Английский для дизайнеров (English for Designers). Учебное пособие

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PROGRESS CHECK

UNITS 5–8

1. Fill in the gaps with the English equivalents.

The Color of Fear. The Color of Fashion

Over the past 50 to 100 years, the color black has gone through a (значительный)

___________________ transition. Black has made its way from being a color (неизменно) ___________________ associated with negative to one known as a (в значительной степени) ___________________ fashion icon.According to many of theworld’s creation stories the beginning of time was (полностью) ___________________ black until an (случайный) ___________________flash of light created theUniverse. (Первоначально)

___________________ people thought of black color as the color of night, the color of darkness. Prehistorically, people were (очевидно) ___________________ more at risk of being attacked by predators or by enemies when in thedark. So, through evolution, humans have (неизменно) ___________________ developed a tendency to be scared of darkness and black. For instance, many cultures (жёстко) ___________________ insist black animals bring bad luck. However, black isn’t as dark as people think as the word “black” (изначально) ___________________ meant “shining white or flashing” and theidiom “to be in theblack” means to gain(относительно) ___________________high profits. Since the beginning of the 20th century fashion has (последовательно) ___________________

persuaded people that as the color black can bring fear to most, it can provide (соответствующую) ___________________ security to those who wear black. So, today when something (несомненно) ___________________ popular comes along people tend to call it “the new black”.

2. Fill in the gaps with the Comparative or Superlative forms of adjectives.

The Color of Emperors

Purple is the marriage of opposites, a mixture of (hot) ___________

_____________ color and (cold) ________________________ one. It is much (energetic) ________________________ than any other color and (powerful)

________________________ color of the rainbow. The green planet that we call home mayhaveactuallylookedpurplein(early)________________________ days,accordingto

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the“Purple Earth theory”.There were(tiny) ________________________ microorganisms that dominated the planet and possibly created (pure) ________________________ purple hue that could be seen from space. (Late) ________________________ times (saturated) ________________________ hues of purple were adopted by ancient (up)

________________________ class. Imperial purple became the monopoly of Roman emperors who prohibited their citizens from wearing purple clothing under penalty of death, though (poor) ________________________ citizens couldn’t afford it – a pound of purple wool was much(expensive) ________________________ than most people earned in a year. Purple was (favorite) ________________________ color of Egypt’s Cleopatra known for her (extraordinary) ________________________ purple sails ship of the time. Purple has survived for centuries, has been(legislated) ________________________ color in history, has sent men to their deaths and yet still causes most people to smile when they look at it. But this may be(big) ________________________ threat purple has ever faced.

3.Fill in the gaps with Present or Past Participles.

Japanese Balance

We feel more comfortable and find it more (please) ___________________

when the parts of an artwork seem to balance each other. Imbalance gives us an (unsettle) ___________________ feeling, and that is something that for most artists is not the (desire) ___________________ effect. Balance was very much important for Japanese art starting from the 14th –16th centuries when it was under the (inspire) ___________________ influence of Zen Buddhism. The sculptures of Zen masters they created were all (articulate) ___________________ and (balance) ___________________ with an emphasis on the strength of their (balance)

___________________ life. In contrast, Indian art reflected the value of prana, or the breath of life, which can be seen in the (animate) ___________________ quality of its sculptures. Indian sculptures emphasized the sense of movement and suggested a (dance) ___________________ motion.The most (distinguish) ___________________

Japanese art of later centuries put an emphasis on asymmetrical balance which influenced the (develop) ___________________ European modern art of the 19th – 20th centuries

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as Japanese use of dramatic coloring and (dash) ___________________ lines added an elegant and (detail) ___________________ look to a simple image. The (turn)

___________________ point in artwork of Henri de Toulouse-Lautrec came when he learnt Japanese ukiyo-e, (flourish) ___________________ Japanese art of the 17th-19th centuries translated as “pictures of the (float) ___________________ world”. Vincent van Gogh, adopted the (develop) ___________________ artistic style of Japanese asymmetry in his paintings too. He was inspired by Katsushika Hokusai, the mostly (cite) ___________________ ukiyo-e artist due to his work “The Great Wave” from a (focus) ___________________ series of prints on the Mount Fuji. Hokusai’s (roll)

___________________ asymmetry of landscapes motivatedVincent van Gogh to create his asymmetrical (recognize) ___________________ landscapes.

