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Файл:Английский язык для профессионального общения. Искусство и дизайн = English for Professional Communication. Art and Design. Учебное пособие
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Unit 4. Graphic Design
the first written languages, most likely as a means of recording trader
inventories to ensure couriers didn’t steal anything on deliveries.
These earliest languages were logographic-icons represented entire
words instead of phonetic sounds. This suggests a natural ability of humans
to use visual representation to communicate complex ideas, a cornerstone
of modern graphic design. And in the last few millennia, not much has
changed: designers still rely on icons like hamburger menus or magnifying
glasses to represent entire words and concepts in limited space.
China holds most of the records for printing discoveries, including
non-papyrus paper making, woodblock printing, and movable type – all
of which occurred earlier than you might have guessed.
As far back as 200 CE, China used wood reliefs to print and stamp
designs on silk clothes, and later paper. In 1040, Bi Sheng invented the
world’s first movable type printing press out of porcelain, more than
400 years before Gutenburg brought a similar technology to Europe.
Medieval Calligraphy – 700s
In the Middle Ages, typography started to take off as humanity started
expanding its aesthetic horizons into the letters and words themselves.
Because texts in this period were produced and replicated by hand, a little
artistry made the books more valuable and set certain scholars apart from
others. In Islamic cultures, typography was doubly important because
figurative art was seen as sacrilegious, meaning typography was one of
only a few permissible ways of artistic expression.
Technically, the world’s first logo is the coat of arms, used as a symbol
to represent family houses or territories. Scholars theorize the practice
was popularized during the Crusades, where intermingling soldiers from
different countries and houses incentivized a means to tell everyone
apart, particularly on armor and battle flags.
In the 14th century, beer and ale were viable if not preferable alternatives for drinking water at a time when most water sources were polluted.
King Richard II of England made a law that ale houses must have signs
out front so the public could find them easier.
Not only were these the first signage that actually represented companies rather than houses, but they’re also the origin of a beautiful tradition
that survives to this day.
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I. Basic course
The birth of graphic design: Renaissance and Industrial Era. With the
advent of the printing press in Europe, humanity was able to recreate
text, art and design on a massive scale, and for relatively cheap. The
ancestors of modern companies – also on the rise – soon took notice of
how such visuals could affect shopping behaviors and increase profits,
thus modern graphic design was born.
Invention of the Gutenberg Press – 1439
Johannes Gutenberg brought moveable type to Europe in 1439, introducing mass communication to Western culture and forever changing
civilization. With the Gutenberg press, people no longer had to rely on
lengthy scholarly reproductions of books, opening up literature (and
literacy) to the masses and making it affordable. The Gutenberg press
paved the way for more commercial uses of design, which ushered in the
era of graphic design as we know it.
First Logos – late 1400s
It was the printing industry that
first used logos, although they were
limited to just marks on their own
documents. It wasn’t just a branding
device, but also a means to show off
your printing skill – how well your
logo was printed reflected how
well
everything was printed.
One of the earliest known print
advertisements
First Print Advertisements – 1620s
The printing press gave way to the “coranto,” the precursor to the
newspaper. And in the early 1600s, these corantos featured the first
printed advertisements. (To be fair, written advertisements date back to
ancient Egypt, but this is the first time we see images in mass-produced
ads.) Technological advancements continued to fuel the progression of
graphic design, such as the ability to print in colour, or chromo
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lithography.
Unit 4. Graphic Design
While used primarily for recreating paintings for home decor, chromolithography also opened new doors for advertising (App. 4, fig. 2).
Brands were now able to use a lot of the familiar marketing tools we
know today, such as characteristic colour schemes and building emotional
connections through slice-of-life scenes. Before, visuals were stilted by
the tech of the time (see the ink blot coranto image in the previous section)
and prioritized basic clarity instead of touching on complex emotions.
But chromolithography enabled some degree of realism, allowing advertising to capitalize on attractive models, fashions of the day and artistic
usage of colours.
Graphic Design in the Modern Era
Graphic design as we know it today really started developing in the
modern era, roughly the late 1800s up until the end of World War II.
While the 19th century was more about technological advancements and
new capabilities, the modern era was about learning how to exploit these
advancements for more artistic aims. With printing now a common tech
and competition fueling innovation, artists and designers were pushed to
explore new styles and techniques, which quickly trickled into advertising and branding.
The Wiener Werkstätte (First Graphic Design Agency) – 1903
With more and more companies recognizing the benefit of graphic
design, it was just a matter of time before the first graphic design agency
emerged. That honour belongs to Austria’s Wiener Werkstätte, an organization who made contributions to design style and business alike.
Meaning simply “Vienna workshop,” the Wiener Werkstätte was the
first such organization of visual artists, including painters, architects,
and early graphic designers. Organizationally, it set the precedent for all
other collaborative agencies to follow.
Perhaps its greatest legacy was stylistic innovation, such as cubism.
And as a group of professional artists working together, they held great
influence over establishing design standards for upcoming generations of
artists, particular those after World War I when cultural attitudes were
changing worldwide. The work done at the Wiener Werkstätte set the
stage for the popular Bauhaus and Art Deco styles that soon followed.
