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1.Design development

Vocabulary

1. approximate - наближений, приблизний;

2. painting - живопис: а) вид образотворчого мистецтва; б) (твір) розпис; зображення, картина; в) заняття живописом; малювання;

3. construct - будувати, споруджувати, конструювати;

4. planning - планування; розробка плану;

5. handicraft - 1) ремесло; ручна робота; 2) мистецтво ремісника; 3) виріб ручної роботи;

6. production - виробництво; продукція; виріб;

7. manufacturing - виробництво; виготовлення; обробка;

8. representative - представник; делегат; уповноважений;

9. electric staff - тут електродеталі та обладнання;

10. to widespread - широко розповсюджуватись;

11. promotion - розвиток; просунення; сприяння;

12. ceramics - 1) кераміка, гончарне мистецтво; 2) керамічне виробництво, гончарне виробництво;

13. furniture - 1) меблі; 2) аксесуари, фурнітура;

14. textile - 1) текстильний, ткацький; 2) текстиль, текстильний виріб; тканина;

15. Werklehre - (нім.) виробниче навчання;

16. Kunstlehre - (нім.) навчання мистецтву;

17. tool - (робочий) інструмент; механізм; спосіб;

18. metal-work technologies and treating - технології металообробки;

19. molding - формування виробу;

20. colour mixing perception - кольоросприйняття при змішування фарб;

21. trend - загальний напрямок, тенденція;

22. vital - 1) життєвий; 2) (життєво) важливий; необхідний;

23. application - використання, вживання; застосовність;

24. to brighten up - проясняти(ся);

25. to penetrate - проникати всередину, проходити крізь, пронизувати;

26. peculiarity - специфічність; особливість, своєрідність, специфіка.

Read the following international words and guess their meanings:

Table 1. Match the verb with its definition:

Choose the Ukrainian equivalent:



1.1 The history of design development

The term “DESIGN” appeared in our country not long ago. The direct translation of this term from English firstly gave us an approximate meaning of “painting”; but now we can use it also in the meaning of constructing or planning.

In 1907 there was founded an industrial union in Germany, which united industrialists, architects, artists and merchants. Its creation was demanded by economic and esthetic causes in order to win the international market. The founder, an architect German Mutezius, was there as a president of the union “Werkbund” till 1914.

As a goal the union wanted to reorganize the handicraft production into the industrial one and to create some common or ideal samples for manufacturing; they “led a struggle” with extra decoration of goods. Their program was devoted to using and selecting the best ideas and opportunities in art, trade, manufacturing in order to unite the largest industrial representatives. The most important event of that period was the invitation of Peter Berence as an art director to a great Electric Company that produced different electric staff: lamps, motors, tools. As the owner wanted the production to widespread all over the world market, so he was interested in creating a new image of his firm (that was an innovation in promotion of goods of that period).

In 1919 in a little German town Weiniar, there was founded a “Bauhous”- the first institution to train artists for the work in industry. The head of the establishment was Germanic architect Walter Gropius, a former Peter Berence's student. During a very short period “Bauhaus” managed to become a large design-training center.

The first year student had a specialized course to study ceramics, furniture, textile. The study included technical subjects - Werklehre and artistic course -Kunstlehre, also some knowledge in handicraft was necessary for a future designer. The Bauhaus goods differed in design and graphics. Technical training consisted of studying of tools, metal-work technologies and treating, etc. The students were taught all the peculiarities of molding and colour mixing perception. It was known as modern laboratory of industrial goods constructing. Having moved in Dessau the college was given a building containing study-rooms, workshops and a hostel. During the last years of studying the theoretical basis was increased in the study program. But after its Head had left for Russia in 1930 the college was closed.

Reread Text I, answer the following questions:

a. How do we understand the meaning of the word “design”?

b. What were the reasons of the industrial union foundation?

c. What was the goal of the industrial union?

d. When and where was the first institution training artists founded?

e. What did the students study in “Bauhaus”?

Match these words and expressions with their meanings and try to memorize them:

1.2 Design development in Ukraine

What was the main goal of the special commission?

The first information about design appeared in 1918, when Soviet government put a task of industrial innovation according to new trends in art. So a special commission containing the heads and chief engineers from plants vital for the economy of the country was organized. The main goal of the commission was working out modern artistic ideas in building and industry and their immediate application in the production process. They wanted any everyday life thing people buy looked pleasant and attractive by appearance. They tried to brighten up even the rest to make it more comfortable and convenient.

What was the principle of design development after 1920?

