Read the text using a dictionary and translate it.
The Design process
Innumerable definitions of design exist in the world. Sir George Cox the former Chairman of Design Council gives the following definition of design: “Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or clients. Design may be described as creativity deployed to a specific end.” Design could be viewed as an activity that translates an idea into a scheme for something useful. The most evident characteristic of design is that it makes ideas tangible, it takes abstract thoughts and inspirations and makes something definite. In fact, it’s often said that designers don’t just think and then translate thoughts into tangible form, they actually think through making things. This ability to make new ideas real from an early stage in developing products or services means that they have a greater chance of becoming successful more quickly. The design process is the step by step process that is used in order to create a product. It consists of four distinct phases: Discover, Define, Develop and Deliver.
Design starts with briefing, marked by an initial idea or inspiration, often sourced from the Discover phase. The Discover phase is “a stage of divergent thought”. In this stage of the design process, the company is asking a question, posing a hypothesis or identifying a problem by analyzing market data, trends and other information sources.
The Definition phase. A combination of directions identified during the Discover stage are analyzed, synthesized and developed into a clear creative summary with actionable tasks related to new and existing product.
The Develop phase. In this phase the designer prepares documents consisting of drawings to fix and describe the size and character of the entire project as a structural system.
The Delivery phase. In this phase the final concept is taken through final testing, signed-off, produced and launched in the relevant market.
The most advanced companies use design at every level of the business to form high level strategy, trying to find new opportunities for growth and to detailed implementation, ensuring that every experience that a customer has is as productive and engaging as it can be.
Answer these questions:
1. What does the term “design” mean?
2. What is the most evident characteristic of design?
3. How many phases does the design process have?
4. How do you understand the phrase “a stage of divergent thought”?
5. What do designers do during the Definition phase?
6. When do designers describe the size and character of the entire project?
7. Why do the most advanced companies use design?
Summarize the text.
Graphic Design
An exact definition of the term graphic design is difficult to come by. “A creative process that combines art and technology to communicate ideas” AIGA's definition of graphic design .The process of intermixing text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, and any other type of visual communication. Graphic design can use image-based designs involving photos, illustrations, logos and symbols, type-based designs, or a combination of both techniques. These designs can include various combinations of the following elements: Lines- divide a space or separate content in a layout. Shapes- offer a variety of ways to fill spaces creatively, to support text and other forms of content, and to balance a design. Color, or the absence of color, is an important element of any design. With a solid understanding of color theory, designers can amazingly influence a design and a brand, seamlessly integrating color boldly or with brilliant subtlety. Type- can transform a message from mere text to a work of art. Different fonts, combined with customized alignments, spacing, size, and color, can add power to the point you are communicating to the world. Texture- Even a smooth advertisement can seem tangible with texture. It gives a sense of a tactile surface through its visual appearance and adds a sense of depth, enhanced by selection of appropriate paper and material. Professional designers possess a creative mind with an artistic inclination. Keen observation skills and analytical thinking are essential tools for graphic design, before they dig into their physical tool kit and touch pen to paper or stylus to tablet. Designers employ a variety of methods to combine art and technology to communicate a particular message and create an impressive visual object.
Graphic designers create visual concepts, by hand or using computer software, to communicate ideas that inspire, inform or captivate clients. They help to make an organization recognizable by selecting color, images, or logo designs that represent a particular idea or identity to be used in advertising and promotions.
Answer these questions:
1. What is the definition of graphic design?
2. What elements of graphic design do you know?
3. Which elements divide separate content in a layout?
4. What are essential tools for graphic design?
5. How do graphic designers create visual concepts?
6. What elements of image-based designs do you know?
Summarize the text.
Art deco style
The expressive style, popular in the early years of the 20th century. It concerns with creating interior décor, houses and buildings, furniture, household and industrial goods, and electronic devices and so on. As a style, Art Deco presumes streamlined contours of products with polished, sleek and shine surfaces, patterns with clear, pleasant to the eye visual forms. The term Art Deco stems from the Paris design exhibition which took place in 1925 and denotes concise expression for Decorative Arts. Soon Art Deco has been widely disseminated in the United States, especially in architecture and according to the style a good many buildings mushroomed especially in New York City and Chicago. The Daily News, Chrysler and Empire State buildings exemplify the style which was popular at that time. Raising the New York Daily News Building architect Raymond M. Hood has created the epitome of Art Deco erection, an imposing edifice with board uninterrupted vertical stripe of windows which is stretching from the bottom to the top of the skyscraper, so the whole construction represents the real work of art.
The Chrysler Building (1930) was erected by architect William Van Alen who was absorbed by enticing streamlined geometrical forms according to Art Deco style. The building is 319 m height, edged on its summit with a number of narrowing arches and crowned with the stainless steel spire.
It is noteworthy that Empire State building which is 381m height was the world’s tallest skyscraper in its time; moreover, nowadays it is the real oriflamme of Manhattan, New York and the United States as a whole. It has been created in a streamlined art deco style in 1931, and since then a lot of people come to see it and enjoy its elegant geometrical design, its wonderful Hall on the first floor, decorated with unique marble of mauve colour.
Answer these questions:
1. What does Art Deco style presume?
2. What buildings exemplify the Art Deco style?
3. What is world’s tallest skyscraper?
4. Who was the architect of The Chrysler Building?
5. What is the main feature of the Art Deco style?
Summarize the text.