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I. Basic course
Staatliches Bauhaus – 1919
Furthering what the Wiener Werkstätte started, the Staatliches
Bauhaus, or just simply “Bauhaus,” first opened its doors in Weimar,
Germany in 1919. Theirs was an ambitious goal: to create a Gesamtkunstwerk, an artistic ideal that encompasses or synthesizes existing art forms
into one perfect work. The interesting thing is they actually succeeded:
Bauhaus was one of the central driving forces behind the popularization
of the modernist style.
Paul Rand – 1947
With one foot in modernism and the other in post-modernism, legendary
designer Paul Rand helped lead graphic design into its current form. He
posted his theories and ideologies in the seminal work Thoughts on
Design, which largely shaped the future of the entire graphic design
indust ry.
His book candidly explains his design philosophies he used throughout
the latter half of the twentieth century, namely a call for “functionalaesthetic perfection,” an ideal balance between a logo looking good and
communicating its points effectively, seen in his popular logo designs for
brands like Ford, Westinghouse, Yale, ABC, UPS, and IBM.
From the 1950s onward, the world began its slow approach to the
digital era we’re currently enjoying. The mass-adoption of home
computers is a technological advancement comparable to the invention of
the printing press, ushering in a new age for mass communication and
granting access to esoteric art styles and digital software for new methods
of creating art.
Adobe Photoshop – first released in 1990 – even on its own changed
the face of graphic design. Photo manipulation created a whole new
subcate gory of graphic design, blending together elements of photography, illustration, and CGI (it would have made the Gesamtkunstwerk
artists proud).
When the internet came into prominence around the turn of the
century, designers took a page out of MTV’s book and adopted youthful
and at times edgy designs to draw the younger generation into the world
wide web. This can be seen in online trends like flat design, which incorporates bright colours and cartoonish figures.
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Unit 4. Graphic Design
The history of graphic design is ongoing. That pretty much brings us up
to date with graphic design, but one area still remains a mystery: what is
the future of graphic design?
The progression of visual communication from cave paintings to
digital software can serve as great inspiration, but what fruit that bears is
up to you, whether you’re the next generation of designer or the client
whose brand might lend itself to a new leap in design thinking. Though
today the process is hard work, tough feedback, countless late nights in
front of a
Thoughts on Design of tomorrow…. (https://99designs.com)
or
glowing screen, the result might just bring about the Bauhaus
2. Work in pairs. Ask your partner the questions you have put to
the text. Then answer his / her questions in connection whith the text.
3. Do you know any interesting facts from the history of design?
Share the information with your groupmates.
WRITING
4. Read the text of Ex. 1 once again and write down the main ideas
in short.
5. Give a two minute talk on it.
6. Read the text Elements of Graphic Design and then do the tasks
after it.
Elements of Graphic Design
The elements of graphic design are used, and often combined, to
create graphic works. They should not be confused with principles of
design, such as balance and white space, but rather components such as
colour, type and images. Presented here is a list of the most commonly
used elements in graphic design.
Type , of course, is all around us. In graphic design, the goal is not to
just place some text on a page, but rather to understand and use it
effectively for communication. Choice of fonts (typefaces), size,
alignment, colour, and spacing all come into play. Type can be taken
further by using it to create shapes and images.
55
I. Basic course
Mood lines
Active Passive
Stable Unstable Stable Unstable
Positive
bold, forceful
Primitive
simple, bold Effusive
Jagged, brutal
hard, vigorous
masculine, picturesque
Tenuous
uncertain, wavering
Curvilinear, tender
soft, pleasant
feminine, beautiful
Structural
sokid, strong
The vertical, noble,
dramatic, inspirational,
aspiring
Flamboyant
Rough, rasping
grating
Nonstructural
fluid, soft
The horizontal earthly,
calm, mundane, satisfied
Refined
Smooth
swelling, sliding
Decreasing
contracting
Increasing
expading
Dynamic
Static
focal, fixed
Ar t, Il lust ration a nd Photogr a phy: a powerful image can make
or break a design. Photographs, illustrations and artwork are used to tell
stories, support ideas, and grab the audience’s attention, so the selection
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Unit 4. Graphic Design
is important. Graphic designers can create this work on their own,
commission an artist or photographer, or purchase it at all price levels on
many websites.
Lines are used to divide space, direct the eye, and create forms. At
the most basic level, straight lines are found in layouts to separate content,
such as in magazine, newspaper, and website designs. This can of course
go much further, with curved, dotted, and zigzag lines used as the
defining elements on a page and as the basis for illustrations and graphics.
Often, lines will be implied, meaning other elements of design will follow
the path of line, such as type on a curve.
Shapes: from ancient pictographs to modern logos, shapes are at the
root of design. They are used to establish layouts, create patterns, and
build countless elements on the page. With graphics software such as
Illustrator, creating and manipulating shapes is easier than ever, giving
designers the freedom to create them at will.
