Past/present, present/past
E.g.: I want to become rich but unfortunately I didn’t win the lottery.
If I had won the lottery (Past), I would be rich (Present).
I didn’t take French in high school. Now I have less job opportunities.
I have to prepare for the exams. I didn’t go to the party last night.
She didn’t become a citizen of the United States. She needs a visa to work there.
You didn’t wake me up in time. Now I’m late for my classes.
I’m not currently rich. I didn’t buy that Porsche we saw yesterday.
Past/future, future/past
E.g.: You are going to Las Vegas next week. I didn’t know about it in advance, therefore I can’t go with you.
If I had known that you are going to Las Vegas next week, I would go with you.
I didn’t save wisely enough. I won’t buy a new car this year.
My wife is going to make us a big dinner tonight, that’s why I didn't suggest that we go to that nice Chinese restaurant.
Mark didn’t get the job, so he isn’t going to move to Japan.
I didn’t go to the match with my friend. I will have to work this evening.
Eleanor didn’t go skiing with us this year. She is going to spend more time with her family.
Present/future, future/present
E.g.: I have a lot of vocation time. I will go with you on the voyage next week.
If I didn't have a lot of vacation time, I wouldn't go with you on the voyage next week.
Sarah is not creative enough. The company won't send her to New York to work on the new project.
Jane is not worried about the conference. She is not giving a speech there.
If you had more time, I would go to the cinema with you.
I won't go to the cinema with you. I’m busy today.
I’m waiting for a phone call. I can’t go to bed now.
LISTENING
Explain the meanings of the following phrases from the video in English:
Custom Packaging Capabilities
Peek packaging
Design and Supply Custom Packaging for Retail and Industrial Products
Ranked in Inc. Magazine's Fastest Growing Packaging Companies
Nationwide reach
SPEAKING
Make up a dialogue with your partner; discuss the necessity of package design. Give your examples of good and bad design packages.
Use the following expressions:
The first thing that comes to my mind is...
I'm of the opinion that...
First look at the opposite point of view.
Nevertheless...
However...
It is only partly true that...
Although...
Take for example...
Moreover...
There can be no doubt that...
It is for this reason that I believe that...
My own view of the matter is...
Make a design presentation of some manufactured goods. You can use the following project as an example.
LASER MOUSE PRODUCT LINE
Package Design Goals:
Differentiate the laser product line from other Microsoft products and competitive items
Successful form factor introduction across numerous worldwide retail channel partners
Partnering with marketing to add "pizzazz" to the package
Consistent with hardware product packaging as well as Microsoft corporate brand
Continuity of red around the mouse to provide strong tie to rest of Microsoft hardwareproduct lineup
Black with red precision "laser" graphics to communicate sophisticated technology
Key Design Challenges and Accomplishments:
Shipping/transportation of a form factor that is basically a cube; potential for getting fewer on a pallet or in a container. Yet, the creative product orientation within the shipping carton resulted in even more product on a pallet and in a container; comparable to more traditional, less unique packaging
Getting across the message that the new line offers the latest and greatest in technology
Creating a sophisticated package that ultimately offers interesting positioning on shelf and is noticeable and striking in the mouse aisle, thus creating opportunities for exciting and creative displays in retail
Final Result
The angular form factor and selective holographic print treatments for Microsoft's first line of laser mouse products create a high-end "wow" factor that is eye-catching yet sophisticated. The uniqueness of the package adds a sense of flair that engages the consumer to pick up the package, explore the product, and transact the sale.
WRITING
Analyze two of the following designs. Follow the plan below.
What product is it?
What elements of design are used there and in what way?
What goals does this design have?
What category of customers is the product aimed at?
Is the design successful or not?
What would you improve?
a)
b)
c)
d)
e)
f)
WORD LIST
benefits
retail
pleasing.
typography
tool
Сonsumers
involuntary
brand
comprehension
contents
expiry dates
On this account
readability.
perception
reliability
durability).
safety warnings
enhance
maturity
fast-moving consumer goods.
visibility
bountiful
retail price — розничная цена
to the benefit — на благо
to get (a) benefit from - извлечь выгоду из чего-л.
to reflect on an offer - обдумывать предложение
to redouble one's efforts — удвоить усилия
to have a concern in smth - быть заинтересованным в чем-л.
the content of the matter — суть дела
clear perception — ясное понимание
consumer appeal - потребительская привлекательность (товара)
durability of equipment - срок службы оборудования
substantial
subtle, Increasingly
to thaw
luscious
standpoint
to spin to revolve
to rotate
appealing
Unit 6.