The book "Graphic Design. Visual Grammar »

Whatever types of graphic design you do, your main task is to deliver a message to the addressee. In order for the target audience to receive and accept the necessary information, it is necessary to correctly format it using the tools of visual communication. The book of the designer and teacher Christian Leborg is dedicated to this language of visual communication. He starts with such basic concepts as form, color, saturation, balance, symmetry, reflection, repetition, movement, direction and so on, and pays attention to all the basic rules of graphic design. The book can serve as a handy reference for designers of any area.

VISUAL GRAMMAR | FOREWORD
Visual language and grammar

This book is for all those who are interested in the visual world, and it does not matter whether you want to engage in creative work, study yourself or teach others.

The general characteristic of all these subject areas is their practical orientation. Experience is gained through the act of creativity. To obtain such knowledge takes a lot of time, and this act is associated with practical activities. Another aspect of creative practice is its expressiveness. It requires the intuition necessary to describe a person’s feelings, mood, or thoughts. This knowledge is closely related to bodily sensations.

People create and receive a huge amount of visual messages. Without a common understanding of the visual language, many of these messages are unclear. The visual language does not have strict syntax or semantics, but visual objects as such can be classified. This book organizes the visual, before you a primer of the visual language.
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Since knowledge of visual objects can be obtained through the physical, sensual sphere and applied without resorting to written or oral language, knowledge and experience are transmitted with minimal use of the verbal language. However, there are a number of basic processes before and after the act of creativity, where verbal language can be useful. Reflections of a person about what he is going to create, about what he created, change the process. We think differently when we have a language that allows us to describe something. This book contributes to the creation of such a language. It is also a visual dictionary that will help you in written and verbal form to tell about visual objects and what they are intended for.

The task of the visual grammar is the same as that of the verbal language: to determine the main elements, to describe what is happening and to establish the relationship between the individual elements. I divided the book into four chapters: 1) abstract objects and structures; 2) specific objects and structures; 3) actions and 4) relationships within these structures.

While working on the book, I relied on the works of geniuses who developed and described visual language. Separately, I want to thank Annette Wang, who encouraged me when I needed it, and to publisher Einar Plinn, who did not encourage me at all. Thanks to Yngve Lien and Bjorn Kruse for constructive criticism. In addition, I received a lot of feedback and comments from professionals and amateurs, from family and friends. Thank you all very much!

I hope that you, after reading this book, very soon will be able to better express your thoughts about the visual world and more confidently read visual messages. Your visual thought process will gain momentum, so that you will begin to produce more good ideas, and your ability to visualize will develop so that you can test them.

This book will help you, no matter what field you specialize in and how far you have come. Join our ranks of fighters with visual illiteracy!

Christian Leborg
Oslo, January 2004

Excerpt

»More information about the book can be found on the publisher's website.
» Table of Contents
» Excerpt

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