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Файл:English for students of graphic design. Учебное пособие
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texture and quality of the print medium’s paper and cover and other print
specifications.
Further, in today’s digital age, a digital publication graphic designer would
consider the same elements, apart from the tactical features. Instead, a digital
publication designer would consider aspects such as functionality, interactivity,
animations, web and mobile formats, and other specifications for the digital print
medium.
Print and digital publication design spans books, magazines, newspapers,
brochures, catalogues, newsletters, emails and other digital publications.
Publication design sets the tone for a publication and can amplify the written
word. Just picture a well-placed pull quote in a printed interview or a beautifully
laid-out recipe book.
10. Motion design
Have you ever looked at a graphic design and imagined what it would look
like if it were moving, had life, or a bit of motion? A motion graphic designer’s job
is to do just that: breathe life into graphic designs by turning static graphics into
captivating and engaging motion graphics.
Motion graphic design, or motion design, combines the principles of design
with animation and film techniques to create dynamic visual content.
Common motion graphic design includes:
– title sequences, which are the opening sequence of motion graphics
traditionally used to introduce a film, TV show, and nowadays commercials, video
games, YouTube videos, and even streams;
– explainer videos, anything from social media shorts to full-fledge
productions;
– marketing materials for social media, commercials, or web ads;
– animations and microinteractions used in user interface design, web
design, software, game design, and video game development.
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There’s also an element of storytelling in motion design. A good motion
designer is also a good storyteller, using visual elements to guide the viewer
through the design’s story, concept, or narrative.
11. User interface design
Not to be confused with a user experience (UX) designer, a user interface
(UI) graphic designer focuses on graphic designing user interfaces for digital
products and applications.
This type of design incorporates elements of both UX and graphic design.
From colour-swatching buttons, icons, and menu bars to designing responsive
layouts and microinteractions, user interface graphic designers facilitate smooth
and intuitive interactions between users and digital products (or applications) via
aesthetically pleasing, user-friendly designs.
Some user interface graphic design examples include Web and mobile app
interfaces, software interfaces, gaming interfaces, smartwatch interfaces, smart
appliance interfaces (i.e., smart refrigerators, smart TVs, and so on), in-car
interfaces, interactive Kiosks and ATMs.
8.1 Vocabulary exercises
8.1.1 Transcribe and translate the following words from the text above:
appeal, colour scheme, palette, logo, iconography, application, touchpoint,
guideline, letterhead, font, template, evolve, trend, target audience, multi-faceted,
ad, campaign, booth, handout, tradeshow, billboard, signage, asset, brochure,
interface, UX, UI, coding, stationery, digital, typeface, array, surface, textile,
hierarchy, dye, fabrics, jewellery, whitespace, tactical, animation, amplify, laidout, motion, commercial, stream, facilitate, user-friendly, full-fledge.
8.1.2 Fill in the gaps using vocabulary list of the previous exercise. Translate
the sentences into Russian.
1. The blog grew and became a … website.
2. The … matches my logo.
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3. A huge number of various subspecies includes this type of outdoor
advertising as a … .
4. The … design encourages you to avail yourself of all its features.
5. Unfortunately, the social networks only … this tendency. So, social media
is an essential tool in a … world.
6. Beyond the cartoonish design, it is actually a brilliantly … site.
7. When making colour decisions, it is important to determine the … in
order to convey the right message.
8. The term “…” is very common to UX practitioners.
9. Software developers must consider the … aspect of applications. They
also must ensure that their apps offer the basic … design, features, and functions
expected by Android users.
10. I have one idea: a corporation can distribute pens with their logo at a …,
or a city can hand out them with slogans promoting recycling.
11. The … said demand for products from the film had
been significantly less than expected.
12. The designer returned to the saturated colour … that made him well-
known.
13. They … their hair and wrote slogans on their clothes and on city walls.
14. The restaurant logo was made from a … similar to the casino's, to
emphasize the connection in customers' minds.
15. The company produced a … on healthy eating that was to be distributed
in schools and even supermarkets.
16. I want you to print the letters on paper with the official company … .
8.1.3 Translate the following sentences using the vocabulary list of exercise
8.1.1.
1. К сожалению, смотреть цифровые снимки с них неудобно.
