Decoding Design: Understanding and Using Symbols in Visual Communication [Paperback]

Maggie Macnab (Author)

Book Description

Publication Date: February 4, 2008

Understand the Significance of Symbols in Your Design Work

Our world is comprised of a handful of very simple patterns that have been a part of human design since the beginning of time and have eternal significance.

Decoding Design reveals how common symbols and shapes - like circles, squares and triangles - resonate at a gut level and can lend greater meaning to a design. By deconstructing famous logos and other sample designs, you'll learn how to communicate complex information quickly and intuitively with universal and meaningful patterns. You'll also uncover how other disciplines, such as philosophy, math, and physics, influence great design and can help you present ideas in a holistic and compelling manner.

Whether you're a designer, student, or marketing professional, Decoding Design will show you the deeper meaning behind the symbols you encounter everyday, and how to better use those symbols to create an impactful relationship with the viewer.

Editorial Reviews

About the Author

Since 1981, Maggie Macnab has been creating symbols, visual metaphors and conceptual design for a wide range of clients. She had been published in every major design magazine including Communication Arts, STEP, Print and Graphis. Maggie is past president of the Communication Artists of New Mexico, teaches symbolism and logo design at the University of New Mexico, and speaks at national conferences, universities and schools.

Product Details

• Paperback: 224 pages
• Publisher: HOW Books (February 4, 2008)
• Language: English
• ISBN-10: 1581809697
• ISBN-13: 978-1581809695
• Product Dimensions: 7 x 0.8 x 10 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #724,472 in Books (See Top 100 in Books)

More About the Author

Maggie Macnab has been recognized as an innovative visual communicator for over three decades. Her work has been published in international and national design industry publications and received honors throughout her career. She teaches design theory at the University of New Mexico, The Institute of American Indian Arts, Santa Fe Community College, and Santa Fe University of Art and Design, and is past president of the Communication Artists of New Mexico. Maggie speaks for conferences (she's a two-time speaker for TEDx), guest lectures and gives workshops for schools and groups, and consults on developing cohesively strategic and creative identities with clients. Her first design theory book "Decoding Design: Understanding and Using Symbols in Visual Communication" (F+W, 2008), won awards and accolades. "Design by Nature" (Peachpit Press, 2012) is the recipient of the 2012 New Mexico-Arizona Book Award for Non-Fiction. "Design by Nature" is available in English, Chinese (simplified and traditional), Korean and Spanish, and will be released in Japanese in 2013.

Visit www.designbynaturebook.com for her speaking schedule and other news. More information is also available on www.decodingdesign.com or www.macnabdesign.com.

Author photo: ABQ the Magazine/Liz Lopez

Most Helpful Customer Reviews

12 of 14 people found the following review helpful

5.0 out of 5 stars Decoding Design - a must have for all designers April 15, 2008

By Elaine Montoya

Format:Paperback

What really makes good design work? It's a question we as professional designers ask daily. For some designers, it is a constant struggle. But for a handful of top award winning designers, it seems to come easy. What's their secret?

The answer? It's all around us. The answer is given to us in nature. The answer has repeatedly revealed itself to us over time.

Mathematicians and philosophers throughout time have been aware of the key. The key to what makes things 'work' - both from a spiritual perspective, and in the world of physics.

Perhaps what sets top designers apart from the rest, is that they have discovered this key. Whether through deep personal exploration, or simply by being more in tuned to the world around them - they are aware of the patterns all around us and have harnessed these 'secrets' and applied them in the world of graphic design.

Award winning designer, Maggie Macnab is one of these unique individuals. Her logo design work has taken top awards worldwide for decades. In her book 'Decoding Design: Understanding and Using Symbols in Visual Communication', Macnab shares her secrets of success.

Each chapter progresses numerically - from zero to ten reflecting the importance these numbers play in design. From simple shapes like circles and squares, to more complex shapes like spirals, they are all seen in nature. They are all part of the key to effective design.

In each chapter, Macnab deconstructs award winning logo designs by applying the principals she is teaching. The book contains photographs from nature, architecture, and history. She includes photos of her sketches in which she reveals her creative process when designing logos. And finally, she includes visuals of the completed logos.... Through this process, readers begin to understand how everything is related.

What we learn from the explorations in this book, can be applied to all aspects of design - not just logos. From brochure and website design, to motion graphic design - the principals of effective design are all the same.

