创意设计的基本原理介绍了创作过程的关键要素。每一个题材，或“基本” ，用详细的图解说明，相关的理论和历史典故来解释设计实践的基本原则。从当代设计师和从业人员的例子，工艺条件和结果，并伴随着个人解释。这本书提供了一个独特的洞察方法，使读者了解这些基本规则为什么如此重要。
AVA Academia is a new list of college textbooks, which aims to bridge the gap between traditional text-heavy reference books and the visual eye candy of showcase books. Each title will be written by a leading college professor or lecturer and will be edited to fit into the diverse curricula of art schools and colleges around the world. One of the first titles in this new imprint, The Fundamentals of Creative Design offers an introduction to key elements of the creative process. Each subject matter, or 'fundamental', uses detailed diagrammatic explanation, associated theories, and historical references to explain the underlying principles of design practice. Examples from contemporary designers and practitioners will be examined in terms of Brief, Process and Result and accompanied by personal explanations from the creatives involved. This book offers a unique insight into the working methods of creative professionals and enables the reader to understand both how and why these fundamental rules are so important.
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