- •Unit 1 Product Development
- •1. Look at the products below and answer the questions for each product.
- •2. Read and memorize the following words and word combinations.
- •3. Read the following international words and guess their meanings.
- •4. Complete the sentences to show that you understand the meaning of the new words:
- •Tool to launch holistic sketch performance demand
- •To modify to solve problems to stand out design brief
- •Corporate identity
- •Text 1 stages in design process
- •1. Read the text again and put the stages in the right order:
- •Text 2 product design and evaluation
- •1. Designing products to meet the demand from consumers is called________________?
- •3. Are there only two driving forces for appearance of new designs? text 4
- •Societal, cultural and market influences
- •1. Decode the meaning of societal, cultural and market influences.
- •2. Write а definition of ’design statement’ in your own words.
- •3. What does it mean to be aware of consumer demand? Choose the right variant.
- •4. What is market research?
- •I. Choose the suitable title for the text.
- •1. Why do designers and manufacturers need market research?
- •2. What forms of market research are mentioned in the text?
- •The development of the consumer society
- •I. For how long do you usually use things like pens, mobile phones, tv sets, cars, etc. What does it depend on? Discuss the reasons with your group mates.
- •II. Read the title of the text. Can you explain the term “planned obsolescence”?
- •III. Read the text using a dictionary. Check your answer. Planned obsolescence
- •1. Read the text and say whether the following statements are true, false or not mentioned in the text:
- •2. Find the paragraph containing the following information:
- •3. State the main idea of the text:
- •Companies vs consumers
- •Unit 2 Design-led Companies
- •1. Look at the pictures of car prototypes and answer the questions:
- •2. Read and memorize the following words and word combinations.
- •3. Read and memorize the following words and word combinations.
- •4. Complete the sentences to show that you understand the meaning of the new words:
- •Text 10
- •1. Make a list of the most important points discussed in the text.
- •2. Give a summary of the text using your list. Text 11
- •Aston martin
- •Porsche
- •Text 12
- •I. Read the text and name Alessi’s famous designs. Alessi
- •1. Translate the text with a dictionary.
- •2. Give the company’s background. Text 13
- •9093 Kettle
- •Text 14
- •I. Do you have any Apple products? Describe them.
- •II. Read the text and translate it with a dictionary. Apple
- •Text 15
- •Bang & Olufsen
- •Text 16
- •I. Do you know products design in Japan? Can you characterize them? Are there any distinct features of Japanese design?
- •II. Read the story of Sony Corporation and say why these dates are important for Sony?
- •1. Why did Sony have to change its name?
- •2. What is Walkman, Watchman and Discman?
- •3. Sony predicted: "The Eighties was the age of the pc and the Nineties was the age of the Internet, the 2000s will be the age of the robot." - what will be the 2010s?
- •5. Fill in the gaps with the correct form of the words below:
- •Text 17
- •2. Render the text in English:
- •Text 18
- •Text 19
- •1. Read the text and say whether the following statements are true, false or not mentioned in the text:
- •2. Find the paragraph containing the following information:
- •3 State the main idea of the text.
- •4. Go to page 82 . Read another story about Lego “Lego is the best brick on the block”. What new information does it contain? text 20
- •Sleek and super-fast: London's new Javelin trains are a design triumph
- •Text 21
- •I. Read the title of the story. Make а list of questions you think the story will answer.
- •II. Read the story. Which questions has the story answered? nokia 6310
- •Text 22
- •A tragedy in tableware
- •1. Read the text again and fill in the table:
- •Text 23
- •Tetra pak
- •Unit 3 Designers at work
- •2. Read and memorize the following words and word combinations.
- •3. Read and memorize the following words and word combinations.
- •4. Complete the sentences to show that you understand the meaning of the new words:
- •Text 24
- •1. What product designers do you know? What designs are they famous for?
- •2. Do you know product designers from Russia or the ussr?
- •1. Find out the same information about the following designers: Phillipe Starck, Jusper Morrison, Jean Otis Reinecke, James Dyson, Luigi Colani.
- •2. Speak about one of these designers. Text 25
- •I) Where do you design?
- •Designing is work
- •Text 26 looking for а job
- •I. Have you decided on the work that is right for you? How do you know it's right for you? Below is а list of things people consider when they are thinking about what kind of work they want to do.
