Unit 13
Graphic design
Text a
I Listen and remember the following words:
1.
to
embrace
включати
2.
imagery
збірн.
óбрази
3.
imaging
створення зображення; запис зображення
на електронні носії
4.
essence
суть
5.
to
constitute
складати; встановлювати
6.
re-evaluation
повторне оцінювання
7.
grid
масштабна сітка
8.
to
incorporate
in
додавати
9.
benefit
користь
II Read and remember the following phrases:
1. page layout – оформлення сторінки
2. client’s edit – редагування замовника
3. to be with in the scope of smth – бути в рамках чогось
4. blurring distinction – незначна різниця
5. advertising art – мистецтво реклами
III Read and translate the following text:
The Art of Graphic Design
Graphic design is a form of communicationusing text and/or images to present information. The art ofgraphic designembraces a range of mental skills and crafts includingtypography,image developmentandpage layout. Graphic design is applied incommunication designandfine art. Like many forms of communication graphic design often refers to both the process (designing) by which the communication is created and the products (designs) such as creative solutions,imageryandmultimedia compositions. The designs are applied to staticmediaas well aselectronic medianot always in the completed form. Incommercial artclient’s edits, technical preparation and mass production are usually required but as a rule not considered to be within the scope of graphic design.
Although the term 'graphic designer' was first coined in the 20th century, the story of graphic design spans the history of marks of humankind from the magic caves of Lascauxto the dazzling neons ofGiza. In both this lengthy history and in the relatively recent explosion of imaging in the 20th and 21st centuries there is sometimes a blurring distinction and over-lapping ofadvertisingart, graphic design andfine art. After all they share the same elements, theories, principles, practices andlanguagesand sometimes the same client. Inadvertisingart the ultimate objective is the sale of goods and services. In graphic design ‘the essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience. Fine art refers to arts that are concerned with beauty...’
Design elements are the basic tools in every design discipline. The elements including shape,form,texture,line,valueandcolourcompose the basic vocabulary of visual design. Design principles such asbalance,rhythm,emphasisandunityconstitute the broader structural aspects of the composition.
According to the classic theory of design or graphic design the visual excitement of a design work is a result of how the compositionof the design elements creates mood, style, message and a look.
There are research and planning that are needed for most design work:
the design process which encompasses the step-by-step and often complex path that a designer takes toward a design solution through research, exploration, re-evaluation and revision of a design problem. This process starts with the client and ends with the finished design product.
use of a grid to help improve or speed up the layout of images and text. Like the steel internal frame of building the grid helps the designer to place information on paper or screen in a way that improves the design visually and its usability.
impact and use of technology for design solutions. Graphic designers are usually first to adopt and incorporate new technology in solutions or concepts when possible. This experimentation is not always to the benefit of the design or the user.