Graphic Design before Graphic Designers : The Printer as Designer and Craftsman 1700 - 1914 (Hardcover)

1. Alternative Functions of the Black Art: Letterpress printing and working conditions ? Training and aptitude ? The status of the early letterpress jobbing printer ? The sign-writer ? The jobbing engraver ? The engraved writing manual ? The engraved frontispiece and title page 2. Celebrating the Challenge of Change: Handcraft to mechanized industry ? Early 19th-century European typeface design ? Display typefaces: British type foundries ? Popular reading: broadsides, chap books, almanacs ? Newspapers and early advertising ? Advertising and the growing influence of the USA ? Display typefaces: American wood type ? 3. Mechanisation and International Ambition: Mechanization and its influence on the status of design ? Advertising and the advertising agency ? Packaging and the retail business ? Posters and the entertainment business ? Information design for transport systems ? Lithography and the development of colour printing ? Mechanization and the failures of training ? Early photography and its influence on illustration ? Oscar Harpel and the elevation of the jobbing printer ? 4. Artistic Aspirations for Mass Communication: The apprentice and technical college ? America and Artistic Printing ? Artistic Printing in Britain ? Photography and printing technology ? Colour printing and advertising ? 5. The Rise of Advertising and Design: Advertising and design as a service ? Arts and Crafts and Art Nouveau ? Art, design and the cultural magazine ? The fall of Artistic Printing ? The mechanization of type composition ? The commercial artist and the poster ? 6. Printing at the Service of Design: Craft, science and revival ? The independent designer ? Designers working with printers ? Establishing credibility for design ? Graphic design and the graphic designer