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Unit 3. Graphic Design
41
Image library (n) [ˈɪm.ɪdʒ ˈlaɪ.brər.i] – an application that provides a
secure, centralized location for storing, organizing, managing, and distribu-
ting images.
Intuitive (adj) [ɪnˈtʃuː.ɪ.tɪv] – easy to use or learn without any special
knowledge.
Laborious (adj) [ləˈbɔː.ri.əs] – needing a lot of time and effort
Logo (n) [ˈləʊ.ɡəʊ] – a small picture or design that a company or organiza-
tion uses as its symbol.
Manuscript (n) [ˈmæn.jə.skrɪpt] – the original copy of a book or article be-
fore it is printed.
Merge (v) [mɜːʤ] – to combine or cause to combine to form a single entity
Mockup (n) [ˈmɒk.ʌp] – a plan of how a page of a website, magazine, news-
paper, etc. will look when it is finally created.
Motion graphics (n) [məʊʃn ˈgræfɪks] – pieces of animation or digital foot-
age which create the illusion of motion or rotation and are usually combined with
audio for use in multimedia projects.
Overlap (v) [ˌ əʊ.vəˈlæp] – to cover something partly by going over its
edge; to cover part of the same space.
Page layout (n) [peɪdʒ ˈleɪ.aʊt] – the arrangement of visual elements on
a page.
Permeate (v) [ˈpɜː.mi.eɪt] – to spread through something and be present in
every part of it.
Persuasive (adj) [pɚˈsweɪ.sɪv] – making you want to do or believe a partic-
ular thing.
Raster image (n) [ˈræs.tər ˈɪm.ɪdʒ] – a type of computer image that is based
on a rectangular grid (= pattern of lines and columns) of pixels (= small dots)?
For example PNG is a graphics file format for raster images.
Relentless (adj) [rɪˈlent.ləs] – continuing in a determined way without any
interruption.
Simulate (v) [ˈsɪm.jə.leɪt] – to do or make something that looks real but
is not real.
Technique (n) [tekˈniːk] – a way of performing a skillful activity, or the
skill needed to do it.
Typography (n) [taɪˈpɒɡ.rə.fi] – the design of the writing in a piece of print-
ing or on a computer screen.
Ubiquitous (adj) [juːˈbɪk.wɪ.təs] – found or existing everywhere.
Unit 3. Graphic Design
42
Vector graphics (n) [ˈvek.tər] – created using points, lines, and shapes, and
a mathematical equation tells the computer to draw the final image.
Visual hierarchy (n) [ˈvɪʒ.u.əl ˈhaɪə.rɑː.ki] – a method of organizing design
elements in order of importance.
4. Think about the Russian equivalents of the terms given above.
5. Match the following definitions with the terms.
DEFINITIONS
TERMS
1
Making you want to do or believe a particular thing.
intuitive
2
Any picture, especially one formed by a mirror or a lens.
Adobe InDesign
3
Relating to the conveyance or exchange of information.
logo
4
A design software that is centered around vector design for
artwork, icons, posters, etc.
to overlap
5
To combine or cause to combine to form a single entity.
assortment of collateral
6
Found or existing everywhere.
Adobe Photoshop
7
Easy to use or learn without any special knowledge.
graphic modeling
8
To cover something partly by going over its edge.
broadcast media
9
A small picture or design that a company or organization
uses as its symbol.
Adobe Illustrator
10
The most popular software for graphic design if you want
to create banners, posters, websites, or logos.
graphic design
11
Software used in the publishing industry.
image
12
A wide range of products.
to merge
13
Different media channels or broadcasters such as the television, internet, podcasts, video content, and others.
persuasive
14
The skill or the work of arranging text and pictures, especially in the production of books, magazines, software, etc.
communicative
15
The process of a visualization of an idea, often created on
paper or through software.
ubiquitous
6. Match the words in A with their synonyms in B.
A B
1
ubiquitous
a
get together
2
merge
b
imitate
3
technique
c
picture
4
intuitive
d
crowd
Unit 3. Graphic Design
43
A B
5
permeate
e
convincing
6
assemble
f
omnipresent
7
image
g
way
8
persuasive
h
penetrate
9
audience
i
combine
10
simulate
j
user-friendly
7. Read the definition and write the term.
DEFINITIONS
TERMS
1
A full-size model of something large that has not yet
been built, showing how it will look or operate (6 letters).