By a special order of Sovnarcom in 25.12.1920 there were founded several Higher Artistic Technical workshops (VHUTEMAS). Each of them had to be an institution training arts connected with industry. Many architects believed they should destroy the previous understanding of culture and only on its ruins they could build a new culture of society. At the end of the 30s design started penetrating the field of ordinary goods: some qualified artists were invited to participate in designing the first Soviet telephone, a radio-set and furniture; later the spreading of design touched shipbuilding and automobile-production.

What events play important role in popularization of Ukrainian design?

Now in our country with a great number of traditions there are lots of masters and schools dealing with design; specialists say that sometimes it is easy to recognize not only the nationality or even a master himself by certain peculiarities of a master's product. Also important role in popularization of Ukrainian design play specialized fairs and exhibitions. Design has different aims according to the sphere of industry it is applied in (for example, plates, cups, soup-sets are projected by specialists in ceramics).

1.3 Planning

Planning is a systematic, organized method of approaching a problem. In the context of this text, planning means following the design process.

Design has three major components: creative, technical and aesthetic. The creative component is the expression of a person's ideas and is unique to the individual. The technical part is the application of technology to the resolution of the design idea. The aesthetic quality of a design relates to how pleasing it is to look at. Good design expresses a person's creativity with a balance of technical quality, as represented by the functionality of the product, and of aesthetic quality.

Functionality is a measure of how well the product meets the needs as expressed in the design problem. Aesthetic quality is determined by the mix of form, space, color, line, texture, and light and shadow.

Aesthetic design follows basic principles: Unity, or a feeling of wholeness; variety, or contrast in texture, line, shade; emphasis, used to point out particular details; balance, or the appearance of equal weight for various components; repetition, or the use of a detail or element throughout; and rhythm, or the repetition of lines and curves to give a feeling of movement. These are used in various combinations to give a particular feeling to a design.

Two additional devices used to promote a particular design concept are the materials used for the product and the type and style of surface decoration.

1.4 Evolution of the design process and technologies

Among the earliest recorded references to design comes from Egypt. The earliest designers were architects from about 3000 BC. They were designers, not builders, and they mediated between patrons and builders.

They were allied with priests and higher education. Design was bound by precedent, and changed little over time, with knowledge passed down through families for as much as 25 generations. Design technologies included reed pens, rulers, squares, and triangles. Materials included leather, wood panels, limestone, and stuccoed tablets.

In ancient Greek, designers were still architects, but they doubled as builders and engineers. There was education at private school and apprenticeship. The technology was not significantly different than Egyptian.

Design (and architects) became increasingly important in Roman times. Education was longer in the liberal arts, and then with an established master. Design technologies included drafting and complex scale model construction.

During the early middle ages, the role of the designer or architect continued to be important, but the status of the job fell. Drawings were finely detailed using drafting instruments. Buildings and design tended to be elegant.

The tools and technologies of design remained fairly constant until the last twenty-five years. They improved in quality and quantity, but remained as mechanical drawing instruments, modelling and prototyping tools.

Illustration technologies such as airbrushing were developed, but the advent of the computer gave rise to automated design tools. These include mechanical drafting replacements such as CAD, illustration tools such as 3-D illustration programs with full color shading complete with shadows and reflections, and computational tools to generate material lists and cost analysis.

Designers in this century include architects, graphic designers, interior designers, industrial designers, packaging designers, automotive designers.

There have been a number of design movements which had considerable impact on design in this century. The Bahaus was a design school founded in Germany in the 1930's. A number of classic furniture designs were created by graduates from the Bahaus. The influence of these pieces is evident in much modern or contemporary furniture. American designers like Eames and Frank Lloyd Wright also had a great deal of influence on modern design.

The most overlooked, and perhaps the most influential, modern designers probably work in the fashion industry. They design everything from clothes to perfume, to the latest “look”.

Application of Design Technologies

Design is considered to be a process required for all technological development. It is, by definition, the process of creating a technological solution to a problem. Design technologies can be, and are, applied to almost everything we do. Most of the time we do it very informally, such as when we sketch a room plan and draw the furniture on it.



2.Introduction into speciality

Read the following international words and guess their meanings:

Choose the correct translation of the following English words:

Table 2. Look at some basic design terms and try to guess their meanings by matching them with their definition:

1. layout	a) the representation of a digital image as a matrix of picture elements (pixels)
2. bitmapped graphics	b) a perspective drawing showing a designer's idea of a finished product
3. illustration package	c) the art or process of arranging type, illustrations, etc. in an advertisement, newspaper, etc.
4. computer-aided design	d) set of painting and drawing programs
5. geographic information systems	e) software used in art and architecture and engineering and manufacturing to assist in precision drawing
6. rendering	f) computer-based technologies for the storage, manipulation, and analysis of geographically referenced information.
7. desktop publishing	g) a system or process for designing, editing, and producing camera-ready documents, as newsletters, brochures, or magazines, using a microcomputer, special software, and a printer
8. clip-art	h) a large collection of simple drawings stored in a computer from which items can be selected for incorporation into documents
9. wireframe	i) an image-rendering technique in which only edges and vertices are shown

Discuss the following question: Which adjectives from the list below can describe the design process? Give your reasons.

