This comprehensive introduction to the theory of graphic design examines communication models; visual representation as a system of signs; cognitive approaches to design; modernism and post-modernism; and the social, cultural, and material contexts of contemporary design. Students learn how to apply theory in a modern graphic design practice: to evaluate existing design work critically, to enhance their own studio practice, and to embark on a successful career. The author draws on her many years' experience teaching graphic design students in order to explain complex theories with total clarity. This is the essential text for students of graphic design theory, but will also support courses in graphic design history and will be important reading for anyone investigating how context and audience shape design work.