Английский для дизайнеров (English for Designers). Учебное пособие

4.Fill in the gaps with the English equivalents.

7 Ways to Capture Someone’sAtten tion

1.Automaticity. People’s instincts make them react faster than brains can think. Bright colors are more likely to (обратить их внимание) __________________________

than calm ones.

2.Framing. Our view of the world is shaped by our social and personal experiences. (Чтобыпривлечьвнимание)__________________________ofyouraudienceyoushould create a new frame by repetition. If you repeat the same statement or pattern several times people start to believe it is good.

3.Disruption.We(обращаемвнимание) __________________________toanything thatbreaksourexpectations.(Чтобызаполучитьвнимание)__________________________

of your clients or colleagues, try surprising them in a positive way: ask an unexpected question, beat a deadline.

4.Reward.Peopleneedintrinsicrewardslikeself-satisfactionandasenseofpurpose.

Theprospectofhavingthem(захватываетнашевнимание)  .

Rewards we can touch, experience, or even just visualize have a greater impact on our attention.

5.Reputation. Clients rate experts as the most trusted spokespeople. If you’re trying to (удерживать внимание) __________________________ of people who don’t know you, feel free to cite others who are most knowledgeable on the topic.

6.Mystery. Why can’t we put down a good book or stop watching series? Our memory keeps incomplete stories and tasks. If you intend to (удерживать внимание)

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__________________________ of your clients on your personality for a certain period of time show them just the parts of your projects.

7. Acknowledgement. All people need acknowledgment. Key to this is a sense of belonging to a community that cares about us. Create that feeling for anyone whose (захватить внимание) ________________ you’d like to ________________, and they’ll repay you.

Adapted from “Captivology: The Science of Capturing People’s Attention” by Ben Parr

Vocabulary

Translation

5.Translate from Russian into English.

«Порядок и Хаос»

Принципы дизайна – это правила, которые помогают создать более привлекательные проекты. Одним из принципов дизайна является принцип баланса, который относится к симметричному или асимметричному распределению элементов в композиции, включая эффективное использование негативного пространства. Первопроходцем негативного пространства был голландский художник и графический дизайнер Мауриц Эшер (M.C. Escher). Многие художники и дизайнеры используют его инновационный метод работы с негативным пространством в своих проектах и в наши дни. Также Эшер много работал с геометрией и логи - кой пространства. Его оптические иллюзии стали символами XX века, и многие художники до сих пор их цитируют. Его эксперименты по созданию движения в композициях путём использования постоянного, плавного и прогрессивного ритма привели к появлению его знаменитой серии «Метаморфозы», которая являет собой пример идеального использования этого принципа в искусстве и дизайне. Сегодня работы Эшера можно увидеть в музеях Нидерландов, США, Канады, Израиля и Японии.

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6.Fill in: is, are, was or were.

1.“Starry Night” ________ painted by Van Gogh in 1889.

2.More than 150,000 pieces of art ________ exhibited at MoMA.

3.“Metamorphoses” ________ created by M.C. Escher in 1967–1968.

4.“Guernica” ________ painted by Pablo Picasso.

5.“The Hermitage” ________ visited by 3 million visitors annually.

6.“The Card Players” by Paul Cézanne ________ sold for $ 250 million.

7.Composition ________ balanced around an axis in the center.

8.Rhythmic patterns ________ built from elements and theintervals between them.

9.Our view of the world ________ shaped by our social and personal experiences.

10.The principle “form follows function”________ proposed byAmerican architect Louis Sullivan.

11.Dominant point in design ________ noticed first while focal points ________

noticed after it.

12.Contemporaryartists________influencedbyiconicworkswhich________made in the 20th century.

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7.Turn from active into passive.

Gestalt Principles in Design

The whole is greater than the sum of the parts.

Kurt Koffka, german psychologist

Pattern:

Gestalt principles describe how people perceive visual objects.

Gestalt principles describe how visual objects are perceived by people.

1. The Berlin School of experimental psychology worked out Gestalt principles.

Gestalt principles ­

_____________________________________________________________________. 2.I.Kant,E.Mach,andJ.W.vonGoetheinfluencedthedevelopmentofGestalttheory.

The development of Gestalt theory­__________________________________________

_____________________________________________________________________. 3. Gestalt psychology studies the human mind and behavior as a whole.

The human mind and behavior as a whole ________________________________

_____________________________________________________________________.

4. Gestalt theory proposed the laws of perception: Similarity, Pragnanz, Proximity, Continuity, and Closure.

The laws of perception: Similarity, Pragnanz, Proximity, Continuity, and Closure

__________________________________________________________________. 5. Similarity law says: human mind perceives elements as a part of group.

Similarity law says: elements ____________________________________________

____________________________________________________________________.

6. Pragnanz law says: human mind reorganizes complex shapes into simpler components.

Pragnanz law says: complex shapes _____________________________________.

7. Proximity law says: human mind perceives objects that are closer together as more related than objects that are further apart.

Proximity law says: objects that are closer together ___________________________

_____________________________________________________________________.

8. Continuity law says: people think that elements arranged on a line or curve are more related than elements not on the line or curve.

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Continuity law says: elements arranged on a line or curve ____________________

__________________________________________________________________.

9. Closure law says: human mind turns a complex arrangement of elements into a single, recognizable pattern.

Closure law says: a complex arrangement of elements ________________________

_____________________________________________________________________.

10. Gestalt school of psychology influenced the modern study of human sensation and perception significantly.

The modern study of human sensation and perception _______________________

__________________________________________________________________.

8.Fill in: was, were, has been or have been.

