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Файл:Особенности употребления англоязычной терминологии дизайна = English Design Terminology in Use. Учебное пособие.pdf
UNIT 3. GRAPHIC DESIGN
LEAD-IN
Comment on the picture given below. What is there in the
picture? Take a step back and stare at the picture. Comment on the
relationships “Designer vs. Client”.
A JOKE
Section 1. VOCABULARY AND WORD STUDY
1. Study the Active Vocabulary. Read and translate the
given sentences into Russian. Memorise the words.
1. Adhere to брит. [ədˈhɪə], амер. [ədˈhɪr] (v) твердо дер-
жаться, придерживаться
The graphic design team was asked to adhere to a minimalist
aesthetic for the new marketing campaign. We must adhere to the
rules set by the local government. We adhere to the principle that
everyone should be treated fairly.
2. Colour брит. [ˈkʌlə], амер. [ˈkʌlər] (n) цвет, колорит,
оттенок; (adj.) цветовой, цветной; (v) окрашивать, красить
In graphic design, the choice of colour can greatly influence the
mood and message of a design. The graphic design team
experimented with different colour schemes before finalizing the
logo. The Opera House is decorated with the Hungarian national
colours: green, red and white.
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3. Communicate брит., амер. [kəˈmjuːnɪkeɪt] (v) сообщить,
сообщать, передавать
We can now communicate instantly with people on the other
side of the world. Good graphic design doesn‟t just look appealing –
it must also communicate the intended message without confusion.
The new app was designed to help people communicate more
efficiently across different languages.
4. Design брит., амер. [dɪˈzaɪn] (n) дизайн, разработка,
конструкция; (v) проектировать, разрабатывать
She designed a new logo for the company. This guide will help
you learn how to customize the design of your site. His innovative
design for the product packaging helped the brand stand out on the
shelves. The architect presented a modern design for the new office
building, featuring open spaces and natural light.
5. Essential брит. [ɪˈsenʃ(ə)l], амер. [ɪˈsenʃl] (adj.) необходи-
мый, существенный, основной; (n) сущность, неотъемлемость
My personal experience does not corroborate your faith in the
essential goodness of people. In graphic design, understanding colour
theory is essential for creating visually appealing work. It‟s essential
to double-check your work before submitting it to avoid mistakes.
Jordan promised to trim the city budget without cutting essential
services.
6. Form брит. [ˈfɔːm], амер. [fɔːrm] (n) форма, вид, фор-
мат, образ; (v) образовывать, формировать
Cut off the corners of the square to form a diamond. The artist
used clay to form a beautiful sculpture of a woman. These panels
folded up to form a screen some five feet tall.
7. Graphic design брит., амер. [ˈɡræfɪk dɪˈzaɪn] графический
дизайн
Graphic design plays a crucial role in creating visually
appealing advertisements that capture the audience‟s attention. Our
graphic design studio ran for three years, training learners and paying
them about the national minimum wage. That was one of the great
examples of fashion and graphic design working together.
8. Image брит., амер. [ˈɪmɪdʒ] (n) изображение, образ,
имидж, облик, отражение; (v) отображать, изображать
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Using graphics software, you can revolve the image on the
screen. A company‟s logo is often the first image people associate
with its brand. The artist‟s latest painting is an abstract image that
evokes strong emotions.
9. Influence брит., амер. [ˈɪnflʊəns] (n) влияние, воздей-
ствие, действие; (v) влиять, оказывать влияние
Her art shows the influence of pop culture. That is where the
Baroque influence comes in. The artist‟s work was heavily
influenced by the natural beauty of her hometown.
10. Interact брит., [ɪntərˈækt], амер. [ˌɪntərˈækt] (v) воз-
действовать, влиять друг на друга
The new app allows users to interact with each other in realtime through video chats. During the workshop, participants were
encouraged to interact and share their ideas openly. The exhibit was
designed to let visitors interact with the displays, making the
experience more engaging.
11. Layout брит., амер. [ˈleɪaʊt] (n) макет, расположение,
планировка, размещение, схема, план, разметка, проект,
выкладка
The graphic designer spent hours perfecting the layout of the
magazine spread. A well-organized layout in a presentation helps the
audience follow the flow of information. The layout of the book was
carefully designed to balance text and images for a seamless reading
experience.
12. Line брит., амер. [laɪn] (n) линия, черта, штрих, стро-
ка, линейный; (v) проводить линию
Lines are present in nearly every design, whether they are
straight, curved, thin, thick, dashed, long, or short. Artist used
a single, continuous line to create a stunning sketch of a dancer. She
drew a bold line under the heading to make it stand out on the page.
