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Файл:English for students of graphic design. Учебное пособие
.pdf
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1. Early examples of graphic design can be seen in … .
2. To convey or enhance a message is … of graphic design.
3. Graphic design is the art of composing visual elements to communicate
information or … effectively.
4. Well-executed graphic design can … an emotional response from the
viewers.
5. Graphic designer’s responsibilities include …, …, …, …, …, …, …, … .
6. A good example of graphic design is designing the … of a magazine.
7. A graphic designer can use different colours to … what is important for
the viewers.
8. One more good example of graphic design can be designing … for a
product.
9. Can you create a … for a theatre performance?
10. I need you to picture a … with data analytics because we are going to
have the meeting in a week.
11. Are you sure you have all the necessary artistic skills to … different
tasks and … ?
12. In this field team … plays a great role to achieve a goal.
13. A well-designed food … and … will make the food seem more
appealing to eat.
14. Do you agree that the art form has long been an … part of …
communication?
7.1.4 Match words from 2 columns to form phrases from the text, find
sentences in which they were used.
1. visual a.collaboration
2. communicate b.elements
3. streamline c.skills
4. elicit d.design
5. specific e.message
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6. team f. design
7. artistic g.manuscripts
8. editorial h.design
9. infographic i. role
10. ancient j. communication
11. well-executed k.expertise
12. technical l. response
7.1.5 Make your own sentences with the phrases from exercise 7.1.4.
7.1.6 Give a word or a phrase from the text to each definition.
1. the materials in which objects are wrapped before being sold.
2. a picture in a book, magazine, etc. or the process of illustrating something.
3. the situation of two or more people working together to create or achieve
the same thing.
4. to suggest a lot of ideas for a future activity very quickly, before
considering some of them more carefully.
5. the activity of making products or services known about and persuading
people to buy them.
6. the way something is designed or arranged; a page of text and pictures.
7. the way that people or things are arranged in a painting or photograph.
8. the art or process of designing websites.
9. an electronic document in which information is arranged in rows and
columns, and can be used to do financial calculations and plans.
10. a large printed picture, photograph, or notice that you stick or pin to a
wall or board, usually for decoration or to advertise something.
11. the original copy of a book or article before it is printed.
12. a picture in your mind or an idea of how someone or something is
13. something that you plan to do or achieve.
7.1.7 Compose a dialogue with your groupmate discussing graphic design
between an interviewer and a graphic designer.
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7.2 Grammar exercises
7.2.1 Analyse each sentence from the text and comment on the use of
infinitives, gerunds and participles.
7.2.2 Put the verbs in brackets into a correct form, translate the text into
Russian.
Graphic design is the art of (create) and (arrange) visual elements
(communicate) a message effectively. The adaptive nature of this field can (make)
it hard (understand) exactly what graphic design is. Graphic design is the art of
(compose) visual elements (communicate) information or (convey) a message
effectively. (Design) the layout of a magazine, (create) a poster for a theatre
performance, and (design) packaging for a product are all examples of graphic
design. Nowadays almost everyone practices some form of graphic design in their
daily life – whether it’s (add) text to an image for social media or (colour-code) a
spreadsheet for work. A graphic designer might (use) different colours (highlight)
which metrics are rising and which are dropping, making it easier for the viewer
quickly (understand) what’s going well and what they need (adjust). Well-executed
graphic design can also (elicit) an emotional response from the viewer or even
(motivate) them (take) action. For example, food packaging design aims (make)
the food inside (seem) more appealing to eat.
7.2.3 Put the verbs in the correct form, translate the sentences into Russian.
1. Graphic designers work (communicate) ideas in a visual format, (guide)
perception and (inform) their audience.
2. Most graphic designers work on behalf of a client or company, (create)
designs (satisfy) specific objectives.
3. If you’re at all interested in (become) a professional graphic designer,
there are so many options (explore)!
4. Companies use the visual concepts of graphic design (promote) and (sell)
products through (advertise), (convey) complicated information in an easy-tounderstand format, (develop a brand identity), and so much more.
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5. UI designers work toward the same overall goal as UX designers – (make)
something easy for users (interact) with.
6. Visual communication in print can (run) the gamut from a gorgeous
catalogue that encourages readers (understand) the plants they might (purchase) to
a series of signs that guide travelers through a confusing airport terminal.
7. A graphic designer (work) in manufacturing might (create) a brochure that
explains their equipment to businesses (consider) a purchase.