2.1 The design process

Design is not just the object you take off the shelf for checking and discussing - it is about and error and a series of decisions that starts before you even know your objective.

The design process is not a mysterious activity designers carry out behind a cloak of secrecy, magically emerging with a sparkling new market-beating product or service. It starts when decisions about why, how and even whether to go ahead with a project are being taken.

Although designers provide a particular blend of skills and creativity, the design process works best when it is a collaboration between the design team and the people it works with and for, either in-house colleagues or clients.

Design work begins with a brief setting out the aims and objectives of a project and outlining certain targets and parameters for its completion. But, ideally, the design team needs to be involved before the brief is even written for two reasons - first, its members will understand the brief better if they have had a hand in composing it and, secondly, the customer-focused, creative skills that designers possess can help decide the direction the project should take.

An organisation and its designers need to ask certain questions right at the start - why is design work needed? Is it to respond to changing markets or to customer trends? Maybe new competition has appeared on the market or the company just wants to increase its market share. Perhaps the organisation wants to make its service more efficient, or perhaps it faces a decision between improving an existing product or service or launching something completely new. By understanding both the organization's strategic objectives and customer needs, designers can define the problem before working towards a solution. The reason for the design will inform how the designers go about conducting research.

Research needs to be carried out both before and during the design process, especially if the project will take some years to complete. Market research includes trends analysis, scrutiny of competitors' products and wider research such as the state of the economy, upcoming legislation and relevant social changes such as birth rates and patterns of prosperity.

Design research centres on the user. It makes use of information about customers supplied by the organisation but also takes a more hands-on approach in the form of user testing and prototyping. Observing customer behaviour not only makes it easier for designers to create something that fulfils a need, it can also provide creative inspiration. Along with visualization, it also helps to represent the designers' ideas to the organisation at a large scale.

To plan a project effectively, companies and organizations need to take into account all the internal resources, people and information the project will require, from materials to customer-service support. The design team will need to be aware of these too. There is no point in a design requiring a certain manufacturing techniques or tooling, for instance, if these are not available.

The relationship between the designer and the organisation or department that has commissioned the design work is crucial. The best relationships are a two-way street, where each party is receptive to the concerns of the other. Communication needs to be maintained throughout the design process. The need for communication was summed up by designer Wayne Hemingway during the Design Council's Design in Business Week 2002: “There is no point sitting designers in a room and letting them design. They have to work with you and be a part of the business”.

The final stage is implementation - by manufacturers, engineers, IT (Information Technologies) experts or service providers - but that does not mean the designers exit the scene. It is important to allow for redesign and the designers also have a vital role to play in representing their ideas to all those involved in executing them.

Find in Text I words or phrases which mean the same as

Look at the way the following terms are used in Text I and try to explain them according to the model:

Implementation is a final stage of design process when an idea becomes a product.

Collaboration is a design work together with in-house colleagues and a client organisation.

Brief, creative, skills, competition, design, team, customer-focused approach.

Answer the following questions:

1. When does the design process start?

2. When does the design process work best?

3. What questions must be asked right at the start of the design process?

4. What kind of research is it necessary to conduct?

5. What do companies and organizations need to take into account to plan a project effectively?

6. What is the final stage of the design process?

Fill in the gaps with the words from the box

2.2 Creativity

A design doesn't have to be 1…, different or 2… to be 3… in the marketplace, as long as it's fulfilling a need, but design methods do lead to 4… products and services.

Designers learn that ideas that may seem 5… are worth exploring and that the “common-sense” solution is not always the 6… one. Designers often hit on (находят правильный путь с помощью) intuitive concepts through methods such as drawing, 7…, brainstorming and user 8… . Watching users in real-life situations especially gives insights into their behaviour that leads to ideas that would not have formed if the designer simply had thought about the situation, or relied on generalized market research.

design speech computer

2.3 Graphics and design

Types of graphics software

Computer graphics are pictures created, changed or processed by computers. There are two categories.

Bitmapped graphics represent images as bitmaps; they are stored as pixels and can become a bit distorted when they are manipulated. The density of dots, known as the resolution and expressed in dots per inch, determines how sharp the image is.

Vector graphics represent images as mathematical formulae, so they can be changed or scaled without losing quality. They are ideal for high-resolution output.

There are different types of graphics software.

Image manipulation programs let you edit your favourite images. For example, you can scan a picture into your PC or transfer a photo from your camera and then add different effects, or filters.