13. Perception брит. [pəsepʃ(ə)n], амер. [pərˈsepʃn] (n) вос-
приятие, ощущение, понимание, осознание, перцепция
The artist‟s work challenges the viewer‟s perception of reality
by blending abstract and realistic elements. In psychology,
perception refers to how individuals interpret and make sense of
sensory information. Cultural differences can greatly influence
people‟s perception of what is considered polite or rude.
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14. Principle брит. [ˈprɪnsɪp(ə)l], амер. [ˈprɪnsəpl] (n) прин-
цип, правило, закон, элемент, причина, источник, принцип
устройства
Their principles of composition characterized all their works.
We adhere to the principle that everyone should be treated fairly. In
design, the principle of balance ensures that elements are distributed
harmoniously.
15. Shape брит., амер. [ʃeɪp] (n) форма, вид, фигура, облик;
(v) придавать форму, формировать, фасонный, профильный
Shape, also known as form, is the combination of lines. Shapes
can be circles, squares, rectangles, triangles, or other abstract forms.
Similar to colour, shapes have different associations: a circle may be
used to represent unity, whereas a square could represent structure.
16. Size брит., амер. [saɪz] (n) размер, объем, формат,
величина, сечение; (v) определять размер, располагать,
калибровать
In graphic design, understanding how to scale elements to the
right size is essential for both print and digital media. The artist
chose a canvas of a larger size to fully capture the details of the
landscape. When working on a poster, the size of the images and text
must be carefully planned to fit the layout.
17. Space брит., амер. [speɪs] (n) пространство, место;
(adj.) космический; (v) оставлять промежутки
Good designs will utilize space to give other elements room to
breathe. Understanding how to use space effectively is a fundamental
skill for any graphic designer. The graphic design project used
asymmetrical space to create a dynamic and modern composition.
18. Typography брит., [taɪˈpɒɡrəfɪ], амер. [taɪˈpɑːɡrəfɪ] (n)
книгопечатание, оформление
One of the most crucial elements of graphic design is
typography, which involves the arrangement of type to make written
language legible and appealing. Good typography enhances the
visual impact and communicates a message effectively. In the world
of design, typography goes beyond mere aesthetics; it‟s an art form
in its own right.
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1) adhere
2) typography
3) essential
4) influence
5) interact
6) layout
7) perception
8) space
9) texture
10) visual
a) фактура
b) восприятие
c) влиять
d) придерживаться
e) основной
f) взаимодействовать
g) оформление
h) наглядный
i) размещение
j) пространство
19. Texture брит. [ˈtekstʃə], амер. [ˈtekstʃər] (n) текстура,
фактура, структура, ткань; (v) придавать структуру, формировать
Textures are becoming more commonly used, replacing singlecolour backgrounds. Textures can include paper, stone, concrete,
brick, and fabric. Textures may be subtle or obvious and be used
sparingly or liberally.
20. Visual брит. [ˈvɪʒ(j)ʊəl], амер. [ˈvɪʒʊəl] (adj.) визуаль-
ный, зрительный, наглядный, оптический, видимый
Visual identity graphic design focuses on the visual elements of
a brand. Graphic designers develop visual brand guidelines to ensure
brand consistency across all uses. The human brain is fantastic at
visual memory.
2. Match the words with their translation.
3. Match the words from the Active Vocabulary with the
following definitions:
1) what you think or believe about someone or something;
2) means relating to sight, or to things that you can see;
3) an empty area that is available to be used;
4) a basic idea or rule that explains how something happens or
works;
5) a long, thin mark;
6) to share information with others by speaking, writing,
moving your body, or using other signals;
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7) to use something such as dyes or paint to change it;
8) very important and necessary;
9) the design of the writing in a piece of printing or on
a computer screen;
10) the physical form of something made by the line around its
outer edge.
4. Fill in the gaps with the words from the Active
Vocabulary.
1. The artist used a single, flowing … to create a sense of
movement in the drawing.
2. The use of warm colours in the design changed the
audience‟s … of the brand, making it feel more inviting.
3. Cultural trends often … the styles and techniques used in
graphic design.
4. The artist used clay to … a beautiful sculpture of a dancer.
5. Effective graphic design helps … complex ideas simply and
clearly.
6. The new website design allows users to … with the content
in innovative ways.
7. The … of the font was increased to ensure the text was
readable from a distance.
8. The … appeal of the packaging played a key role in
attracting customers to the product.
9. The use of bold … in the poster immediately grabbed
everyone‟s attention.
10. Modern websites often use clean, minimalist … to create
a sleek and user-friendly experience.
5. Make up your own sentences with the words from the
Active Vocabulary.