2. Темплейт означает предварительно сформированный шаблон с уже
заданными структурой и дизайном, который можно использовать для
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создания однотипных документов, веб-страниц, презентаций и других
материалов.
3. Пустое пространство в дизайне еще называют негативным, а сам
термин происходит с английского языка.
4. Во время создания дизайна в программе Фотошоп я часто использую
настоязщие скриншоты из игр, чтобы сразу видеть, как все будет выглядеть
на живом стриме.
5. Экспрессивная типографика считается актуальным трендом в
дизайне на 2024 год.
6. У анимации в веб-дизайне две важные роли: она делает сайт более
живым и запоминающимся, а также более глубоко погружает пользователя
во взаимодействие.
7. Дизайн рекламы стал новой отраслью дизайна и возник на стыке
рекламной и художественной деятельности.
8. Основная задача, которая стоит перед гайдлайном, сводится к
сохранению единого стиля в дизайне и целостному восприятию бренда.
9. Помимо трейд-шоу, в столице проходит много ярмарок и выставок,
где начинающий дизайнер может показать себя публике.
10. Эта цветовая гамма отлично подходит для молодежного и
современного дизайна.
11. Шрифт в графическом дизайне – это набор символов, которые
связаны между собой единым оформлением.
8.1.4 Match words from 2 columns to form phrases from the text, find
sentences in which they were used.
1. responsive
2. print
3. illustration
4. extensive
5. user interface
a. book
b. graphics
c. assets
d. product
e. campaign
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6. marketing
7. typography
8. laid-out
9. web page
10. animation
11. individual
12. digital
13. interactive
14. editorial
15. static
8.1.5 Do the word-building task.
f. knowledge
g. design
h. elements
i. layout
j. specifications
k. layout
l. style
m. guideline
n. technique
o. design
Verb Noun Adjective
determine
communicate
improve
application
packaging
illustration
creative
specific
complementary
8.1.6 Make your own sentences with the words from Exercise 8.1.4.
8.1.7 Give a word or a phrase from the text to each definition.
1. something that can be worn;
2. the things needed for writing, such as paper, pens, pencils, and envelopes;
3. using or relating to computers and the internet;
4. letters and numbers in a particular design, used in printing or on a
computer screen;
5. information intended to advise people on how something should be done
or what something should be;
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6. decorative objects worn on your clothes or body that are usually made
from valuable metals, such as gold and silver, and precious stones;
7. the involvement of users in the exchange of information with computers
and the degree to which this happens;
8. a type of small magazine that contains pictures and information on a
product or a company;
9. a list of all the books, paintings, etc. that exist in a place;
10. to increase the size or effect of something;
11. holding your attention by being extremely interesting, exciting, pleasant,
or attractive;
12. a way of performing a skillful activity, or the skill needed to do it;
13. to send or receive sound or video directly over the internet as a
continuous flow;
14. a connection between two pieces of electronic equipment, or between a
person and a computer;
15. to make something possible or easier.
8.2 Grammar exercises
8.2.1 Write Past Simple and Past Participle of the following words.
Infinitive Past Simple Past Participle
want
create
get
design
give
begin
focus
find
include
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take
involve
come
keep
have
think
select
show
mean
vary
understand
8.2.2 Open the brackets using the verbs in proper tense.
1. Modern-day designs (be) simply a retelling of the same tropes we (see)
for hundreds of years?
2. These and many more decisions (influence) how a product (be produced).
3. As the world (move) into an Internet-connected, always-on compendium
of information, print (remain) a vital, relevant, and important part of the media
mix.
4. Before the Industrial Revolution (1760-1840 in Britain) most aspects of
design and all aspects of production commonly (be united) in the person of the
craftsman.
5. The Industrial Revolution radically (change) the structure of society,
socially and economically, by moving vast numbers of the population from
agrarian-based subsistence living to cities where manufacturing (anchore) and
(dominate) employment and wealth.
6. They supplied common people with goods they (not be able) to afford
before.
7. This was a strategy that (make) sense and since (be repeat) if we consider
early computer design aesthetics.
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8. Graphic design (move) forward with an explosion of new font designs as
well as new production methods but the design of fonts earlier (be linked) to the
pragmatic and cultural objectives of producing books and broadsheets.