Painting and drawing programs, also called illustration packages, offer facilities for freehand drawing, with a wide choice of pens and brushes, colours and patterns. One example is Windows Paint.

¦ Business graphics programs, also called presentation software, let you create pie charts, bar charts and line graphs of all kinds for slide shows and reports. You can import data from a database or spreadsheet to generate the graphs.

Computer-aided design (CAD) is used by engineers and architects to design everything from cars and planes to buildings and furniture. First they make a wireframe, a drawing with edges and contour lines. Then if they want to colour the objects and add texture, they create a surface for the object; this is called “filling the surface”. Finally, the design is rendered to make the object look realistic. Rendering is a process that adds realism to graphics by using shading, light sources and reflections.

Desktop publishing (DTP) is based around a page layout program, which lets you import text from a word processor, clip-art (ready-made pictures) from graphics packages, and images from scanners or cameras, and arrange them all on a page. It is used to design and publish books, newspapers, posters, advertisements, etc.

Digital art, or computer art, is done with applets that use mathematical formulae to create beautiful bright shapes called fractals. A fractal is a geometrical figure with special properties, e.g. the Koch snowflake or the Mandelbrot set. Fractals can also be used to model real objects like clouds, coastlines or landscapes.

Computer animation uses graphics programs (e.g. digital cartooning systems) to create or edit moving pictures. Each image in a sequence of images is called a “frame”.

Geographic information systems (GIS) allow cartographers to create detailed maps.

Reread Text II and decide which type of graphics software is best for these users.

1) a person who wants to edit photos at home;

2) an economist who wants to present statistics in a form that can be easily understood;

3) engineers who need to design the interior and exterior of a new aeroplane;

4) a company which needs to design and publish a magazine;

5) an artist who wants to produce illustrations and freehand drawings for a book;

6) an organization that needs to make maps and 3D virtual models of the surface of the Earth;

7) computer animators who make movies like Toy Story and Shrek;

8) a mathematician who wants to make fractal shapes of natural phenomena.

Complete the sentences with words from the box.

Painting programs work by giving a colour to each pixel in an image, creating a … Unlike vector graphics, the image is a single layer, so once something is painted, it becomes part of the whole picture.

In painting programs and image editors, … are special effects that can be applied to a picture, including drop shadows, textures, distortions, etc.

The … model is the simplest interpretation of a true three-dimensional object. Here the object is represented by its edges and contours and is therefore similar in form to a normal engineering drawing or sketch.

… adds textures to each surface, and generates realistic reflections, shadows and highlights.

Most illustration packages come with a bundle of resources that include ready-made … images and a selection of fonts.

… are geometrical patterns that are repeated at a small scale to generate irregular shapes, some of which are similar to objects in nature.

Look at the Windows Paint toolbox and find the tools that match these definitions.

This is like a magnifying glass which changes your view of a drawing.

This brush lets you paint in different shapes and patterns.

This is used to draw curves in different thicknesses.

This rubs out the part of the picture you drag it over.

This tool lets you pick a colour from an area of an image, instead of choosing the colour from the colour palette.

This tool is used to fill a shape with a colour of your choice.

This makes straight lines.

This basic tool is used to draw freehand, i.e. to draw free-form shapes.

This group of tools is used for drawing shapes: rectangles, ellipses and polygons.

This produces individual pixels of colour in a spray pattern.

These tools let you make rectangular or freehand selections around the things you want to select. This is used to type text.

2.4 Writing and Speaking

Write about two possible applications of using computer graphics in business.

You probably have a paint program at home; describe what you do with it.

How much do you know about training design engineers? Work in pairs and discuss the following questions. Choose the best answer.

1. What are design engineers in charge of?

a) managing and controlling different kinds of business.

b) designing and styling new products and developing new brands and logos.

c) researching and analyzing new trends in the international market.

2. When did design start developing in Russia?

a) since 1950s.

b) since 1990s.

c) since 1930s.

3. What is the function of design in economics?

a) to increase the profit of the enterprise.

b) to distinguish smb's product from that of smb's competitors and thus promote smb's product.

c) to draw clients to buy different products.

4. What special skills do designers acquire?

a) IT skills, presentation and communication skills.

b) driving skills.

c) teaching skills.

2.5 Training design engineers

The aims and kinds of Design.

I think that design is one of the most interesting creative careers. Design can be defined as creative activity that is carried out according to the laws of beauty and functionality. All modern-day enterprises and businesses need design engineers. Design engineers are in charge of designing and styling new products as well as developing new brands and logos. Today such properties of merchandise as aesthetics, convenience and functionality (=user-friendliness) are coming to the fore.

To begin with design is a very broad field, it includes a lot of different kinds of design, such as graphic design, industrial design, advertising design, packaging design, textile design, media design, as well as landscape design and architectural design, interior design and others.

