Английский для дизайнеров (English for Designers). Учебное пособие

UNIT 5. DESIGN ELEMENTS

“Jonathan Safran Foer” cover. He has (many) ________________________ imitators than others, but none of them match the energy of his work.

3.Virginia Woolf’s (old) ________________________ sister, Vanessa Bell, created one of (impressive) ________________________ covers for “To the Lighthouse”, which was published by Woolf’s own Hogarth Press in 1927.

4.Tony Palladino,thedesignerofthis iconiccover for “Psycho”,oncesaid,“How can youdoa(good)______________________imageof“psycho”thantheworditself?”Alfred Hitchcock bought therights to thelettering for his film’s promotion, which influenced Saul Bass to create no (little) ________________________ famous images.

5.American designer Paul Rand was a master of conveying an idea into its (concentrated) ________________________ form. Inspired by European Modernists such as Kandinsky, Klee and Miró, his work looked like nothing else on the shelf.

Translation

11. Translate from Russian into English.

Пять самых успешных графических дизайнеров мира

1.Саул Басс (Saul Bass) (1920–1996) – один из самых известных графических дизайнеров XX века. Он был лучшим в создании самых необычных фигур и линий.

2.Пол Рэнд (Paul Rand) (1914–1996) – самый выдающийся американский дизайнер, создававший корпоративные логотипы в XX веке. Он разработал большее количество логотипов, чем другие дизайнеры того времени.

3.Алан Флетчер (Alan Fletcher) (1931–2006) – британский графический дизайнер,которогоDailyTelegraphназвала«наиболееуважаемымграфическимдизайнером своего поколения». Один из его корпоративных проектов, логотип Reuters, выглядел намного более привлекательным, чем другие логотипы середины 1960-х.

4.Саги Хавив (Sagi Haviv), самый модный современный дизайнер, является партнером Chermayeff & Geismar – создателей самых знаковых брендов в мире. Его наиболее крутые проекты – логотипы для национальных парков Нью-Йорка

иLibrary of Congress. Его дальнейший план – сотрудничество с модным брендом

Armani Exchange.

5.Вальтер Лэндор (Walter Landor) (1913–1995) – самый известный немецкий дизайнер, чьим самым инновационным проектом является логотип FedEx. Сегодня дизайн логотипа FedEx считается одним из лучших проектов в мире.

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The Design Icon of the Unit

12. Translate from English into Russian.

Saul Bass. The Man Who Penetrated the Heart of the Movie

Saul Bass (1920–1996) was a graphic designer and filmmaker, best known for his design of film posters and movie title sequences. He completely revolutionized the role of titles in films. Traditionally, opening titles were static and considered so unimportant, that they were actually projected onto theclosed curtains which only opened for thefirst official scene of the movie. Bass, however, injected life into these graphics, making them as much a part of the cinematic process. Bass’letters dashed and moved across the screen along with thedifferent images. During his 40-year career Bass worked for some of Hollywood’s greatest filmmakers, including Alfred Hitchcock, Stanley Kubrick, Martin Scorsese, and others. He became well-known in the film industry after creating the title sequences for The Man with the Golden Arm in 1955 starring Frank Sinatra. Bass also designed some of the most iconic corporate logos in NorthAmerica, including theoriginalAT&T“bell” logo in 1969, as well as their later “globe” logo in 1983.

Martin Scorsese “Saul was a great filmmaker. He looked at the film in question, and he understood the rhythm, the structure, the mood – he penetrated the heart of the movie and found its secret”.

The KeyAdjectives of the Unit

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

VOCABULARY

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Английский для дизайнеров

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UNIT 6. COLORS IN DESIGN

Color doesn’t add a pleasant quality to design – it reinforces it.

Pierre Bonnard , french painter and printmaker

Vocabulary

1.Match the English word partnerships to their Russian equivalents.

Understanding Terms

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Английский для дизайнеров

Quiz

3.Fill in the gaps with the English equivalents.

A(цветовой круг) ________________________ based on red, yellow and blue, is traditional in thefield of art. Sir Isaac Newton(разработал) ________________________

the first circular diagram of colors in 1666. Since then, scientists and artists have studied

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UNIT 6. COLORS IN DESIGN

and (создали) ____________________________ numerous variations of this concept. In reality, any (цветовой круг) ____________________________ presents a logically arranged sequence of (чистые цвета) ____________________________. In traditional color theory the (основные цвета) ____________________________ are the 3 pigment colors that cannot be mixed or formed by any combination of other colors. The (вторичные цвета) ____________________________ green, orange and purple are formed by mixing the (основные цвета) ___________________________. The (аналоговые цвета) ___________________________ are any three colors which are side by side on a 12-part (цветовой круг) ________________________, such as yellowgreen, yellow, and yellow-orange. Usually one of the three colors predominates. The(дополнительныецвета)_____________________________areanytwocolorswhich are directly opposite each other, such as red and green and red-purple and yellow-green. These opposing colors create maximum contrast and maximum stability.The(монохроматические цвета)________________________ are(оттенки) _________________ and (тени) ______________________ or(тональные) variations of thesame(основной тон)­

_________________________.

4.Fill in the gaps with the English equivalents.

