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Файл:English for students of graphic design. Учебное пособие
.pdf
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1.2 Grammar exercises
1.2.1 Give three forms of the following irregular verbs: to become, to think,
to be, to mean, to have, to know, to draw, to sell, to drive, to do, to bring.
1.2.2 Make up sentences with each irregular verb from Exercise 1.2.1 using
Past Simple.
1.2.3 Insert necessary prepositions.
1. A space designer works … setting up and innovating … dedicated areas:
shops, salon stands, offices, hospitals.
2. The fields of application of design vary according … the manufacturing
methods and the environment … which the design methodology applies.
3. It is a very broad concept and its meaning can greatly vary … one field …
another.
4. A 3d modeler is responsible … supporting the development of design
projects … terms of their feasibility and design, … the technical and aesthetic
point of view.
5. They share a common goal: being … the service of the people, … the
manufacturing process … the end user and the development of projects.
6. It permeates many aspects of our lives and branches out … many different
subgenres, … product design, sound, virtual reality, interaction, … designing cars,
video games, software interfaces, the home and offices interior etc.
7. It is possible, … being a designer, to study the methods, to apply them …
businesses.
1.2.4 Open the brackets using the Present Simple Tense.
1. It (to permeate) many aspects of our lives and (to branch) out into many
different subgenres, from product design, sound, virtual reality, interaction, to
designing cars, video games, software interfaces, the home and offices interior etc.
2. This profile also (to include) components of the UX designer applied to
apps and interfaces.
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3. Design thinking (to be) a methodology that (to allow) design, when
combined with "Design Doing", and therefore designers, to become a tool to mold
finance, leadership, business management processes.
4. Design (to be) a strategic problem-solving methodology that (to help)
drive innovation and develop business success.
5. It (to be) user-centered, i.e. users (to be) at the heart of the design thinking
approach.
6. The fields of application of design (to vary) according to the
manufacturing methods and the environment to which the design methodology (to
apply).
7. To do so, he or she (to mobilize) a wide range of methodologies and tools
to model the expectations and behaviors of users, as well as the design solutions it
can (to bring).
1.2.5 Put the words in the right word order.
1. It another vary is a very concept and its greatly from to meaning broad can
field one.
2. There trades interact other with are designers.
3. It methods them businesses to the and is study to possible apply to.
4. A expertise space possesses design designer also interior in.
5. A on designer modes and of transport transportation vehicles works.
6. Design is a business that problem-solving innovation methodology and
develop success helps strategic drive.
7. Design many be to areas can applied.
1.2.6 Make up special questions (or WH-questions) to the following
sentences.
1. Design is the process of envisioning and planning the creation of objects,
interactive systems, buildings, vehicles.
2. A service designer analyzes the user's path to design solutions to facilitate
access to a service.
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3. A space designer works on setting up and innovating for dedicated areas:
shops, salon stands, offices, hospitals.
4. The fields of application of design vary according to the manufacturing
methods and the environment to which the design methodology applies.
5. Design is a strategic problem-solving methodology that helps drive
innovation and develop business success.
6. The design originated in ancient times, when people first started to face
the question of convenience of the instruments of labor and everyday life.
7. Entrepreneurs, the leaders of the 21st century, work to drive their
companies with design methodologies, putting the human and the end user at the
heart of its development, at all stages of the development of their companies:
branding, personnel management and financial management.
1.3 Reading comprehension
1.3.1 Read the text and give the main idea using the following cliché.
The text is about...
The text is devoted to...
The text deals with the topic...
The basic subject matter of the text is...
The text touches upon the topic of...
The text addresses the problem of...
The text raises/brings up the problem...
The main idea of the text is…
1.3.2 Answer the questions.
1. What is design?
2. What are subgenres design branches out into?
3. What requirements the designers should have?
4. What professional skills and personal qualities are required if a person
wants to work as a designer?
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5. What are the possible design jobs? Name them and talk about the
characteristics of each one.
6. What is design thinking?
1.3.3 Work in pairs and discuss the design jobs presented in the text. Choose
the one which you like most. Prove your choice.
1.3.4 Build up a detailed profile of an ideal designer: the picture, the clothes
which are preferable to wear, the required education, all the necessary professional
skills and personal qualities. Present your profile to the group and discuss pros and
cons of it.
1.4 Listening
1.4.1 Pre-listening task: Read the definitions and match them with the
following words.
Font, shape, jagged, subtle, two-dimensional, boundary, triangle, circle,
square, depth, scale, smooth, rough, glossy, negative (image), symmetrical.