By the way design is a relatively new branch. In Russia design started developing only since 1930s. In Omsk the designers' union was formed only in 1990. Fortunately, today the Russian design has caught up with its overseas counterparts.

It is known that design has a lot of important economic aspects, especially in countries with saturated markets. Here the function of design is to distinguish your product from that of your competitors and thus promote your product. That is to say, design enhances the selling properties of consumer goods. For example, design is extremely important in the car-making industry. In choosing a car buyers naturally pay great attention to the car's styling. In buying perfumes buyers pay attention to the design of vials and so on. I think that in future the emotional aspect of design will play an increasingly important role. Our future work as design engineers will include producing innovative interiors, new textile designs, graphic design, design for electronic media and other kinds of design.

II. Academic activities.

Lutsk National Technical University is the only of higher schools in Lutsk that trains design engineers. Future designers must have knowledge and understanding of technological, manufacturing and creative aspects of the design process. An important aim of training would-be designers is the development of students' individual abilities and skills, developing their creativity. Professionalism is encouraged by the teaching staff who along with academic activity are actively involved in their own practice. Some lectures and seminars are given by visiting lecturers who are practitioners, people from industry or world of art and design.

Tuition is carried out through lectures, seminars and practices. Students are given the history and theory of art and design, they learn about the current trends in design. Students also study the theory and practice of colour. Students are given training in the methods of computer-aided design (CAD) that play an important part in supporting design activity. In addition to lectures and seminars students carry out their semester and course projects.

Students also have studio practice; they acquire knowledge and skills in drawing, painting and printmaking. The department organizes study-visits to exhibitions and fairs where students study the history, the state-of-the-art in design as well as the new trends. Business studies are also important for future design engineers. Third-year students undertake courses in economics, management and advertising. Psychology and foreign languages are also among important subjects. In addition, students undertake work placements through which they gain valuable work experience in design. At the final year students work out their graduation projects.

In the course of studies students acquire many special skills, such as IT skills, presentation and communication skills.

III. Career prospects.

Employment prospects for Designing graduates are very good and varied. Graduates from our faculty are well prepared to enter numerous creative industries. The study develops in students important personal qualities, such as creativity, communication skills, adaptability, resource fullness. All these qualities are highly valued by employers. The graduates from the Design department may work as employees of designing consultancies, in publishing, printing, advertising and as freelance designers. Besides, the skills learnt within the Design course open the door to many other careers.

Decide whether these statements are true or false:

1. Design can be defined as creative activity that is carried out according to the laws of beauty and functionality.

2. Today such properties of merchandise as aesthetics, convenience and functionality (=user-friendliness) have been forgotten.

3. Design is an old branch of industry.

4. Design has a lot of important industrial aspects, especially in countries with saturated markets.

5. Future designers must have knowledge and understanding of technological, manufacturing and creative aspects of the design process.

6. Students are given the history and theory of the English language, they learn about the current trends in the language.

7. In the course of studies students acquire many special skills, such as singing, playing musical instruments, dancing.

8. The graduates from the Design department may work as employees of designing consultancies, in publishing, printing, advertising and as freelance designers.

2.6 Graphic designers

Among the five design occupations, graphic designers are expected to have the most new jobs through 2014; however, job seekers are expected to face keen competition for available positions.

Graphic designers with Web site design and animation experience will have the best opportunities.

A bachelor's degree is required for most entry-level positions; however, an associate degree may be sufficient for technical positions.

About 3 out of 10 designers are self-employed; many do freelance work in addition to holding a salaried job in design or in another occupation.

Graphic designers - or graphic artists - plan, analyze, and create visual solutions to communications problems. They decide the most effective way of getting a message across in print, electronic, and film media using a variety of methods such as color, type, illustration, photography, animation, and various print and layout techniques. Graphic designers develop the overall layout and production design of magazines, newspapers, journals, corporate reports, and other publications. They also produce promotional displays, packaging, and marketing brochures for products and services, design distinctive logos for products and businesses, and develop signs and signage systems - called environmental graphics - for business and government. An increasing number of graphic designers also are developing material for Internet Web pages, interactive media, and multimedia projects. Graphic designers also may produce the credits that appear before and after television programs and movies.

The first step in developing a new graphic design is to determine the needs of the client, the message the design should portray, and its appeal to customers or users. Graphic designers consider cognitive, cultural, physical, and social factors in planning and executing designs for the target audience. Designers gather relevant information by meeting with clients, creative or art directors, and by performing their own research. Identifying the needs of consumers is becoming increasingly important for graphic designers as the scope of their work continues to focus on creating corporate communication strategies in addition to technical design and layout work.