4. Fill in the gaps with the appropriate Passive Voice tenses (Present Simple, Past Simple, Present Perfect or Future Simple).

The Queen of the Curve

I don’t think that architecture is only about shelter. It should be able to excite you, to calm you, to make you think.

Zaha Hadid (1950–2016)

She was the first woman who (award) ________________________

the Pritzker Architecture Prize, in 2004. She (make) ________________________

the Commander of the Order of the British Empire in the 2002, and then she (name)

________________________ the Dame by Elizabeth II for services to architecture in 2012. She (describe) ________________________ by The Guardian of London as the “Queen of the curve”. Some of her designs ( present) ________________________

recently, including the statuette for the 2017 BritAwards, and many of her buildings (still construct) ________________________, including the Al Wakrah Stadium in Qatar, a venue for the 2022 FIFA World Cup. Her name is Dame Zaha Hadid, an IraqiBritish architect, who (internationally know) ________________________ for her built, theoretical and academic work. Her outstanding contribution to architecture (acknowledge) ________________________ by the world’s most respected institutions. Her architectural style (not easily categorize) ________________________, as she said she (not influence) ________________________ by only one style or school. Nonetheless, in different periods of her career she (name) ________________________ as a major figure in architectural Deconstructivism (MoMA, 2016). Her work (also describe)

________________________ as an example of Parametricism. In 2009 an article profiling

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Hadid in the NewYorker magazine (title) ________________________”TheAbstraction ist”. Nowadays Hadid’s works (find) ________________________ all across the globe. Her most famous buildings (situate) ________________________ in Europe, the USA, and Asia; and her non-architectural works (present) ________________________

in the major world’s museums since 1978 including the one which (show)

________________________ in Russia’s Hermitage in 2015. Many of her projects (not complete) ________________________ during her lifetime; nevertheless, they (finish)

________________________ by her architectural design firm “Zaha HadidArchitects” which (locate) ________________________ in London.

5. Translate from Russian into English using appropriate Passive Voice tenses.

1.Первый цветовой круг был разработан великим учёным Сэром Исааком Ньютоном в 1666 году, и с тех пор концепция цвета широко обсуждается и модернизируется.

2.В работах Ньютонах значения цветов объяснялись физическими законами, более того, семь цветов круга были привязаны к семи музыкальным нотам.

3.В 1810 году в Германии была опубликована книга «Теория цветов» выдающегося писателя и поэта Иоганна Вольфганга Гёте, которая оказала большое влияние на искусство модерна.

4.Основной акцент в книге Гёте был сделан на то, как цвет воспринимается людьми.

5.Несмотря на то что со дня создания книга подвергается критике физиками, в наши дни она изучается психологами.

6.«Искусство цвета» – книга знаменитого художника и преподавателя всем известной школы «Баухауз» Иоганесса Иттена – была написана на основе работ Ньютона и Гёте.

7.Его цветовой круг был дополнен вторичными цветами, а теория цвета – контрастами тонов.

8.В значительной степени модернизированный цветовой круг, представленный

вкниге Иттена, широко используется художниками и дизайнерами по сей день.

9.Сезонная теория цвета 1980-х годов была полностью основана на теории Иттена.

10.Сегодня «Искусство цвета» изучается в художественных и дизайнерских школах по всему миру.

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6.Translate from Russian into English.