1. very rough and sharp;
2. flat, having width and length but not depth;
3. a flat shape with three straight sides;
4. the fact of something, especially a colour, having the quality of being dark
and strong;
5. having a surface or consisting of a substance that is perfectly regular and
has no holes, lumps, or areas that rise or fall suddenly;
6. one in which the dark areas of what is being photographed are light and
the light areas of what is being photographed are dark;
7. not even or smooth, often because of being in bad condition;
8. the relation between the real size of something and its size on a map,
model, or diagram;
9. a flat shape with four sides of equal length and four angles of 90°;
10. a continuous curved line, the points of which are always the same
distance away from a fixed central point, or the area inside such a line;
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size;
11. a real or imagined line that marks the edge or limit of something;
12. delicate and not strong or bright;
13. the physical form of something made by the line around its outer edge;
14. a set of letters and symbols that are printed in a particular design and
15. having two parts that match exactly, either when one half is like an
image of the other half in a mirror, or when one part can take the place of another
if it is turned 90° or 180°.
1.4.2 Watch the video “The fundamentals of design”
(https://disk.yandex.ru/i/D93PCXnY1VV1Uw). Identify the basic elements of
design and answer the questions:
1. Enumerate the adjectives used in the video to describe a line.
2. When working with lines, what should a person pay attention to?
3. What categories do shapes fall into?
4. What can create the illusion of layers or give an object a sense of
place?
5. What is the physical quality of a surface?
6. What does texture add to otherwise flat images?
7. Name the things which balance can be affected by.
8. What is the rule of thirds?
1.4.3 Watch the video once again and complete the missing information.
The fundamentals of design are the foundation of every visual medium, from
fine art to modern web design. They're even present in seemingly unimportant
details, like that make up most compositions.
What do these examples have in common? Some very basic elements,
including , , , texture, and . They might not
seem like much on their own, but together, they're part of almost everything we see
and create.
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The fundamentals can be intimidating at first, especially if you don't
consider yourself an . But keep an open mind – there's a lot they can teach
you about working with different assets and creating simple from scratch.
A is a shape that connects two or more . It can be fat, thin,
wavy, or jagged – the list goes on. Every possibility gives the line a slightly
different feel.
Lines appear frequently in design; for example, in and .
They're also common in , like textures, patterns, and backgrounds.
Lines can be used in more humble compositions, too – for organization,
emphasis, or just . In the example below, lines have been used to create a
flow chart that guides the reader's eye from one element to the next.
When working with lines, pay attention to things
like weight, , texture, and . These subtle qualities can have a big
impact on the way your design is perceived.
Look for places where lines are hiding in plain sight; for example,
in . Even here, experimenting with different line qualities can give you
very different results.
A is any two-dimensional area with a recognizable boundary. This
includes circles, , triangles, and so on.
Shapes fall into two distinct categories: (or regular)
and organic (where the shapes are more free form).
Shapes are a vital part of communicating ideas
heft and make them recognizable. We understand street signs,
abstract art largely because of shapes.
. They give images
, and even
Shapes have a surprising number of uses in design. They can help
you organize or separate content, create simple , or just add interest to
your work. See if you can spot the many examples in the image below.
Shapes are important because they're the of so many things. Learn
to look for them in other designs, and soon you'll start seeing them everywhere.
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When a shape becomes 3D, we call it a . Forms make up a variety
of things in the real world, including sculptures, architecture, and other three objects.
However, forms don't have to be three-dimensional shapes. They can also be
implied through illustration, using techniques like , , and
perspective to create the illusion of depth.
In two-dimensional design, form makes possible. Without it,
renderings like the image below – a ball with highlights and shading – simply
wouldn't be the same.
Even images that are less realistic use similar to create .
Below, the lighting and shading are stylized, but still hint at form and depth.
In everyday , the purpose of form is the same, but on a smaller
scale. For example, a simple shadow can create the of layers or give an
object a sense of place.
Basic forms can bring a touch of realism to your work, which is a powerful
when used in moderation.
Texture is the physical quality of a surface. Like form, it can be part of
a three-dimensional as in the example below (a small prickly cactus in a
shiny ceramic pot).
Or it can be implied through illustration, suggesting that it would have
if it existed in real life.
In design, texture adds and tactility to otherwise flat images.
Objects can appear , rough, hard, or soft, depending on the elements at
play.
For beginners, textures make great images and can add a lot of
interest to your work. Look closely, and you may find texture in unexpected
places, like distressed and smooth, glossy icons.