Graphic designers prepare sketches or layouts - by hand or with the aid of a computer - to illustrate the vision for the design. They select colors, sound, artwork, photography, animation, style of type, and other visual elements for the design. Designers also select the size and arrangement of the different elements on the page or screen. They also may create graphs and charts from data for use in publications, and often consult with copywriters on any text that may accompany the visual part of the design. Designers then present the completed design to their clients or art or creative director for approval. In printing and publishing firms, graphic designers also may assist the printers by selecting the type of paper and ink for the publication and reviewing the mock-up design for errors before final publication.

Graphic designers use a variety of graphics and computer software to assist in their designs. Designers creating Web pages or other interactive media designs also will use computer animation and programming packages. Computer software programs allow ease and flexibility in exploring a greater number of design alternatives, thus reducing design costs and cutting the time it takes to deliver a product to market.

Graphic designers sometimes supervise assistants who carry out their creations. Designers who run their own businesses also may devote a considerable amount of time to developing new business contacts, examining equipment and space needs, and performing administrative tasks, such as reviewing catalogues and ordering samples. The need for up-to-date computer and communications equipment is an ongoing consideration for graphic designers.

Graphic designers create books, websites, magazines, film titles, catalogs, typefaces, signage systems, television graphics, posters and postcards. From complex identity programs to single logos, graphic designers give a face and a “visual voice” to retail and cultural enterprises, to entertainment, manufacturing and service industries, governmental and political interests.

Simply put, graphic designers give meaningful visual form to content in all media: from print to screen; business cards to billboards; computer interfaces to movies screens. But the most critical skill graphic designers offer is their unique ability to communicate specific messages through the artful manipulation of typography and images, systems and structures. Their work promotes, educates, directs, informs, exposes, clarifies, beautifies and delights.

Working Conditions

Working conditions and places of employment vary. Graphic designers employed by large advertising, publishing, or design firms generally work regular hours in well-lighted and comfortable settings. Designers in smaller design consulting firms, or those who freelance, generally work on a contract, or job, basis. They frequently adjust their workday to suit their clients' schedules and deadlines. Consultants and self-employed designers tend to work longer hours and in smaller, more congested, environments.

Designers may transact business in their own offices or studios or in clients' offices. Designers who are paid by the assignment are under pressure to please clients and to find new ones in order to maintain a steady income. All designers sometimes face frustration when their designs are rejected or when their work is not as creative as they wish. Graphic designers may work evenings or weekends to meet production schedules, especially in the printing and publishing industries where deadlines are shorter and more frequent.

Reread Text IV. In pairs, discuss the statements below. Say what you think about them and ask your partner if he/she agrees or disagrees with you. (Use the proper phrases given in the Appendix.)

1. Graphic designers with Web site design and animation experience will have the best opportunities in seeking the job.

2. Graphic designers consider cognitive, cultural, physical, and social factors in planning and executing designs for the target audience.

3. Computer software programs allow ease and flexibility in exploring a greater number of design alternatives, thus reducing design costs and cutting the time it takes to deliver a product to market.

4. The most critical skill graphic designers offer is their unique ability to communicate specific messages through the artful manipulation of typography and images, systems and structures.



3.Graphic design basics

Vocabulary

1. cover - палітурка, обкладинка;

2. jacket - обкладинка, суперобкладинка;

3. commute - проїзд на роботу і назад;

4. billboard - рекламний щит;

5. media - засоби масової інформації; засоби реклами;

6. vs. versus - у порівнянні з; проти;

7. HTML Hyper-Text Markup Language - гіпертекстова мова опису документів; мова гіпертекстового маркування;

8. CSS Cascading Style Sheets - каскадні таблиці стилів;

9. banner advertising - банерна реклама;

10. evolve - розвивати; розгортати; розвиватися; еволюціонувати; перетворюватися; розвинутися; розгортатися (про теорію і т.п.); розгорнути; розвинути; зазнавати змін;

11. piece - окремий предмет; зразок; приклад; сюжет; газетна стаття;

12. face - зіштовхуватись (з необхідністю); стикнутися (to face a task - стояти перед необхідністю вирішувати задачу (виконати вимогу));

13. a marketing message - маркетингове звернення;

14. dive - занурюватися;

15. texture - текстура; структура;

16. shape - модель; зразок; шаблон;

17. tease - дражнити;

18. snippet - місце; фрагмент; уривок;

19. entice - захоплювати; заманювати; переманювати; спокусити;

20. bleed and safety areas - обрізні в край і безпечні зони;

21. challenge - n. виклик; складне завдання; проблема; складна проблема; перспектива; завдання, що вимагає великої напруги сил;

22. tricky - хитрий; спритний; майстерний; складний; важкий;