Розовый – хит сезона

Сегодня самым плодотворным современным дизайнером является канадский дизайнер египетского происхождения Карим Рашид (Karim Rashid). Он запустил более 3500 проектов в различных отраслях от упаковки товаров и мебели до боль - ших архитектурных проектов. Он создал уникальный стиль, который называют поп-люксом, но сам он называет его чувственным минимализмом, а предметы интерьера blobjects по имени Mr. Blobby, популярного персонажа телепередачи. Карим Рашид использует компьютерные технологии и соответствующее программное обеспечение с целью создания более функциональных, красивых и дешёвых предметов. Он сотрудничает с самыми известными компаниями по всему миру, а его работы хранятся в постоянных собраниях 15 крупнейших музеев мира. Он строго использует только яркую цветовую палитру, и самые его любимые цвета все оттенки розового и белый. Он считает, что розовый наиболее уместный цвет цифровой эры. В своей книге «Я хочу изменить мир», написанной в 2001 году, Рашид описал ключевые принципы, которым он следует в своей работе. Также он разработал 50 насущных принципов, которые очень популярны среди и начинающих, и опытных дизайнеров.

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KEYS

UNIT 1

1. Fill in the table with the appropriate adjectives.

DESIGN: aesthetic, complicated, functional, artistic DESIGNER: curious, hardworking, skillful, sensitive

2.Which of the statements are true? Correct the false ones.

3.Match the English verbs to their Russian equivalents.

5. – b.

4.Make the word partnerships. More than one matches possible.

5.Fill in the gaps with English equivalents from the box.

Human minds have theability to tell us that something is impossible long before wegive an effort. Our mind says, “I can’t do this. I’ll never make it. It’s not possible”. Those who let themselves think this way are sure to fail because they stop trying to succeed. Developing a good plan is the secret weapon for gaining a positive thinking. Once you’ve spent much time thinking about your goal that you can see it, touch it, taste it, and smell it with your mind’s eye, you won’t easilygiveupon it.Agood example of thegreat success is theWright brothers’first flight on December 17th, 1903.Although they failed hundreds of times before they succeeded they never gave up on their dream but improved their skills which led them to success.

6.Fill in the gaps with English equivalents.

Designers should have strong creative and artistic skills to make their designs aesthetic pleasing for their clients. They select a variety of tools with the clients’interests and tastes in mind.Although many design aesthetics are learned throughdevelopingand improvingof their skills, a natural creative talent andcuriosity help designers to besuccessful. To find clients and understand their state of mind, designers need excellent communication skills. To achieve a high level in profession designers should learn and work hard.

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7.Translate from Russian into English.

1.Agooddesignisaestheticandfunctional.2.Designersaremadenotborn.3.Themain qualityofadesignerisacuriosity.4.Designersshoulddeveloptheircreativity.5.Workinghard is one of thequalities which lead to a success. 6.State of mind of a creative person differs from a state of mind of an average person. 7. A successful person is improving his skills all time long. 8.You should work hard to achieve a success. 9. Drawing is one of the skills a designer should gain. 10.Software programs are one of thetools needed to fulfill a work. 11.Designers create not just the new products but a new aesthetics. 12. Design is an improving of artistic traditions in business sphere.

8.Use Present Continuous in the second sentence. Explain the meaning.

9.Open the brackets using Present Simple or Preset Continuous.

Icome at my boutique showroom office at 9:00 am. I usually spend the first forty five minutes surfing design sites for thelatest news and trends. But now Ispendingmuch more time doingthis,andactually,Ireallylove thisprocessofgettingnewideasandinsights.Mycolleagues atthemomentare sifting through e-mailsandrespondingtocustomers’calls.Asarule,thefirst clients arrive for their consultation at 10:00 am, and some of them have already come. Iam waiting for myclienttoarrive.Sheis coming toseesomeitemsIhaveincludedintheblueprint.

1:00 pm: My customer hasn’t come yet. Now she is planning to visit my office at 5:00 pm. Meanwhile, our showroom is buzzing with visitors.And I am leaving for a meeting with a new client. Imeet new customers 2 times a week at lunch time. Iam planningto return back at 4:30 pm. and to finish my working day at 7:00 pm.

10.Translate from Russian into English.

Iwant to become a web-designer. Now I am studying design at thecourses. I am learning todraw and developingmyskillsin PhotoshopandIllustrator.Idraw3hoursa day.Sometimes I read books on design, as well as biographies of the famous designers. I usually make sites for my friends and improve them each half a year. At the moment I am working on my first site for a client. It is a complicated work but I am doing it with pleasure.Also, I am creating my portfolio. I believe that a person who develops and improves his skills may become a good designer. I am planning to find a job at the big company. For this I am working and studying hard. Everyone who has the goal achieves it if he believes in his success.