Circle Oval Triangle Square Trapezium
Diamond Rhombus Parallelogram Rectangle Pentagon
Hexagon Heptagon Octagon Nonagon Decagon
Colour is an interesting element of graphic design because it can be
applied to any other element, changing it dramatically. It can be used to
make an image stand out, to show linked text on a website, and to evoke
emotion. Graphic designers should combine their experience with colour
with an understanding of colour theory (App. 4, fig. 3).
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I. Basic course
Textu re can refer to the actual surface of a design or to the visual
appearance of a design. In the first case, the audience can actually feel
the texture, making it unique from the other elements of design. Selection
of paper and materials in package design can affect actual texture. In the
second case, texture is implied through the style of design. Rich, layered
graphics can create visual texture that mirrors actual texture. (https://
blog.hubspot.com/marketing)
7. Comment on the following statements.
1.
Shapes are used to establish layouts, create patterns, and build count-
less elements on the page.
2. Lines are used to divide space, direct the eye, and create forms.
3. Colour can be used to make an image stand out, to show linked text on
a website, and to evoke emotion.
4. Selection of paper and materials in package design can affect actual
texture.
8. Give English equivalents of the following words in the text.
Создавать графические работы, пробельный символ, древняя
пиктография, у истоков дизайна, пунктирная линия, создавать образцы, заставить изображение выделяться, впечатляющее изображение, давать заказ художнику, дизайн упаковки.
9. Answer the following questions.
1. What are the elements of graphic design used for?
2. What are shapes used for?
3. What is the function o f lines?
What role does colour play in graphic design?
4.
5. What goal does type have in graphic design?
6.
What can affect actual texture in design?
10. Retell the text in details.
11. Read the text Eight Types of Graphic Design and pick out
sentences which convey the basic information of the text.
16–18
Eight Types of Graphic Design
Graphic design uses visual compositions to solve problems and
commu
nicate ideas through typography, imagery, colour and form.
There’s no one way to do that, and that’s why there are several types of
graphic design, each with their own area of specialization.
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Unit 4. Graphic Design
1. Visual identity of graphic design.
A brand is a relationship between a business or organization and its
audience. A brand identity is how the organization communicates its
personality, tone and essence, as well as memories, emotions and experiences. Visual identity of graphic design is exactly that: the visual elements
of brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and colour (App. 4, fig. 4).
Designers that specialize in visual identity graphic design collaborate
with brand stakeholders to create assets like logos, typography, colour
palettes and image libraries that represent a brand’s personality. In addition to the standard business cards and corporate stationary, designers
often develop a set of visual brand guidelines (style guides) that describe
best practices and provide examples of visual branding applied across
various media. These guidelines help to ensure brand consistency
throughout future applications.
Visual identity graphic designers must possess a general knowledge
of all types of graphic design in order to create design elements that are
suitable across all visual media. They also need excellent communication,
conceptual and creative skills, and a passion for researching industries,
organizations, trends and competitors.
2. Marketing and advertising graphic design
When most people think of graphic design, they think of designs
created for marketing and advertising. Companies depend on successful
marketing efforts to tap into their target audience’s decision-making
process. Great marketing engages people based on the wants, needs,
awareness and satisfaction they have about a product, service or brand.
Since people will always find visual content more engaging, graphic
design helps organizations promote and communicate more effectively.
Marketing designers work with company owners, directors, managers
or marketing professionals to create assets for marketing strategies. They
might work alone or as part of an in-house or creative team. Designers
can specialize in a specific type of media (vehicle wraps or magazine ads,
for example) or create a broad assortment of collateral for print, digital,
and beyond. While traditionally print-centered, this role has grown to
include more digital assets, especially for use in
content marketing.
(App. 4, fig. 5)
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I. Basic course
Examples of marketing graphic design
•• Postcards and flyers,
•• magazine and newspaper ads,
•• posters, banners and billboards,
•• infographics,
•• powerPoint presentations,
•• menus,
•• images for websites and blogs
•• brochures (print and digital),
•• vehicle wraps,
•• signage and trade show displays,
•• email marketing templates,
•• social media ads, banners and
graphics,
•• banner and retargeting ads.
Marketing designers need excellent communication, problem-solving
and time management skills. In addition to being proficient in several
graphic design, layout and presentation apps, they must also be familiar
with production for print and online environments. Entry-level positions
in this area are a great way for new designers to learn processes and
acquire valuable skills and experience.
3. User interface graphic design
A user interface (UI) is how a user interacts with a device or application. UI design is the process of designing interfaces to make them easy
to use and provide a user-friendly experience.
A UI includes all of the things a user interacts with – the screen,
keyboard and mouse – but in the context of graphic design, UI design
focuses on the user’s visual experience and the design of on-screen
graphic elements like buttons, menus, micro-interactions, and more. It’s
a UI designer’s job to balance aesthetic appeal with technical functionality. (App. 4, fig. 6)
UI designers specialize in desktop apps, mobile apps, web apps and
games. They work closely with UX (user experience) designers (who
determine how the app works) and UI developers (who write code to
make it work).
Examples of user interface graphic design
•• Web page design,
•• theme design (WordPress, Shopify, etc.),
•• game interfaces,
•• app design.
UI designers must be team players backed by both serious graphic
design skills and an excellent understanding of UI/UX principles,
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