Just be careful not to go overboard – too much in a single design
can quickly become overwhelming.
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Balance is the equal distribution of visual (more specifically, how
much any one element attracts the viewer's eye). can be affected by many
things, including colour, , number, and negative .
Mastering balance can be tricky for beginners because it does take some
. Luckily, the design world is full of examples that can help you
understand its different iterations.
designs are the same or similar on both sides of an axis. They feel
balanced because each side is effectively the same (if not identical).
designs are different, but the weight is still evenly distributed. The
composition is balanced because it calls attention to the right things (in this
example, the person's name and company logo).
Many people, including designers and photographers, use a strategy called
the of thirds. This imagines your work area divided into a 3x3 grid. The
focal point of the image is placed on or near one of the grid ,
creating visual balance with the rest of the space.
We find this type of appealing because, according to studies, the
human eye naturally follows this path when scanning a design.
The of design are all about the bigger picture – in other words,
learning to appreciate the many small details that make up every composition.
This insight can be applied to almost any type of project, whether
you're creating your own or just looking for simple ways to enhance your
work.
1.4.4 What are the most important basic elements for a designer to work
with? Discuss in pairs. Prove your opinion using the information in Exercise 1.4.3.
1.4.5 Look through the text from the video above. Present this information in
schemes.
1.4.6 Retell the text about the basic elements of design using the schemes.
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Unit 2 History of Graphic Design
History of graphic design
Graphic design is visual communication. The term “graphic design” is broad
and is often used to categorize various disciplines of design including digital and
web design. But traditional graphic design is print design like posters, book covers,
magazine layout, advertisements, package design, as well as logo and branding.
Essentially, as a graphic designer, you take visual content like illustrations or
photography and combine them with typography to communicate a message. The
key is communication. But where did graphic design come from originally and
how has it evolved over time?
Historians trace the origins of graphic design to early cave paintings from
about 38,000 BC. These early forms of cave paintings were how people
communicated from one generation to another.
Subjects in these cave paintings mainly featured animals, handprints,
weapons, and other references to hunting. While it’s unclear what humans were
communicating, it’s obvious they were communicating visually.
The next evolution of graphic design is language itself and the visual
representation with the alphabet. The Sumerians are credited for the invention of
writing c. 3300 to 3000 BC. These early forms of writing were pictographs,
symbols that represented objects.
Of course, we can’t have graphic design without the invention of printing.
As far back as 200 CE, China used woodblock printing to stamp designs on silk
clothes and eventually on paper. In 1040, Bi Sheng invented the world’s first
movable type printing press out of porcelain.
Johannes Gutenberg brought moveable type to Europe in 1439, introducing
mass communication to Western culture. With the Gutenberg press, literature and
literacy opened up to the masses, making it affordable and accessible. People no
longer had to rely on lengthy scholarly reproductions of books. The Gutenberg
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press forged a path for more commercial uses of design, which led to the era of
graphic design as we know it.
The industrial revolution, a period from about 1760 to 1840, introduced new
technologies for increasing the efficiency and production of manufacturing
processes such as lithography.
Lithography is a method of printing that involves inking your design into a
stone or metal surface and transferring it to a sheet of paper. Eventually, this led to
chromolithography which is simply lithography but with colour.
The Wiener Werkstätte (which translates to Vienna Workshop) was
established in 1903 by the painter Koloman Moser, the architect Josef Hoffmann,
and the patron Fritz Waerndorfer.
The Werkstätte brought together architects, artists, and designers working in
ceramics, fashion, silver, furniture, and graphic arts. They’re regarded as a pioneer
of modern design and early influence in styles such as Bauhaus and Art Deco. As
one of the first groups of professional artists working together, they influenced
design standards for the coming generations.
Art Nouveau (“New Art”) flourished in western Europe and the United
States from the 1880s until the First World War. It was a deliberate attempt to
abandon the historical styles of the 19th century.
Creators of Art Nouveau sought to revive good workmanship, raise the
status of craft, and produce a genuinely modern design that reflected the utility of
the items they were creating. One distinctive characteristic of the style is the use of
organic, asymmetrical linework instead of solid, uniform shapes – applied across
architecture, interiors, jewelry, as well as posters and illustration.
Bauhaus was an influential art and design movement that began in 1919 in
Weimar, Germany. The Bauhaus school, founded by Walter Gropius, launched a
new way of thinking.
Six months after the end of World War I, the school encouraged artists and
designers to use their talents to help rebuild the broken society. The Bauhaus
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