23. RGB “Red, Green, Blue” - («червоний, зелений, синій»). Колірна модель, всі кольори якої утворюються шляхом змішування трьох базових. Застосовується як стандарт відображення кольорів на кольорових моніторах;

24. CMYK Cyan Magenta Yellow blacK - субтрактивна колірна модель відбитого світла, в якій кольори утворюються шляхом комбінування бірюзового, пурпурного, жовтого і чорного кольорів;

25. HSV Hue-Saturation-Value - колір - насиченість - значення (метод кольоропередавання);

26. “process” colors - складовий колір; тріадний; триадні фарби; тріадна палітра; палітра основних кольорів; CMYK-фарба;

27. “spot” colors - стандартний простий колір. (Метод визначення кольорів, при якому для документа задається окремий колір чорнила принтера: колір, що друкується окремою друкарською фарбою. На відміну від складових кольорів, які утворюються шляхом накладення базових кольорів CMYK.);

28. palette - палітра; кольорова гама;

29. visual - n. людина з переважним розвитком зорової пам'яті; рекламний ролик; агітаційний ролик (перед виборами); кінофільм; відеозапис; зоровий ряд (фільму);

30. as-is - як є;

31. copywriting - написання тексту; робота текстовика; складання текстів; копірайтинг;

32. a household name - широко відома марка; відомий бренд; впізнаваний усіма бренд;

33. letterhead - друкований заголовок (на аркуші поштового паперу); витиснута назва (на палітурній кришці); шапка (на фірмовому бланку);

34. typeface - гарнітура шрифту; характер накреслення шрифту;

35. focus on - приділити велику увагу; зосередити увагу на;

36. hand off - передавати;

37. mockup - макет; модель;

38. margin - поле, поля (книжкової, газетної сторінки т. п.);

39. feasible - можливий; ймовірний; правдоподібний; виправданий; обгрунтований; реалістичний;

40. compelling - нездоланний;

41. freelancer - нештатний співробітник;

42. scrap - клаптик, обривок;

43. jot down - зробити короткий, швидкий запис; записати;

44. stick in - всунути;

45. convince - переконувати;

46. legitimate - законный; правильний; справжній;

47. overwhelm - подолати;

48. template - маска; зразок; трафарет; еталон (у системах розпізнавання); еталонне зображення; шаблон (використовується при описі ресурсів типу «панель діалогу»);

49. die-cut - висікати штампом (заготовки із картона);

50. deadline - граничний кінцевий термін; термін виконання; термін здачі;

51. handle - зробити руками; перебирати; перекладати; перебрати; перекласти; керувати; регулювати; мати справу; займатися (проблемою);

52. elaborate - adj. детально разроблений; продуманий; підготовлений;

53. scratch - n. ескіз.

Table 3. Read the following international words and guess their meanings



Choose the correct translation of the following English words:

Table 4 Look at some basic design terms and try to guess their meanings by matching them with their definition.

1. cover	a) the at the top of a sheet of letter paper, consisting of a name and an address
2. billboard	b) a pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style
3. texture	c) a set of one or more fonts, in one or more sizes, designed with stylistic unity
4. palette	d) a scale model of a structure or device, usually used for teaching, demonstration, testing a design
5. copywriting	e) the process of writing the words that promote a person, business, opinion, or idea
6. mockup	f) the available range of colours or patterns that can be displayed by a computer on a visual display unit
7. typeface	g) the general structure and disposition of the constituent parts of something
8. template	h) a panel for the display of advertisements in public places, such as alongside highways or on the sides of buildings
9. letterhead	i) a binding or enclosure for a book or magazine

3.1 What is graphic design?

Suppose you want to announce or sell something, amuse or persuade someone, explain a complicated system or demonstrate a process. In other words, you have a message you want to communicate. How do you “send” it? You could tell people one by one or broadcast by radio or loudspeaker. That's verbal communication. But if you use any visual medium at all -- if you make a poster; type a letter; create a business logo, a magazine ad, or an album cover; even make a computer printout -- you are using a form of visual communication called graphic design.

Graphic designers work with drawn, painted, photographed, or computer-generated images (pictures), but they also design the letterforms that make up various typefaces found in movie credits and TV ads; in books, magazines, and menus; and even on computer screens. Designers create, choose, and organize these elements -- typography, images, and the so-called “white space” around them -- to communicate a message. Graphic design is a part of your daily life. From humble things like gum wrappers to huge things like billboards to the T-shirt you're wearing, graphic design informs, persuades, organizes, stimulates, locates, identifies, attracts attention and provides pleasure.

Graphic design is a creative process that combines art and technology to communicate ideas. The designer works with a variety of communication tools in order to convey a message from a client to a particular audience. The main tools are image and typography.

