Cover -- Title -- CONTENTS -- INTRODUCTION: STOP, GO, READ THIS! -- CHAPTER 1 INFORM: Graphic design focuses our eyes and mind on what is already instinctively hardwired. -- CHAPTER 2 ADVOCATE: The language of advocacy has a common goal: alter behavior and act upon instincts, whatever the outcome may be. -- CHAPTER 3 PLAY: Play adds dimension to design, enabling the viewer to have more active participation in it. -- CHAPTER 4 CAUTION: Cautionary messages force the receiver to go somewhere or do something to avoid dangerous consequences
CHAPTER 5 ENTERTAIN: Much graphic design cannot afford neutrality it must grab attention in crowded environments. -- CHAPTER 6 EXPRESS: A manifesto should be a declaration of war against complacency. At the very least it should trigger thinking. -- CHAPTER 7 EDUCATE: Graphic design arguably is itself a grand portal to the process of education. -- CHAPTER 8 TRANSFORM: Transformation is not more than making the real abstract and vice versa. It is about taking something familiar and making it serendipitous. -- ABOUT THE AUTHORS -- ACKNOWLEGMENTS
Summary
This revolutionary guide is not only the first to look at how typography in design creates a call to action, but it also explores type and image as language. The book is packed with arresting imagery from around the world that influences human behaviour
