Учебно-методический комплекс по учебной дисциплине Иностранный язык (английский) для специальности 1-36 21 01 Дизайн производственного оборудования

IV. Chose as many words as possible from the text that can finish the following sentences.

1.Colours can be … .

2.Colours make us … .

3.Colours can express … .

4.Color in design is … .

V. Read the text. Prepare to sum up the main idea. Share it with other students in a group later. Translate the text into Russian.

COLOUR IS A POWERFUL BRANDING TOOL

Companies use colour to express their brands identities. Colour enables brand recognition. It evokes emotion and is used in advertising to set up the right mood. For example Tiffany‟s colour, turquoise blue is so important to the brand that they trademarked it. The company knows that it helps them to stand up from their competitors.

When we hear a company name IBM we think of security and reliability. A synonym for IBM is Big Blue. Their blue represents reliability and confidence. It is their brand attribute which helps to convey the main message to their customers. The majority of logos consist of but a single colour, typically a primary colour. Some may have two

colours, but rarely you may see more than two colours. This makes it easy to attach an emotion to a logo.

•Why is colour an important marketing element?

•Why did IBM choose blue as their brand colour?

VI. Finish the sentences as it is given in the text.

VII. PROJECT MAKING

Make up a dialogue between a client and a designer. As a designer help him /her choose a proper colour for:

furniture for the children‟s room

wall paper for a bedroom

packaging for cookies

office furniture for a well-known company

decoration in the restaurant for a wedding party and etc.

Lesson 3

SHAPES AND FORMS

I. Pay attention to the following words:

II. Read the text.

What forms and shapes are more often used in the designing of the industrial objects?

Would you like to change usual forms of things for unusual ones? For example to create a round book or TV set.

Text 3. FORM, SHAPE AND SPACE

In drawing shapes are created when the ends of lines are joined to enclose areas. There are two general categories that are used to describe shapes. Geometric and Free-Form or Organic Shapes.

Geometric Shapes

can be described using mathematical

terms

they are very regular or precise

they are more often found in man-

made things because they are easier to reproduce and make things with

examples of geometric shapes are: squares, rectangles, triangles, circles, oval, pentagons, cubes, cones, spheres and so on. Architecture is usually composed of geometric forms. These forms are most

often thought of as constructed or made.

Free-form or Organic Shapes

are difficult to describe using definitions

are irregular or uneven and often

asymmetrical

are more often found in nature

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examples include the shape of clouds, puddles, trees, leaves, rocks, cars and other natural and man-made objects.

There are other various ways to categorize form and shape. Form and shape can be thought of as either two dimensional or

three dimensional. Two dimensional form has width and height. Three dimensional shape has depth as well as width and height.

Abstract Shapes

There are also shapes which we cannot relate to reality. They are known as abstract shapes. Abstract shapes are those that have a

recognizable form but are not "real" in the same way that natural shapes are. Free form shapes like spirals, cloud-like formations, and multi-dimensional shapes have become popular in modern logo design.

III. Choose the right adjective for the nouns given below and translate them. Example: cube – cubic – кубический

square

rectangle

circle

sphere

cone

triangle

oval

cylinder

rhomb (diamond)

IV. Match the words with their definitions.

V. Fill in the gabs with the word combinations given in brackets. (Experimentation and altering, negative space, symbolic meanings, sports industry, add interest, rounded elements, customer base, direct the eye.)

1.Shapes help the designer to … or organize elements of a design.

2.Shapes can have … and invoke feelings.

3.Shapes can be used to … to the most important information.

4.Geometric shapes typically include sharp corners but may have … .

5.A company whose primary … is women may use circles and curves in their logo.

6.Nike, a business in the … , likes in their logo shapes with sharp lines that portray movement and action.

7.The “white space” or … left between shapes will also significantly impact a design.

8.… of shapes within a design can lead to the desired result.

Lesson 4

I. Pay attention to the following words:

II.

Read the text. Before reading the text try to answer the following questions giving extensional answers.

1.What do we understand by Symmetry?

2.What kind of a design do you prefer (symmetric or asymmetric) and why?

3.Where do architects and designers use symmetry and asymmetry?