_ _ _ _ _ _
2
A large amount of information stored in a computer
system in such a way that it can be easily looked at or
changed (8).
_ _ _ _ _ _ _ _
3
Pieces of animation or digital footage which create the
illusion of motion or rotation (6, 8).
_ _ _ _ _ _
_ _ _ _ _ _ _ _
4
A type of computer image that is based on a rectangular
grid of pixels (6, 5).
_ _ _ _ _ _
_ _ _ _ _
5
A secure, centralized location for storing, organizing,
managing, and distributing images (5, 7).
_ _ _ _ _
_ _ _ _ _ _ _
6
To spread through something and be present in every
part of it (8).
_ _ _ _ _ _ _ _
7
The art or work of preparing books, etc. for printing,
especially of designing how text will appear when it is
printed (10).
_ _ _ _ _ _ _ _ _ _
8
A method of organizing design elements in order of
importance (6, 9).
_ _ _ _ _ _
_ _ _ _ _ _ _ _ _
9
Something which is created using points, lines, and
shapes, and a mathematical equation tells the computer
to draw the final image (6, 8).
_ _ _ _ _ _
_ _ _ _ _ _ _ _
10
Continuing in a determined way without any interruption (10).
_ _ _ _ _ _ _ _ _ _
11
The arrangement of visual elements on a page (4, 6).
_ _ _ _ _ _ _ _ _ _
12
A way of performing a skillful activity, or the skill
needed to do it (9).
_ _ _ _ _ _ _ _ _
Unit 3. Graphic Design
44
DEFINITIONS
TERMS
13
The range of colors available to the user of a computer
(5, 8).
_ _ _ _ _
_ _ _ _ _ _ _ _
14
Requiring a lot of time and effort (9).
_ _ _ _ _ _ _ _ _
15
The process of changing or moving images on a computer (8, 5, 12).
_ _ _ _ _ _ _ _
_ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _
USEFUL GRAMMAR
Grammar to study: Future tenses (active and passive voices)
8. Turn the following sentences from Active into Passive or from Passive
into Active where it is possible.
1. We’ll have seen early examples of graphic design in ancient manuscripts
and even prehistoric cave paintings by 9 am tomorrow.
2. When you incorporate technology into creating designs and other visuals
for your personal and commercial clients, you will probably ask for more compensation in return.
3. With the advancement of technology, graphic designers will be soon creating more complex designs and printouts.
4. Technology will also change the way that people view their jobs.
5. While technology constantly changes, the graphic industry will continue
growing as long as people search for new ways to save time and money.
6. Many design technologies will have been invented in the nearest 20 years.
7. They will use various tools, such as Adobe Illustrator and Photoshop, to
create their unique style.
8. User experience design will be used here because it is vital to the success
of a product or service.
9. In future graphic designers will be called upon to create everything from
infographics to ads and to do so using a variety of media, including words, images, video, and even code.
10. However, with so many different areas of communication, it's not always
clear how graphic design will fit into the broader world of communications.
11. If you consider pursuing a career in graphic design, it's essential that the
latest trends and developments will be taken into consideration.
Unit 3. Graphic Design
45
12. Graphic designers are creating the algorithm for how AI will create the
t-shirt.
13. Experts predict that AI will become more widespread in the coming
years, leading to more innovation in the design industry.
14. As AI evolves, we will only improve humans' creative and analytical
abilities.
15. As designers continue to push boundaries, soon we’ll see cutting-edge
designs that captivate and engage audiences in new and innovative ways.
9. Complete the sentences with the appropriate active or passive forms
of the verbs in brackets. Use only Future tenses.
1. The job market for graphic designers is expected to grow by 4% in the
next 10 years. This means that the demand for skilled graphic designers _____ to
rise. (continue)
2. As more and more businesses realize the importance of good design,
they _____ for qualified professionals to help them create attractive and effective
visuals. (look)
3. Graphic designers with strong skills in digital media and marketing _____
in high demand in the future. (be)
4. Some experts believe that by the end of this decade 3D printing _____ a
big role in the future of design. (play)
5. However, with the increasing use of technology in society, many graphic
designers are beginning to worry about how this _____ their industry in the future. (impact)
6. While some believe that technology _____ to further advance graphic design, others believe that human designers _____ eventually _____ altogether.
