Reading graphic design in cultural context / Grace Lees-Maffei and Nicolas P. Maffei.

Includes bibliographical references and index.

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Branding as sign system: semiotics in action -- The responsive brand: uniformity and flexibility in logo design -- Whose wall? From posters to digital displays and the colonization of public space -- Slogan t-shirts: billboards of identity politics -- Seeing clearly? Legibility, word and image in postmodern print design -- Signifying orientalism, chinoiserie and japonisme: fashion photography in Vogue as a case study -- A good read? Corporate literature and brand stories: Alessi SpA as a case study -- Information overload: negotiating visual complexity in a data-rich world -- How to? Visual techniques of persuasion in guidebooks and manuals -- Driving sales: print and TV advertising of cars to women drivers -- Picturing music: the rise and fall of music packaging -- E-Book, iBook, weBook, youBook: declensions of digital design.

"Reading Graphic Design in Cultural Context explains key ways of understanding and interpreting the graphic designs we see all around us, in advertising, branding, packaging and fashion. It situates these designs in their cultural and social contexts. Drawing examples from a range of design genres, leading design historians Grace Lees-Maffei and Nicolas P. Maffei explain theories of semiotics, postmodernism and globalization, and consider issues and debates within visual communication theory such as legibility, the relationship of word and image, gender and identity, and the impact of digital forms on design. Their discussion takes in well-known brands and everyday designed things including slogan t-shirts, car advertising, eBooks, corporate logos, posters and music packaging"--Back cover

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