Impressionists vs. Expressionists

1.Whereas impressionism was a(движение) _________________ that developed in the 1860s in Paris, expressionism was a (движение) _________________ that emerged in 1905 in Germany.

2.Unlike impressionists who focused on capturing themomentary effect of thescene showing (внешний) _________________ world, expressionists focused on emotions showing their (внутренний) _________________ world.

3.In contrast to impressionists who used short thick(произвольные) ___________

_________ brushstrokes, expressionists used gestural brushstrokes.

4.Asopposedtoimpressionistswhocreateda(расплывчатый)_________________

blend of (чистый) _________________ color, expressionists used (насыщенные)

_________________ bright (тона) _________________.

5.Different from impressionists who used (дополнительные) _________________

colors, expressionists used (произвольные живые) _________________________

_________ colors.

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Английский для дизайнеров

5.Fill in the table with the appropriate artists’names.

Reading

What’s your country’s favorite color?

By processing data on one million users’ color-coded image downloads of their library of more than 65 million stock photos, Shutterstock has created an interactive map visualizing the year’s most popular color choices in 20 nations around the world. Despite colors having wildly different symbolic associations from culture to culture (i.e. the color green is forbidden in parts of Indonesia, while in Mexico, it traditionally stands for independence), the20 countries analyzed here have relatively similar preferences when it comes to the dominant hues of their stock photos.

The map shows that, at least in the stock photo world, cool colors are cool right now, while warm colors are less popular. Calming light greens and muted blues dominate the color-coded map, colors found in most natural landscapes regardless of geographic location. Only two countries of the 20, Russia and Switzerland, have shades of red among their top three most downloaded colors.

Shutterstock also processed numbers on the top color trends of 2017 worldwide; by matching pixel data with image downloads on their website.The fastest growing colors of the year included two different shades of cool cyan, a dark pastel violet, and a deep, desaturated blue. These trends only reflect the preferences of Shutterstock users – largely made up of creative professionals and brand marketers – and don’t necessarily translate to color trends in the art world. But Shutterstock thinks the report likely reflects overall color trends – “It” colors tend to cross over, saturating industries from high-fashion to home decorating to photography,” Shutterstock’s analyst Jenn Takahashi says. Still, we’ll wait to get data from ColorSearch, a new digital platform that lets art collectors buy based on color, to learn which colors won the art world’s popularity competition.

Shutterstock, an american stock photography and editing tools provider

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UNIT 6. COLORS IN DESIGN

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

1.All countries have relatively similar color preferences.

2.Warm colors are more popular than cool colors.

3.People preferences depend on geographic locations they are living in.

4.Russia’s preferences differ from the other countries’choice.

5.These trends reflect the preferences of Shutterstock users, not the professionals.

6.Cool colors tend to saturate high-fashion industry in 2017–2018.

7.Match the colors to their psychological meanings.

Psychological Meanings of Colors

8.Fill in the gaps with the English equivalents in the following quotes.

1.“All colors are the friends of their neighbors and the lovers of their (противоположности) ________________________”. – Marc Chagall

2.“(Самые чистые) ________________________ and most thoughtful minds are those which love color the most”. – John Ruskin

3.“(Дополнительные цвета) ________________________ make a strange pair. They are opposite, yet they require each other”. – Johannes Itten

4.“You will understand that I limited myself to (основные цвета) ________

________________... I refrained from choosing “nice” colors... ” – Vincent van Gogh

5.“Blue is the only color which maintains its own character in all its (тональности) ________________________. Take blue in all its (тени и оттенки)

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Английский для дизайнеров

________________________ and ________________________, from the darkest to the lightest – it will always stay blue”. – Raoul Dufy

6. “(Основные цвета) ________________________ can affect the intimate feelings with all the more force because they are simple”. – Henri Matisse

Translation

9.Translate the text from Russian into English.

Покажи мне свои любимые цвета – и я скажу тебе, кто ты.

Макс Люшер (Max Lüscher) (1923–2017) – швейцарский психолог и создатель знаменитогоцветовоготеста.Еготестотражаетпсихологическоесостояниечеловека, основанное на его цветовых предпочтениях. Люшер считал, что восприятие цвета универсально и индивидуальные предпочтения цвета помогают узнать психологический тип человека. Он разработал четыре основных типа людей: синий, зелёный, красный и жёлтый. Люди синего типа предпочитают гармонию, покой и традиционную одежду. Люди зелёного типа предпочитают материальные блага, развитие и классическую одежду. Они не интересуются модными тенденциями и не покупают одежду модных тонов. Люди красного типа любознательны и стремятся преуспеть. Они любят экстравагантную одежду, которая отличает их от других. Жёлтый тип предпочитает творческое развитие и модную одежду. Он часто меняет цветовую палитру, чувствуя себя авангардистом. Цветовой тест Люшера стал самой известной цветовой диагностикой во всём мире и широко используется во всех странах.

Useful Vocabulary

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