8. Since the best graphic design software is computer-based, they also need
(be) comfortable (use) a computer (design).
9. Freelance graphic designers need (attract) clients, budget, invoice and file
taxes as well as (build) a professional portfolio that showcases the type of work
they love.
10. The industry is wide enough (give) you plenty of options in how you
want (work).
11. This field is easy (misunderstand), and many people have perceptions
about graphic design that aren't based in reality.
12. Graphic design is “the art and practice of (plan) and (project) ideas and
experiences with visual and textual content”.
13. In simple terms, graphic designers make visuals (communicate) certain
messages.
14. Graphic design focuses on (create) visual content (communicate)
messages clearly and effectively.
15. While corporate design is focused on (build) an identity that conveys a
certain message or values, brand design is all about (create) a visual identity for a
company or product.
7.3 Reading comprehension
7.3.1 Read the sentences and write T (true), F (false), NS (Not stated).
1. Visual communication is the one of the important things in graphic
design, and it's the second step for each project you’ll take on.
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2. Today, the graphic design industry spans few different disciplines and
specializations.
3. Graphic design is the art of composing basic elements.
4. The term “graphic design” was coined in the 1920s and was introduced by
William Blake.
5. Designing the layout of a magazine, creating a poster for a theatre
performance, and designing packaging for a product are all examples of graphic
design.
6. Graphic design is an exciting field which has some problems in evolving.
7. Early examples of graphic design can be seen in Renaissance paintings.
8. Colour can also be used to determine the style of the design and to create
patterns.
7.3.2 In pairs answer the following questions.
1. What is graphic design?
2. What is the objective of graphic design?
3. Describe the graphic designer’s responsibilities.
4. What does a designer need to know to work?
5. What is the foundation of graphic design?
6. What is the first step for each project graphic designers will take on?
7. Why do graphic designers use their artistic skills and technical expertise?
8. Give the examples of graphic design.
9. Why can it be hard to understand exactly what graphic design is?
10. What can well-executed graphic design elicit?
7.3.3 Read the text, divide it into semantic parts, design subtitles to each
paragraph of the text.
7.3.4 Compose a mind map of the text. Present and discuss it as a class.
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7.4 Listening
7.4.1 Pre-listening task: translate the following words and phrases.
Street signs, bumper stickers, appearance, types of fonts, extra stroke,
header, graphic-heavy design, casual, neutral, extra baggage, outdated, overused,
detract from the message, size, opposites attract, inspiration, kerning, leading,
tracking, hierarchy, levels of emphasis, line spacing, character spacing.
7.4.2 Do you know the terms represented in the previous exercise? In groups
comment on their function in typography as an integral element of graphic design.
7.4.3 Watch the video “Beginning Graphic Design: Typography”
(https://disk.yandex.ru/i/WNIutiEcmHzCIA) and be ready to complete the tasks.
7.4.4 Answer the following questions.
1. What can typography refer to?
2. What are common types of fonts? What are they best used for?
3. Why is it important to think about your message, then choose a font that
fits?
4. What fonts is it better to avoid? How can you decide which fonts to use?
5. What are kerning, leading, tracking, and hierarchy?
7.4.5 Put down a detailed retelling of the video using the vocabulary of the
lesson.
7.4.6 Choose any street sign, bumper sticker or product packaging and speak
about the style or appearance of its text using the vocabulary of the lesson. Discuss
it as a class.
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Unit 8 Types of Graphic Design
11 Types of Graphic Design
Here are 11 of the most common types of graphic design with examples to
help you get your creative juices flowing.
1. Brand and visual identity design
Brand and visual identity design are closely related aspects of graphic
design; visual identity design is a subset of brand design.
Brand design is the practice of setting guidelines and best practices for a
company to use across all branded materials to ensure a consistent brand identity.
It encompasses a broad scope – a brand, its audience, and its strategy – whereas
visual identity design focuses on specific visual elements or components within a
brand’s design.
Brand designers help brands or companies strategically communicate and
appeal to an audience.
This process involves defining a brand's identity, mission, messaging, and
values and translating them into personality with a specific voice and tonality, as
well as visual identity.
Once a brand or company determines their brand design, a brand designer
can hone in on the visual components and elements that will represent the brand –
its visual identity design. This design includes anything from determining colour
schemes and palettes to logo design, typography, iconography, graphics and
imagery, graphics and imagery styles, applications (where to apply these visual
designs; think business cards, websites, packaging, and other touchpoints), and
lastly, brand guidelines.
