12 Ideas for Visual Communication
From the Principle to Practice

All work involving design utilizes and draws together the principles of visual communication in different combinations and emphases. This creates a kit of almost endless resources, which makes possible the creation of the most diverse solutions. This title uses examples to describes the fundamentals and theories of visual communication.

All work involving design utilizes and draws together the principles of visual communication in different combinations and emphases. This creates a kit of almost endless resources, which makes possible the creation of the most diverse solutions. Each of the projects selected for this book makes the basic principle chosen for them evident. At the same time it becomes clear that only the harmonious combination and intensity of these resources can provide compelling and unique solutions. The first principle - content and form - is the basis for all following ones and is an integral component of visual communication. Only when content and form correspond and pull together all communicative aspects in a single strand, information, ideas and complex interactions can be bundled, structured and conveyed in an understandable, plausible and attractive way - far beyond the usual conceptions, fashionable trends and routine manifestations, marked by superficiality and computer-generated possibilities. The additional principles like perception, colour, three-dimensionality, illustration, typography etc. proceed perforce from content and form. This text is in English and German.