9. Many artists, architects, and designers (be attracted) to Ruskin’s
philosophy and (begin) to integrate components of them into their work.
10. Morris (meet) Edward Burne-Jones at Exeter College when both (study)
there.
8.2.3 Interview your groupmates. Use the words provided below to ask
questions with the Present Perfect tense. Then follow-up with another question
using the Past Simple tense.
Ex. (ever/see/ Volkswagen Beetle)
Have you ever seen Volkswagen Beetle? Yes, I have.
When did you see it? I saw it two years ago in one magazine.
1. (play football in a team/ recently)
2. (ever/ fly in a helicopter)
3. (receive/ a gift/ in the past week)
4. (read/ a book about design this month)
5. (study/ English/ for more than ten years)
6. (ever/ go camping in the forest)
7. (ever/ design the layout of the newspaper)
8. (ever/ break your promises)
9. (ever/ test free design software programs)
10. (ever/ train in the use of some software)
11. (ever/ find a lot of money in the street)
12. (live in Orenburg/ for more than five years)
8.3 Reading comprehension
8.3.1 In pairs answer the questions.
1. Name 11 of the most common types of graphic design.
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2. What is brand and visual identity design? What does this process involve?
What does brand design work may include?
3. What is marketing design? Give examples of it.
4. What do you need to design a great website?
5. What is illustration design? Give examples of it.
6 Talk about the peculiarities of type design.
7. What is infographic design?
8. What is necessary to become a great textile designer?
9. What do product packaging designers aim?
10. Talk about editorial or publication design.
11. What does common motion graphic design include?
12. How does user interface design work?
8.3.2 Find the most important sentence in each paragraph.
8.3.3 Compose a mind map of the text.
8.3.4 Based on the text compile a list of peculiarities of the types of graphic
design. Add some points from other resources. Discuss them with your partner.
8.3.5 Choose one topic, complete the task, prepare a presentation, present it
to the groupmates and discuss the peculiarities of the examples:
1. Compare the following brand graphic design examples and define their
peculiarities: Aráceas by Walter Mattos, Fernanda Galindo, and Bruno Krazler and
PureBud by Motaleb Hossain.
2. Find, study and compare some works done by the following illustration
graphic designers: Ren Kyles, Rafael Nobre Studio, Daniela Volpari.
3. Find, study and compare the type design examples from Mao Maozi,
Harbor Bickmore, Felix Summ, The Type Type, LLC.
4. Check out “This is Fine” by creative director Baron Maxime, graphic
designer Angèle Bappel, creative front-end developer Risser Axel, and creative
web developer Pierre Martinière. Define the peculiarities of the example of motion
graphic design.
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8.4 Listening
8.4.1 Pre-listening task: translate the following words and phrases.
Composition, building blocks, proximity, white space, alignment, contrast,
repetition, negative space, feel cluttered, grid, equal-sized margins, hierarchy,
repetition, header style, colour palette.
8.4.2 Do you know the terms of five basic principles represented in the
previous exercise? In pairs comment on their function in layout and composition.
8.4.3 Watch the video “Beginning Graphic Design: Layout and
Composition” (https://disk.yandex.ru/i/LzEQguV5_5s1AQ) and be ready to
complete the tasks.
8.4.4 Complete the missing information.
In many ways, … and composition are the building blocks of design. They
give your work structure and make it easier to navigate, from the margins on the
sides to the … in between.
Why is … so important? In short, it's the way your content is arranged. It
doesn't matter if you're working with text, … , or elements in a graphic; without a
thoughtful, well-composed layout, your work would basically fall apart.
The key to mastering layout and composition is to think like a … . Luckily,
it's easier than it sounds. There are five basic … that can help you transform your
work and sharpen your eye for design. Keep them in mind during your next … ,
and look for ways to apply them.
Proximity is all about using … space to show relationships in your content.
In practice, it's pretty simple – all you have to do is make sure related items are
grouped together (for instance, blocks of text or elements in a … , as in the
example below).
Groups that are not related to each other should be separated to visually
emphasize their lack of a relationship. All in all, this makes your work easier to
understand at a glance, whether it's purely … or something more visual.
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