Basics Advertising: Art Direction" is a comprehensive guide to the role of the art director. It examines the key techniques approaches & secrets involved in the development of creative advertising concepts. The book emphasises the importance of seeing things differently & providing the audience with something to discover. It provides tips on how to use surprise simplicity provocation & visual drama to communicate the advertising message. It examines the process of visualising & exploring different ideas & discusses the use of moving image photography illustration & typography to realise these ideas. It also explores the use of different advertising media from traditional formats to new & alternative channels of communication." ...

The Basics Animation" series follows on from the successful title " The Fundamentals of Animation" & offers a concise but comprehensive account of a number of definitions & approaches to script drawing upon the available literature. The book adopts a straightforward approach that is diagnostic advisory & characterized by a range of examples. Most importantly " Basics Animation: Scriptwriting" seeks to promote the distinctiveness of animation as a form of expression & provides a clear account of the choices & approaches available to the scriptwriter/animator/director & the particularities of each model. Inevitably some of these models will have common approaches but equally there will be localized variations dependent upon the definition/understanding of animation adopted by individuals companies & studios." ...

The various tools available to the novice & professional alike have also broadened the pallet of the animator so that the boundaries between media have blurred. Basics Animation: Digital Animation" will look at the history of the medium charting its progress with references to specific examples which demonstrate the growth & development of the form over the last 50 years. With contributions from innovators & pioneers in the medium to present day practitioners in the cinema game & television industries " Digital Animation" will introduce & examine some of the key aspects involved in producing digital animation." ...

The thinking process behind drawing characters composition & movement narrative & adaptation are all fully examined in the latest title Drawing for Animation". Drawing is a fundamental part of the preparatory stages of virtually all design-led projects. It is the core method by which ideas & concepts may be envisaged & ultimately shared with collaborators clients & audiences. Aimed at students & those interested in entering the animation business this book explores the pre-production work essential for producing great animation. It is supported by student exercises &

Includes:: varied contributions from pioneers in the industry as well as contemporary practitioners."

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Basics Design 02: Layout (2nd edition) provides a guide to the effective arrangement of text & image elements within a design scheme enabling students to learn how to create powerful forms of visual communication in both print & electronic media. This title addresses both practical & aesthetic considerations including the arrangement of graphic elements within a design scheme & what happens when the grid is abandoned. Essential design concepts are explored with illustrative examples taken from contemporary practice. The second edition

Includes:: considerable new & revised content from the authors & it will prove indispensable to anyone wishing to acquire a thorough knowledge of the principles of layout as used in modern design.

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As a fashion designer you must have an understanding of fabrics & what their properties are. For example how fabrics are constructed what they are made from & how they perform. This knowledge means that you can choose the right fabric for your designs. It is also important to be aware of the various techniques that can be applied to your chosen fabric. This will give endless possibilities to your designs; for example a fabric could be dyed or printed to add extra colour embellished embroidered or pleated to give surface interest. Try to learn as many fabric names & techniques as possible in this way you will be able to communicate your fabric ideas easily to others. The book will teach students this information & equip them with the skills they need to make informed decisions on the fabrics & techniques they use. This title is suitable for first year students of fashion design textile & other fashion-related subjects anyone with an interest in the process of fashion design from concept to execution & amateur fashionistas seeking to develop & improve their design skills. ...

Fashion collections vary depending on market level product type season customer & retail outlets. Basics Fashion Design: Developing a Collection" teaches the process from initial design ideas through development of product to the final outcome & its ultimate exhibition & sale &

Includes:: an overview of fashion collections through the eyes of prominent fashion journalists."

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Basics Fashion Design: Fashion Drawing" considers the theory & history of fashion drawing & the range of styles used by contemporary designers; from quick sketches to sophisticated digital pieces. This discussion is accompanied by interviews with designers & illustrators a glossary resources directory & templates." ...

Basics Fashion Design: Knitwear" is a practical introduction to the use of knitwear in fashion design richly illustrated with examples & easy-to- follow diagrams. It describes the many varieties of yarn & fibre their characteristics & their behaviour from the traditional to the contemporary. It explains the relevant machinery & tools & the types of work that can be produced on each. Basic techniques on domestic machines are discussed leading to a section on how to create a knitting pattern. Details & trims are also examined outlining embellishment buttonholes & fastenings. The book also discusses the knitwear industry & offers useful information on the various career pathways. Interviews with international designers each at a different level within the industry provide further insight into the business as a whole." ...

There are few academic texts on the subject of fashion styling & many students are unsure about what it is & who has paved the way in this specific field. Basics Fashion Design 08: Styling offers an effective mix of key stylists biographies high quality images by professionals & students alike & practical advice about how to produce a photo-shoot & break into the industry. A stylist is responsible for choosing the look & clothing for a fashion image to communicate a fashion idea trend or theme or to advertise a fashion product. This book outlines what it means to style for a catalogue or advertisement (commercial styling) or a magazine (editorial styling) & what types of skills these different fields require. Styling proves that even on a limited budget with tremendous imagination & drive it is possible to create beautiful & relevant work. ...