Brand design work includes but is not limited to:
– designing logos and setting clear guidelines for how to use them;
– designing letterhead, icons, and various illustrations;
– selecting brand colours and setting clear guidelines for their use;
– creating or selecting fonts and typography guidelines;
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– creating templates that follow the brand guidelines and that marketing,
growth, and other teams can use;
– packaging design and graphics for product design.
Good brand designers understand marketing design, web design, logo
design, and many other aspects of graphic design because their decisions will
affect all subsequent design projects for that brand.
If you’ve never worked with brand design guidelines before, check out
Starbucks’ creative expression website. This example shows how to include
various initiatives in brand design and the type of guidelines a brand designer
should create to maintain a consistent visual identity.
Brand design is evolving at a particularly fast pace. As technology develops,
brands are always looking for new ways to engage with their target audience —
which means their brand design needs to support new and shifting channels. So, if
you enjoy taking on new challenges and keeping up with the latest trends, brand
design might be a great fit for you.
2. Marketing design
Marketing design is graphic design for marketing initiatives. Marketing
designers may work on smaller, one-off projects such as promotional emails, as
well as larger multi-faceted projects such as ad campaigns, seasonal campaigns, or
designing booths, handouts, and other print materials for conventions and
tradeshows.
Marketing design can include social media campaigns, email marketing
campaigns, newsletters, billboards and other signage, posters, print ads, trade show
booths and other materials, physical mailers, web and mobile assets.
Marketing design uses the guidelines and messaging set by brand designers
to communicate a specific message for a single campaign, asset, or platform.
3. Web design
While many graphic artists design visual elements for a brand's websites, it’s
important to note that web design is not the same as graphic design.
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Designing a great website is a multidisciplinary undertaking as websites are
interactive rather than fixed assets like brochures or magazines. You need graphic
design skills as well as experience with user experience (UX) and user interface
(UI) design, which is why teams of multiple professionals with complementary
skill sets typically design websites.
Web designers may work on projects including: creating icons and buttons,
designing web page layouts, creating various interactive design elements on a
website, optimizing visual elements for all devices (desktop, mobile, etc.)
Working with web development, UX, UI, and marketing design teams to
improve the overall experience for site visitors
Plenty of graphic designers are also web designers with knowledge of UX
design and create beautiful websites and mobile apps without the support of a large
team. With the help of platforms like Webflow, designers can create stunning
interactive websites without needing extensive knowledge of coding.
4. Illustration design
Illustrations are often part of web, marketing, and brand design, but they’re
also useful in other ways. Some designers focus solely on offering illustrations and
work with larger design teams, contributing individual assets for various projects.
Illustrators may design visual assets for children’s books, t-shirts and other
wearables, cards and stationery, websites, social media, video and interactive
media, marketing campaigns.
Illustration style and design process can vary drastically from designer to
designer. Some artists work almost exclusively in digital formats using graphic
design tools such as Adobe Illustrator, Photoshop, or Procreate, and others blend
digital media with physical media, preferring to start with a pencil and paper.
5. Type design
Some graphic designers specialize in creating or selecting typography,
typeface, or fonts.
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Type design can include creating custom lettering and numerals, writing or
digitally creating typography assets, selecting fonts and creating typography
guidelines for a brand.
Humans rely heavily on words to communicate messaging, so type designers
collaborate on a wide array of projects. Type designers contribute to brand design
by creating, selecting, or pairing fonts. It’s also common for type designers to
create assets for web, marketing, product, or package design.
6. Infographic design
At their core, infographics are simply representations of data or information
that can be consumed visually. They can take the form of 2D illustrations,
interactive elements on a website, or even videos. The common thread is that they
help the viewer more easily understand a large amount of information or complex
concepts.
7. Textile and surface design
Textile graphic designers may create designs for fabrics, wallpaper, carpets,
and furniture. Many textile designers have experience not only designing graphics
but also printing or creating textiles. To be a great textile designer, you need to
understand design principles, such as colour theory and hierarchy, as well as
what’s possible when using different dyes and fabrics because the material itself
will affect the final look of a design.
8. Packaging design
From food to gadgets to designer jewellery, the packaging that items are
transported in is often just as important as the items themselves. Product packaging
designers aim to show off or complement the items inside the packages.
9. Editorial or publication design
Editorial or publication design is a form of graphic design concerning print
and digital publications.
Print publication graphic designers consider not only visual elements such as
colour, typography, whitespace, and imagery but also tactile features such as
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