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Text 4. INTERRELATIONSHIP OF SYMMETRY,

BALANCE AND HARMONY IN DESIGN

A central imaginary axis is drawn. You draw any shape on one side of the axis and a mirror image is drawn on the other side of the imaginary axis. This is called symmetrical image. The image looks balanced, rigid and harmonious.

But when it comes to Symmetry in Design, making a symmetrical design is easy but making it attractive and aesthetically pleasing is a little tough.

Many Designers prefer symmetrically designed elevations because if there is symmetry, balance and harmony are satisfied automatically.

“Even God likes Symmetry. He made the Earth round which is symmetrical in all the planes. He made human beings, animals which are symmetrical too. Symmetry is divine. An Architect or a designer who knows how to incorporate symmetry in design is a master of master”. Asymmetrical designs are rhythmic and radiate sense of activeness. When a designer or an Architect is making an asymmetrical design, he should take care that balance and harmony of the structure is maintained. This would

help prevent visual chaos which is very important if a Designer wants people to feel pleasant and react positively when they look at his designed structures…

Symmetry and Asymmetry both have their own rules. Achieving any one of these by satisfying its principles is creativity.

III. Translate the parts of the sentences.

1.Symmetrical images (выглядят божественно).

2.I prefer (ассиметричный дизайн) in clothes.

3.This two projects seem identical and even like (зеркальное отражение) of each other.

4.His pictures (напоминают мне хаос) in the universe.

5.Your brilliant (эстетический вкус) will make you famous among designers.

6.If she wants children to (реагировали положительно) when they look at her designed toys, she should make them more colourful and bright.

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7.The symmetrical elements of this decor (делают его гармоничным).

8.(Нарисуйте несимметричную) vase, please.

IV. PROJECT MAKING

Create your own design of any object: a furniture unit (a table, a sofa, an armchair etc.) a monument, a building for a modern café, a lamp, a bag etc. Describe its shape and form and say about its advantages.

UNIT VI

INDUSTRIAL DESIGN

Lesson 1

I. Pay attention to the following words:

II. Read the text.

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Text 1. THE DEFINITION OF INDUSTRIAL DESIGN

One of the many accepted (but intentionally unspecific) definitions of design originates from Carnegie Mellon's School of Design, "Design is the process of taking something from its existing state and moving it to a preferred state." This applies to new artifacts, whose existing state is undefined, and previously created artifacts, whose state stands to be improved.

“Industrial Design is the professional service of creating products and systems that optimize function, value and appearance for the mutual benefit of user and manufacturer” according to the Industrial Designers Society of America

(IDSA).

At the 29th General Assembly in Gwangju, South Korea, 2015, the Professional Practise Committee unveiled a renewed definition of industrial design as follows: "Industrial Design is a strategic problem-solving process that drives innovation, builds business success and leads to a better quality of life through innovative products, systems, services and experiences."

Although the process of design may be considered 'creative,' many analytical processes also take place. In fact, many industrial designers often use various design methodologies in their creative process. Some of the processes that are commonly used are user research, sketching, comparative product research, model making, prototyping and testing. These processes are best defined by the industrial designers and/or other team members. Industrial designers often utilize 3D software, computer-aided industrial design and CAD programs to move from concept to production. They may also build a prototype first and then use industrial

CT scanning to test for interior defects and generate a CAD model. From this the manufacturing process may be modified to improve the product.

Product characteristics specified by industrial designers may include the overall form of the object, the location of details

with respect to one another, colors, texture, form, and aspects concerning the use of the product. Additionally they may specify aspects concerning the production process, choice of materials and the way the product is presented to the consumer at the point of sale. The inclusion of industrial designers in a product development

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process may lead to added value by improving usability, lowering production costs and developing more appealing products.

Industrial design may also focus on technical concepts, products, and processes. In addition to aesthetics, usability, and ergonomics, it can also encompass engineering, usefulness, market placement, and other concerns – such as psychology, desire, and the emotional attachment of the user.

Some classic industrial designs are considered as much works of art as works of engineering: the iPod, the Jeep, the Fender Stratocaster, the Coke bottle, and the VW Beetle are frequently-cited examples.

III. Complete the following table with the missing parts of speech.

IV. Match the words with the definitions.