Ann-Caryn Cleveland

Good design is the strategic connection between the knowledge of your purpose, your audience and your tools. In an increasingly visual environment, all three of these elements are crucial to master no matter what business you are in. Made for those new to the world of design, Crafting Images offers its readers the tools and strategy needed to make your work stand out and tell a compelling story.

When you craft image based messages, whether it is a picture, a poster, an advertisement, a brochure, or a film, you must be conscious of everything within your frame.  Film Directors call it “mise en scene.”  Mise en scene literally translates from the French to “placing in the scene.”  Designers are culpable that every element within their frame should be strategic and meaningful. Crafting Images explains how to think stratically about design, from simple photography to social media profiles to large scale media campaigns.

The most effective messages must be fueled with significant meaning.   Yet your audience's culture, demographics, time of day, and personal feelings can change the meaning of a message. Crafting Images reveals significant pitfalls in color, semiotics and brand awareness that can sidetrack the objectives for your work.

The software changes daily and so does how you can deliver content to your audience. How do you jump into the design pool and learn how to swim? This book helps navigate the often perilously expensive waters to use just what you need to accomplish your original purpose.