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‘Fundamentals of Creative Design’ offers an introduction to key elements of the creative process. Each subject matter, or ‘fundamental’, uses diagrammatic explanation, associated theories, and historical references to explain the underlying principles of design practice. Examples from designers and practitioners are examined in terms of Brief, Process and Result and accompanied by personal explanations from the creatives involved. This book offers an insight into the working methods of creative professionals and enables the reader to understand both how and why these fundamental rules are so important.