1.“Order and Chaos” _______________ created by M.C. Escher in 1950.

2.Artists and designers _______________ influenced by M.C. Escher innovations till now.

3.Surrealism in Europe _______________ established by Salvador Dali.

4.Salvador Dali _______________ rated among the top 10 surrealists of all time.

5.The idea of the “Readymade” of Dada artist Marcel Duchamp _______________

adopted by conceptual artists in the 20th century.

6.Since the 60-s, conceptual artists _______________ influenced by the brutal simplicity of minimalism.

7.PabloPicasso’s“Nude,GreenLeavesandBust”_______________soldfor$ 106.5 million.

8.Pablo Picasso’s “Nude, Green Leaves and Bust” _______________ bought by an American financier.

9.In the 30s and 40s, paintings of Picasso, Matisse, Gauguin, and Edvard Munch

_______________ removed from all German museums.

10.Edvard Munch’s “The Scream” _______________ the target of several highprofile art thefts.

11.Principle “form follows function” _______________ formed in the 19th century.

12.Principle “form follows function” _______________ adopted by all designers.

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9. Put the verbs in the brackets into Present Simple, Present Perfect, or Past Simple passive.

The Isabella Stewart Gardner Museum Theft

In 1990, the Isabella Stewart Gardner Museum in Boston (rob) ________________

_____________.13worksofartvaluedat$ 500million(steal)_______________________. It (consider) _______________________ the largest-value theft of private property in history. Despite efforts by theFBI and multiple probes around theworld, no arrests(make)

_______________________ and no works (recover) _______________________ till now. The museum initially offered a reward of $ 5 million for information leading to their recovery, but in 2017 this reward (double) _______________________ to $ 10 million. The stolen works (purchase) ___________________________ by art collector Isabella Stewart Gardner (1840–1924). Since the collection is permanent, empty frames remain hanging to the missing works for when they (return) ___________________________.

Experts (puzzle) _________________________ by the choice of paintings that (steal) ________________________________________, especially since more valuable artwork (untouch) _______________________. According to the FBI, the stolen artwork (move) _______________________ through the region and (offer)

___________________________ forsaleinPhiladelphiaduringtheearly2000s.Theybelieve thethievesweremembersofacriminalorganizationwhich(base)_______________________

inthemid-AtlanticandNewEngland.BostongangsterBobbyDonati,who(murder) ________

_______________in1991asaresultofongoinggangwars,(cite)_______________________

as a possible collaborator in the robbery. Due to the high profile of the museum theft, it (reference and parody) _____________________________ in many different works.

Translation

10. Translate from Russian into English.

«Крик» Эдварда Мунка (Edvard Munch’sThe Scream) – произведение, которое чаще всего похищают. Серия из четырёх картин под названием «Крик» была создана Мунком в период с 1893 по 1910 год. Впервые «Крик» был показан публике на берлинской выставке в 1893 году и был воспринят негативно. В 1930-е годы всё творчество Эдварда Мунка было запрещено в Германии. Сейчас картина, которая была написана в 1893 году, хранится в Национальной галерее Норвегии, другая картина, написанная в 1910 году, – в Музее Мунка в Осло. Там же выставлен и

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пастельный вариант «Крика» 1893 года. Четвёртое произведение – пастельный вариант 1895 года – был куплен американским финансистом Леоном Блэком за $ 120 млн. «Крик» похищали дважды. Первая картина была украдена из Национальной галереи Норвегии в 1997 году. В это время там проходили зимние Олимпийские игры. Благодаря эффективной работе норвежской полиции картина была найдена и возвращена музею. Картина снова выставлена для посетителей. В 2004 году был ограблен музей Мунка в Осло. И снова был похищен «Крик». В 2006 году воры были пойманы, но «Крик» был выставлен только в 2008 году после установки системы безопасности за $ 6 млн. С тех пор Норвегию посещают намного больше, с тем чтобы увидеть эти картины. Они уже не вывозятся из страны на выставки. «Крик» очень популярен в массовой культуре. В XX веке его пародировали, имитировали и копировали. Его копировал Энди Уорхол (AndyWarhol). Он был взят за основу для создания внешности персонажей расы «Тишина» в британском сериале «Доктор Кто» (DoctorWho). Сейчас произведение «Крик» считается символом экспрессионизма и одним из самых значимых шедевров искусства.

The Design Icon of the Unit

11. Translate from English into Russian.

Raymond Loewy. The Father of Industrial Design

Raymond Loewy (1893 –1986) was a French-bornAmerican founder of industrial design who achieved fame for his design contributions across a variety of industries. In 1945 he formed Raymond Loewy Associates which became the largest industrial design firm in the world.Working closely with client engineers, he made notable designs for Studebaker automobiles, locomotives and passenger cars and buses. Such products as electric shavers, toothbrushes, ballpoint pens, office machines, soft-drink bottles, radios, and packages, including that for Lucky Strike cigarettes were also designed by Loewy. From 1967 to 1973 he worked for NASA where he was employed as a Consultant when NASAdesigned the Skylab space station, launched in 1973. His best-known design all across the globe was that of the Coca-Cola bottle. He has been named by press “The Man Who Shaped America”, “The Father of Industrial Design”. On November 5, 2013, Loewy locomotive was depicted by Google Doodle using the wheels of the train to form the word Google.

Raymond Loewy: “Form, which tends to be the simple clean-cut expression of engineering excellence, is becoming organic”.

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The Key Terms of the Unit

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

VOCABULARY

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