- •Text 27
- •I. Study the cv. It is based on the European Curriculum Vitae format.
- •II. Write your own cv for one of the jobs above. You can invent work experience for this task.
- •Text 28
- •Haus proud: The women of Bauhaus
- •1. Bauhaus founder Walter Gropius believed that women thought in two dimensions, while men could grapple with three. Do you agree? supplementary assigments text 29
- •Text 30
- •Convergent design
- •Text 31
- •Text 32
- •Lego is the best brick on the block
- •Text 33 color quiz
- •1. Read the descriptions and match the colors with the characteristics:
- •2. Go to the web page with the quiz and find out your color. Do you agree with the result? If not, read the personal characteristics below and choose the color you fit better.
- •3. Read your results to the group. Do your group mates agree with your color?
1. Read the text and say whether the following statements are true, false or not mentioned in the text:
а) Planned obsolescence is an important issue of modern product manufacture.
b) It first appeared in the USA in the middle of the 20th century.
c) The society is consolidated in its view on planned obsolescence.
d) The book The Waste Makers had а great influence on industry.
e) With domestic appliances the replacement of the entire unit is less cost-effective than the replacement of the defective component(s).
f) Aesthetics is playing an important role in the car market.
g) There are no economic arguments against the supposed social benefits of planned obsolescence.
2. Find the paragraph containing the following information:
а) Reasons of opponents of planned obsolescence
b) Consumers’ choice is shaped by advertising
c) Main areas where planned obsolescence operates
3. State the main idea of the text:
а) Planned obsolescence is the driving force of product manufacture.
b) Various social perspectives on planned obsolescence
c) History of development of planned obsolescence
d) Social and environmental issues of planned obsolescence
TEXT 8
Translate text A in writing. Time limit is 35 min.
А CORPORATE IDENTITY
Corporate identity design, which is strongly related to packaging design, is a means by which companies and/or brands can give their products or services a visually unified character that will differentiate them from others in the marketplace. Central to corporate identity is the company logo, which is normally used on all corporate projections from stationery to advertising. Some mainly design-led companies and brands, such as Braun, adopt a holistic approach to corporate identity, implementing a rigorously-managed design regime which impacts not only on the nature of their products but on the design of their offices and factories as well. Peter Behrens was the first designer to put such a programme into action when he became the artistic adviser to AEG in 1907.
He applied an integrated language of design not just to the company's products and graphics, but to housing for its workers and even one of its factories - all of which was instrumental in forging AEG's easily recognizable identity. In view of the progressive globalization of today's markets, commercial organizations are increasingly embracing the universal language of corporate identity design in an effort to compete more effectively.
Read text B. What new information about corporate identity does it contain?
B
The name given to a company’s graphic image. The tradition of designed company names, or logos, goes back to the 19th century. They have been used to reinforce a strong brand identity, usually for food and drink products, including Kellogg’s cereals, Quaker Oats, Campbell’s soups and most famously Coca-Cola. In the 20th century the idea of an even more powerful corporate image took hold, and corporate identity was born
The father of corporate identity is usually held to be the German designer Peter Behrens, who worked for the electrical company AEG in the inter-war years, but it was in the post-war USA that the design of corporate identities became a profession in itself. Indeed, the identity designed for the American company IBM in the 1950s by Eliot Noyes and Paul Rand is regarded as a model of its kind. Noyes went on to apply corporate identity schemes to other blue-chip American companies such as Westinghouse, Mobil Oil and Pan American World Airways. By the 1960s, a series of design consultancies specializing in corporate identity had been established in the USA, including Lippincott & Margulies, Anspach Grossman Portugal, and Saul Bass. These industry pioneers replaced names with strong graphic symbols, which the customer can instantly identify. The large ‘M’ for McDonald’s and the track sing for British Rail are two examples of this trend. European firms quickly followed suit, including the high-profile British consultancy brand identity for the Tate Modern in 1999. Corporate identity as an industry term has now been replaced by brand consultancy, which aims for a similar transformational effect on markets but has widened the focus from simply the design and application of a brand identity to all aspects of marketing, including packaging and advertising.
TEXT 9
Read the text and say if you agree or disagree with the author.