: Varnishes -- Coatings -- Folding -- Guillotining /trimming /drilling -- Collating and gathering -- Numbering -- Binding -- Office binding styles -- Craft bindings -- Foils -- Embossing and debossing -- Thermography -- Die-cutting, scoring and perforation -- Laser cutting -- Pop-ups -- Professionalism: Using a designer: Selecting a contractor -- Commissioning a contractor -- A career in design -- Creativity -- Studio management -- Ethical considerations.