I would rank this book as the top design book of the decade. It is something that has been sorely missing. It should be required reading in all design curriculum. Never before has a designer taken the time to go through their process, and put it down in words in such an eloquent and explanatory fashion. I for one, am grateful Macnab has taken the time to do so. Decoding Design is one book that should be on all designer's bookshelves. Read more ›

7 of 8 people found the following review helpful

5.0 out of 5 stars Interesting, very informative, but a bit on the wannabe mystical side October 6, 2008

By B. D. Hoyt

Format:Paperback

This is a very good book, and I'd recommend it to artists & designers. Some good thought that's gone into analyzing deeper patterns and meanings that give influence to a symbol in our minds.

However, I'm continually disappointed by the author's unlikely connections. For example in the chapter on the number 2, she joins 2 circles together to create an almond shape called a "Vesica Piscis". The she almost-arbitrarily draws two connecting lines inside that vaguely look like a christian cross, and uses that to explain the deep religious significance behind the cross & piscis.

While some things are a bit of a stretch, the book on the whole is fascinating.

3 of 3 people found the following review helpful

5.0 out of 5 stars A Book That Dives Deep into Design Philosophy July 23, 2008

By Jacob Van Ness

Format:Paperback

Originally written for [...]

Today's fast paced world tends to lose track of its surroundings and move away from understanding nature's relationship. Ironically nature has embedded itself into all we do and it's a big part of logo design, even if we tend to be unaware of that.

In Decoding Design: Understanding and Using Symbols in Visual Communication, Maggie Macnab does a wonderful job of pushing aside some of the everyday noise and clutter to reveal how the nature of numbers and symbols are deeply rooted in design. Using both a scientific and philosophical approach, each chapter does a wonderful job of revealing some hidden gems about logo design. As the numbered chapters 0-10 progress, these hidden gems bring about an amazing awareness, almost an enlightenment about how certain logos have come to be what they are. Focusing on the strength of the number and shape involved in the design.

While many of us are taught the philosophy of K.I.S.S., sometimes "keeping it simple, stupid" doesn't always mean the logo is truly simple at it's core. Logo design is a process, sometimes very complex, that goes on between a designer and a client. Decoding Design, helps you be better prepared for that process through case studies and "deconstructions" of logos we see regularly. These explanations are by no means shallow but rather deep with information and theory. Examples range from the author's own work to many other well known designers in the field. It was especially nice to see sketched concepts, as well as the finished logo. Giving even more insight into the process.

Decoding Design is wonderfully written and points are nicely displayed visually with many examples throughout the book. The design of the book itself is very intriguing and well thought out.... In particular, the cover design is interesting with a wheel showing simplistic examples of what the book is all about. This is an excellent interactive feature.

This book is not a light read and some may find it a bit overwhelming with its large amount of well researched information. By no means does this mean anyone should shy away from this book. Just take your time and absorb this books theory. That is exactly what this book is all about; design theories. It is a MUST READ for any design professional involved with the process of logo design. It will surely open your eyes to things that may have been swirling around you all these years without notice. Nature is all around us and influences all we do. Let this book help you "reconnect" and bring your visual communications to the next level. Read more ›

2 of 2 people found the following review helpful

5.0 out of 5 stars BUY THIS BOOK November 15, 2008

By Christine Terrell

Format:Paperback

I'm currently working on a more comprehensive review of this book, but this is the bottom line: If you are a practicing artist, designer or craftsman--buy this book. If you have friends that fall into these categories--buy this book for them. Many design books are pure fluff or puff pieces for their 'celebrity' subjects. This book has all the great photos, illustrations and examples of a well produced, showy design book, but more impressively, the text is highly engaging and thought-provoking. It has inspired me to try new things in my work as well as elucidated some things that were already happening--just at that slightly unconscious level. This is not only a good read, but a reference book that actually lives up to that ideal.

2 of 2 people found the following review helpful

5.0 out of 5 stars Decoding Design November 10, 2008

By Susan Geckle

Format:Paperback

Decoding Design is a must for any visual or graphic artist. Much of what's done in the graphics and design field isn't done by hand anymore, it's done on the computer which has speeded the pace up considerably. The fast pace of today's world means designs are thrown together with little insight or thought. The work done today is less fresh and interesting. Look at an old poster book from a century ago and you'll see what I mean. The designers didn't have computers, worked and lived in a much slower paced but put more care and originality into their work.
This book helps the reader to slow down and actually consider the symbolism of everyday design by reconstructing logos, geometric forms and numbers. This design world today has gotten mediocre and repetitive, this book will help us to rise above that.