11.Match the English nouns to their Russian equivalents.

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12.Translate from English into Russian.

Пол Рэнд. Думай по-другому

Выдающийся графический дизайнер Пол Рэнд (1914–1996) начал свою успешную карьеру с публикаций стоковых изображений в различных газетах и журналах. В 1950-х и 1960-х он приобрёл славу благодаря созданию логотипов компаний. Наиболее известен его вклад в разработку корпоративного имиджа компаний, многие из которых известны по сей день: IBM,ABC, Cummins Engine, UPS. Его сотрудничество со Стивом Джобсом привело к появлению самого замечательного промышленного дизайна и революционного продукта в истории человечества. Стив Джобс нанимал Рэнда для создания корпоративного имиджа его компании NeXT. Джобс ценил его талант, называя Пола Рэнда «величайшим графическим дизайнером».

Журналист: «Был ли он первым дизайнером, к которому вы обратились?» Стив Джобс: «Он был единственным дизайнером, к которому мы обратились».

Сотрудничество легенды бизнеса и легенды дизайна, без всякого сомнения, оказало огромное влияние на появление новых реалий.

13. Match the terms to their definitions from the Oxford Dictionary.

UNIT 2

1.Match English words and word partnerships to their Russian equivalents.

3. – a.

2.Which of the statements are true? Correct the false ones.

3.Match English verbs to their Russian equivalents.

4.Make up the phrases.

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5.Fill in the gaps with the verbs from the box in appropriate forms.

CompanyDesignsNowwasestablished in1996asavinylsignshop.Sincethen,wehave been involved in a process of creating graphic design, promotional products and photography. Having set the concept of completion, Designs Now is truly a one stop shop that can handle your most challenging projects and deliver them on time and on budget. Our services include branding, logo design, all print formats from large to small as well as 3D products such as monument signs. Our products are fully customizable andinspiredby your specific needs. Our social responsibility encourages us to produce environmentally friendly products.

6.Translate from Russian into English.

1.I consider that design is not art. 2. The goal (purpose) of design is a promotion of goodsandservices,notcreationofmasterpieces.3.Adesignershouldn’tdependoninspiration.

4.A designer should be encouraged by a client, and not by ideas of his own. 5. If a client sets a precise task a designer can fulfill it. 6. A designer’s work includes a visualization of a finished product and a setting of a precise plan to achieve the goal. 7. I guess that the sources for inspiration are the other designers good works. 8. A good designer should know what is happening in his professional environment. 9. A designer shouldn’t be a prodigy to create inventive products. 10.Adesigner may achieve a success by developing his skills.

7.Fill in the gaps with the English equivalents.

Based on Maslow’s hierarchy of needs, a design must meet basic needs before it can satisfy higher-level needs. Designs that identify only basic functionality needs are considered to be of little to no value. Design that meets lower-level needs should moves on to cognitive and aesthetic needs. Designs that satisfy creative needs are of the highest level. No wonder Apple company succeeds, it understands and satisfies creative design needs.

8.Complete the sentences using an appropriate modal verb. Explain your choice.

1.Art must have an emotional context.

2.Design must be understood by people.

3.Art should spark questions (sometimes without answers) in those who look at it.

4.Design projects must aim to solve problems or provide information.

5.Art should be an individual activity.

6.Design should be taught and learned.

7.Artshould havevariedmeaningsthatcanbedifferentbasedonaperson’sexperiences and emotions.

8.Design must send a clear and direct message.

9.Talent of an artist can be cultivated. But part of this ability must be innate.

10.Design projects must have an audience in mind.

9.Translate from Russian into English.

In50–60-sanAmericanpsychologistAbrahamMaslowcreatedthetheoryofhumanneeds. All of us have basic needs which we need to satisfy. Maslow considered that we should satisfy our needs in food, shelter, and belongingness to gain self-esteem and confidence necessary for achievingasuccess.Whenourbasicneedsaremetweneedaesthetics,spiritualandintellectual

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