(help, replace)
7. As the debate continues, it _____ interesting to see how technology affects graphic design in the years to come. (be)
8. A well-rounded education _____ that they are able to create effective and
visually appealing designs for any medium. (ensure)
9. As soon as the company learns about the value that good design can
bring to its brand, it _____ to invest in talented designers and pay them accordingly. (will)
10. This growth _____ new opportunities for graphic designers, including
jobs in new industries and higher salaries. (create)
Unit 3. Graphic Design
46
11. Sustainable material choices coupled with responsible manufacturing
processes _____ to play a key part in design for 2025. (continue)
12. "Brands _____ to find new ways to come across as authentic and
unique," he predicts, "with more emphasis being placed on type to do the heavy
lifting. More and more brands _____ motion designers and typographers with
telling their brand story in more dynamic and expressive ways." (want, task)
13. The outlook for the future of graphic design is that organizations _____
design needs to freelancers with great benefits for both parties. (outsource)
14. The future of graphic design education _____ also _____ since these
technologies _____ experts in both fields. (transform, require)
15. It is easy to state that the future outlook of graphic design _____ students
learning online for a few months instead of the current four years. (involve)
SPECIALIST READING
10. Read the article and fill the gaps with one of the following phrases:
1. it is a major component of our complex print and electronic information
system
2. the fundamental role of all graphic designers
3. a special kind of art and profession of selecting and arranging visual elements
4. create special tools and programs for graphic modeling.
5. visual communications
6. to combine visual and verbal elements into an ordered and effective whole
7. product identification, entertainment,
8. the integration of motion graphics
9. Because of the international appeal and reach of the Internet,
10. to manuscripts in ancient China, Egypt, and Greece.
GRAPHIC DESIGN
Graphic design is (1) _____ (such as typography, images, symbols, and colors) to convey a message to an audience. Sometimes graphic design is called
(2) _____. By applying visual hierarchy and page layout techniques, designers
use typography and pictures to meet users’ specific needs and focus on the logic
of displaying elements in interactive designs, to optimize the user experience. An
important part of the designer’s task is (3) _____.
Unit 3. Graphic Design
47
Graphic design is therefore a collaborative discipline: writers produce
words, photographers and illustrators create images that the designer incorporates
into a complete visual communication, and large groups of programmers
(4) _____.
Graphic design is a very old craft – it has been practiced in various forms
throughout history. Indeed, strong examples of graphic design date back
(5) _____. In the 21st century graphic design is ubiquitous – (6) _____. It permeates contemporary society, delivering information, (7) _____, and persuasive
messages. The relentless advance of technology is changing dramatically the way
graphic designs are created and distributed to a mass audience. (8) _____, the
graphic-design profession is becoming increasingly global in scope. Moreover,
(9) _____, animation, video feeds, and music into web-site design has brought
about the merging of traditional print and broadcast media. So, 10 _____ – giving
expressive form and clarity of content to communicative messages – still remains
the same [7].
11. Choose the best answers to the following questions according to the
article.
1. Is graphic design just the same as visual communications?
a) Yes, it is.
b) No, it isn’t.
c) It might be.
2. Is typography used in graphic design?
a) Yes, it is.
b) No, it isn’t.
c) It might be.
3. Do photographers incorporate images into a visual communication?
a) Yes, they do.
b) No, they don’t.
c) There is no information in the article.
4. Do programmers take part in graphic modeling?
a) Yes, they do.
b) No, they don’t.
c) There is no information in the article.
5. What do programmers produce?
a) text
Unit 3. Graphic Design
48
b) images
c) tools
6. Are China, Greece, and Egypt inventors of graphic design?
a) Yes, they are.
b) No, they are not.
c) There is no information in the article.
7. Is graphic design omnipresent?
a) Yes, it is.
b) No, it isn’t.
c) There is no information in the article.
8. Does the advance of technology play any role in creation and distribution
of graphic designs?
a) Yes, it does.
b) No, it doesn’t.
c) It depends.
9. Has the integration of motion graphics changed anything?
a) Yes, it has.
b) No, it hasn’t.
c) There is no information in the article.
