A look at advertising techniques and strategies includes explanations by artists and graphic designers about how they create their works. "This book illuminates the path by which original graphic ideas come into being. It begins with a concise review of what is generally known about the creative process and innovative thought and continues with a study of the procedures more directly related to graphic design and the search for creative graphic solutions. The design concept concentrates its attention on the practical problems that apply to graphic design. There is a long section on advertising concepts, how they developed, the advertising strategies on which they are based, and the emotional appeals that add to their impact. The book traces the landmark campaign for Volkswagen as a historic example!e of the concept approach. The book also reviews the creative challenge and the specific demands of editorial design, informational design, diagraphics, and identification. The designer will find almost every aspect of the profession--from pictograms to coordinated design programs--on its pages. An outstanding feature of The design concept is a series of eight case histories in which top designers discuss their own search for eight creative solutions. The designers are all members of the Art Directors Club Hall of Fame. They are:Paul Rand, Saul Bass, Brad Thompson, George Lois, Milton Glaser, Herb Luballn, Lou Dorfsman, and Henry Woll.