Image-based design

Designers develop images to represent the ideas their clients want to communicate. Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions. People respond to images instinctively based on their personalities, associations, and previous experience. For example, you know that a chili pepper is hot, and this knowledge in combination with the image creates a visual pun.

In the case of image-based design, the images must carry the entire message; there are few if any words to help. These images may be photographic, painted, drawn, or graphically rendered in many different ways. Image-based design is employed when the designer determines that, in a particular case, a picture is indeed worth a thousand words.



Type-based design

In some cases, designers rely on words to convey a message, but they use words differently from the ways writers do. To designers, what the words look like is as important as their meaning. The visual forms, whether typography (communication designed by means of the printed word) or handmade lettering, perform many communication functions. They can arrest your attention on a poster, identify the product name on a package or a truck, and present running text as the typography in a book does. Designers are experts at presenting information in a visual form in print or on film, packaging, or signs.

When you look at an “ordinary” printed page of running text, what is involved in designing such a seemingly simple page? Think about what you would do if you were asked to redesign the page. Would you change the typeface or type size? Would you divide the text into two narrower columns? What about the margins and the spacing between the paragraphs and lines? Would you indent the paragraphs or begin them with decorative lettering? What other kinds of treatment might you give the page number? Would you change the boldface terms, perhaps using italic or underlining? What other changes might you consider, and how would they affect the way the reader reacts to the content? Designers evaluate the message and the audience for type-based design in order to make these kinds of decisions.

Image and type

Designers often combine images and typography to communicate a client's message to an audience. They explore the creative possibilities presented by words (typography) and images (photography, illustration, and fine art). It is up to the designer not only to find or create appropriate letterforms and images but also to establish the best balance between them.

Designers are the link between the client and the audience. On the one hand, a client is often too close to the message to understand various ways in which it can be presented. The audience, on the other hand, is often too broad to have any direct impact on how a communication is presented. What's more, it is usually difficult to make the audience a part of the creative process. Unlike client and audience, graphic designers learn how to construct a message and how to present it successfully. They work with the client to understand the content and the purpose of the message. They often collaborate with market researchers and other specialists to understand the nature of the audience. Once a design concept is chosen, the designers work with illustrators and photographers as well as with typesetters and printers or other production specialists to create the final design product.

Symbols, logos and logotypes

Symbols and logos are special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity. The CBS “eye” and the active “television” are symbolic forms, which we learn to recognize as representing a particular concept or company. Logotypes are corporate identifications based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbol and logotype. In order to create these identifiers, the designer must have a clear vision of the corporation or idea to be represented and of the audience to which the message is directed.

Find in Text I words or phrases which mean the same as

Look at the way the following terms are used in Text I and try to explain them according to the model:

Model

Сover is a binding or enclosure for a book or magazine.

Template is a pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style.

“process” colors, “spot” colors, copywriting, margin, typeface, letterhead.

Fill in the gaps with the prepositions from the box.

1. Graphic designers work … drawn, painted, photographed, or computer-generated images (pictures).

2. Graphic design is a part … your daily life.

3. The designer works with a variety of communication tools in order to convey a message … a client to a particular audience.

4. People respond … images instinctively based on their personalities, associations, and previous experience.

5. In some cases, designers rely … words to convey a message, but they use words differently from the ways writers do.

6. Designers are experts … presenting information in a visual form in print or on film, packaging, or signs.

7. They explore the creative possibilities presented … words (typography) and images (photography, illustration, and fine art).

8. On the one hand, a client is often too close … the message to understand various ways in which it can be presented.

9. Some identifiers are hybrid, or combinations … symbol and logotype.

Find the English equivalents in the text:

складна система; показати процес; візуальний засіб; комерційний логотип; рекламне оголошуння в журналі; обкладинка альбому; виведення даних на друкувальний пристрій обчислювальної машини; передати повідомлення; різноманітність засобів комунікації; зроблений вручну напис; текстовий набір в гранках.

Work in pairs. Discuss the difference between Print design and Web Design mentioning the following points: types of media, audience, layout, color, technology, careers. (Use the phrases of expressing opinion in the Appendix).

3.2 Print design vs. Web design

Designing for print media versus designing for the web can be a completely different experience. To understand better these differences, the two can be compared in major topic areas: types of media, audience, layout, color, technology and careers.

Types of Media: before looking at the actual differences in design, it is important to know what type of work you may find yourself doing in each field.

Table 5

Of course the list can go on for both, but the basic difference is that when designing for print you will end up with a finished product that someone can hold in their hand, and when designing for the web you will generally work on an ever-evolving piece viewed on a computer display.

Audience: when beginning a project, it is important to think about the experience of your audience, which differs greatly between print and web design. At the most basic level, the web is interactive and print pieces are usually not.