6. Translate the following sentences from Russian into
English using the words from the Active Vocabulary.
1. Графический дизайн сочетает в себе творчество и техно-
логии.
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2. Макет журнала был тщательно продуман для удобства
чтения.
3. Дизайнеры должны придерживаться руководства по
стилю, чтобы сохранить единообразие.
4. Основной принцип дизайна – баланс между формой
и функцией.
5. Дизайн нового приложения сосредоточен на простоте
и удобстве.
6. Основная проблема этого проекта заключается в том, что
он будет слишком дорого стоить.
7. Использование белого пространства делает дизайн более
воздушным.
8. Добавление текстуры придало дизайну глубину и реализм.
9. Важно придерживаться выбранного стиля при оформле-
нии интерьера.
10. Дизайнеры стараются максимально эффективно ис-
пользовать пространство.
Section 2. READING
1. Before you read the text, answer the following questions.
1. What does graphic design really mean?
2. When you think of graphic designers, what do you picture?
Creative-looking, fashionable people with a tablet in one hand and
a pen in the other? A lone professional using design software in
a dark room? An artist?
3. What does a graphic designer do?
4. What are the elements and principles of graphic design?
5. What is graphic design?
2. Read the text about graphic design as an art.
Graphic Design
While the term graphic design was coined in the 1920s, the art
form itself has long been an essential part of visual communication.
Early examples of graphic design can be seen in ancient manuscripts
and even prehistoric cave paintings.
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Graphic design is the art of composing visual elements – such as
typography, images, colours, and shapes – to communicate
information or convey a message effectively. Graphic design is
everywhere you look in the digital age. 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. Through incorporating different elements and principles,
these designs can influence our perception and emotions.
Graphic design is also known as communication design, and
Graphic Designers are essentially visual communicators. They bring
visual concepts to life, most commonly through graphic design
software, and inform or engage consumers through text, graphics and
images.
Graphic design is one way that companies connect with
consumers. Design can be used to promote and sell products, to
convey a message, or to develop a brand identity. Though some
graphic design has a commercial purpose, Graphic Designers
combine art and business, so the creative process is informed in part
by business goals.
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Colour
Form
Line
Size
Space
Texture
Shape
Balance
Contrast
Emphasis
Movement
Proportion
Rhythm
What are the elements and principles of graphic design?
A graphic designer creates work utilizing certain visual
elements. Graphic designers can use these elements in conjunction or
opposition with each other to create striking and impactful visuals.
They work to create visually appealing work that conveys a message.
These graphic design elements include:
Graphic designers also adhere to the principles of design, which
are essentially a set of guidelines that help a design achieve
appealing composition. These visual concepts include:
In fact, almost everyone today practices some form of graphic
design in their daily life – whether it‟s adding text to an image for
social media or colour-coding a spreadsheet for work. Basically, if
you‟re creating visual content, you‟re practicing some form of
graphic design.
Benefits of Graphic Design
Investing in graphic design can offer many benefits for
a company, including consistent, identifiable branding.
Having a Graphic Designer create or select the right logos,
images, graphics, or layout for your creative materials will form
visual consistency for your company across all of the different
channels it uses to interact with clients. Think of any successful
company and how much graphic design plays into its branding and
any forward-facing design choices.
3. Say if the following statements are true or false. Correct
the false ones.
1. The term graphic design was first used in the 1920s.
2. Prehistoric cave paintings are considered early examples of
graphic design.
3. Graphic design is only used in digital media and not in print.
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1) graphic
2) essential
3) convey
4) digital
5) commercial
6) creative
7) visual
8) striking
9) identifiable
10) colour
a) purpose
b) part
c) process
d) a message
e) concepts
f) branding
g) coding
h) design
i) age
j) visuals
4. Graphic designers use elements like colour, form, and line to
create visuals.
5. The principles of graphic design include balance, contrast,
and rhythm.
6. Graphic design is also known as communication design.
7. Graphic design is only used for commercial purposes and not
for artistic expression.
8. Adding text to an image for social media is an example of
practicing graphic design.
9. Graphic design cannot influence our emotions or
perceptions.
10. Investing in graphic design helps companies create
consistent and identifiable branding.
4. Match the two of the phrases from the text and recall the
sentences with them.
in English using the phrases from the exercise 4.
Section 3. SPEAKING
the word texture.
anatomy), from Latin textura “construction, structure”, a transferred
sense, literally “web, structure”, from stem of texere “to weave”
5. Underline or mark the main ideas of the text and retell it
1. Consider the following passages [3] about the meaning of
Texture (n) early 15 c., “network, structure” (earliest in
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