10. Has the main role of graphic design changed?
a) Yes, it has.
b) No, it hasn’t.
c) It depends.
12. Read the article again and say whether the following statements are
true or false.
STATEMENTS
T/F
1
Graphic design is the practice of visual communication, using imagery
to convey information and concepts to a viewer.
2 Designers use typography and pictures to apply visual hierarchy and
page layout techniques.
3
The designer’s task is to use both visual and verbal elements.
4 Graphic design involves two or more people working together.
5 Graphic design is a kind of modern art and profession.
6
Graphic design is a part of complex print and electronic information
systems.
Unit 3. Graphic Design
49
STATEMENTS
T/F
7
The advance of technology does not influence the creation of graphic
designs.
8
Graphic design delivers information, entertainment, and messages.
9
The graphic-design profession is popular because it is interesting.
10
The basic role of any graphic designer is to make the content of a communicative message understandable and vivid.
VOCABULARY IN USE
13. Follow the link https://rutube.ru/audio/57bfe62cad80020ad900647-
ab1c57c1f/ to listen to the article. Then read the article and fill the gaps.
Graphic design uses visual compositions to solve problems and communicate ideas through (1) _____, (2) _____, color, and form. There is no one way to
do that, and that is why there are several types of graphic design, each with their
own area of specialization. Though they often (3) _____, each type of graphic
design requires specific set of skills and design (4) _____. Many (5) _____ specialize in a single type; others focus on a set of related, similar types. But because
the industry is constantly changing, designers must be adaptable and lifelong
learners so they can change or add specializations throughout their careers:
• (6) _____ identity graphic design ((7) _____, typography, color (8) _____
and image (9) _____ that represent a brand’s personality);
• marketing and advertising graphic design (a broad (10) _____ of
(11) _____ for print, digital and beyond);
• user (12) _____ graphic design (desktop apps, mobile apps, web apps and
games);
• publication graphic design (typography and accompanying artwork, which
includes photography, graphics and illustrations);
• packaging graphic design (concepts, (13) _____ and the print-ready files
for a product)
• (14) _____ graphic design (projects for TV and film);
• (15) _____ graphic design (making spaces more memorable, interesting,
informative or easier to navigate);
• art and illustration for graphic design.
In the mid-1980s (16) _____ publishing and graphic art software applications introduced computer image (17) _____ and creation capabilities that had
Unit 3. Graphic Design
50
previously been manually executed. Computers enabled designers to instantly see
the effects of (18) _____ or typographic changes, and to (19) _____ the effects
of traditional media. And since then, programmers have a lot of creative work.
Anyway, the development of programs for designers should be attributed to a
separate type of graphic design – this is a very long and (20) ______ process,
during which every programmer becomes a great artist himself [8].
14. Read the text and fill the gaps with one of the following words:
raster-, databases, logos, images, based, open-source, casual users,
vector-based, manipulation, intuitive, page layout
Nearly all the popular and «industry standard» software programs used by
graphic designers since the early 1990s are products of Adobe Systems Incorporated. Adobe Photoshop (a (1) _____ program for photo editing) and Adobe Illustrator (a (2) _____ program for drawing) are often used in the final stage. Some
designers across the world use CorelDraw, a vector graphics editor software developed and marketed by Corel Corporation. Open-source software used to edit the
vector graphic is Inkscape. Designers often use pre-designed raster images and
vector graphics in their work from online design (3) _____. Raster (4) _____ may
be edited in Adobe Photoshop, (5) _____ and illustrations in Adobe Illustrator and
CorelDraw, and the final product assembled in one of the major (6) _____ programs, such as Adobe InDesign, Serif PagePlus and QuarkXpress. Powerful (7)
_____ programs (which are free) are also used by both professionals and (8) _____
for graphic design – these include Inkscape (for vector graphics), GIMP (for photo-
editing and image (9) _____, Krita (for painting) and Scribus (for page layout).
Graphic design software in the early days was hard to use. Technology has
come a long way, and software is now (10) _____ and helps a user express creativity more freely. Selecting the right platform would depend on your work and
what you want to achieve with the software. And experienced programmers will
help you to bring the most daring ideas to life [9].
SPEAKING
Ranking
LANGUAGE WORK
15. Rank these devices, put the best at the top. Then pair up and share
your rankings.
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