Basic design issues

In print, you are trying to get your audience to stay on a page long enough to get a marketing message across. You are often faced with a limited area in which to achieve this, such as a one-page magazine ad. In some cases, you are trying to catch their attention and have them dive deeper into your product, as with a book cover or the first page of a brochure. One of the benefits of print design is that you are dealing with a physical product, so physical properties such as texture and shape can help you achieve your design goals. As an example, paper companies will take out magazine ads printed on their own paper, allowing the audience to feel the weight and texture of their product.

On the web, you are generally trying to keep your audience on a specific website for as long as possible. The amount of pages to work with can be unlimited, so you `tease' the audience with snippets of content to entice them into clicking further into your site. Clear navigation (buttons that users click to get to the sections of your site), animation, sound and interactivity all come into play.

Layout: both print and web design require clear and effective layout. In both, the overall goal is the same - using elements of design (shapes, lines, colors, type, etc) to present content to your audience.

The differences start in the available space to create your design:

Table 6

Another major difference is how you actually achieve your layout. As a print designer, you know the final piece will be delivered as-is to the printer, though you must make the final print job appears as intended. As a web designer, you must keep in mind that you will deliver your design to a programmer (if not doing it yourself) who will prepare it for the web.

Color: dealing with color can be very tricky in both print and web design. It is important to understand each of the color models and spaces, such as RGB, CMYK and HSV. Below are some of the choices, issues and concerns when dealing with color in print versus web design.

Table 7

Technology: keeping up with the latest technology is necessary in both print and web design. For both, it is important to work in graphic programs such as Adobe Photoshop, Illustrator, and InDesign. For print designers, knowing the latest advances in the printing process will help you to achieve the best results in your work. For web designers, knowing what your programmer (if not yourself!) can and cannot do will help you to provide the most effective designs.

Careers: a career in graphic design can mean many things. Below are just a few examples of specific jobs in print and web design.

Table 8

Print:	Web:
· Art Director at a magazine. · Ad designer at an ad firm. · Package designer for a cosmetics company. · Designer for a t-shirt company.	· Web designer for a social networking site. · Flash designer for movie websites. · Banner ad designer for a marketing firm.



3.3 Which to Choose?

Ideally, deciding which type of design to pursue will be based on experience. Even if you create your own personal projects, try creating some print pieces (such as your own business card) and websites (create a mockup of your online portfolio). See what you enjoy, and learn more about it! Think about the differences in this article and what you'd like to focus on.

Learning both print and web design will make you even more marketable. In today's job market, listings often ask for a focus on one, but knowledge of both. As a freelancer, being able to offer a client a full marketing package, with print materials and a website to match, will only help to grow a business and build an impressive portfolio.

Choose the correct word or word combination to complete the sentences:

7. As a print designer you may work on…

a) business cards and logos;

b) flash websites;

c) banner advertising.

8. As a web designer you may work on…

a) magazine advertisements;

b) business cards and logos;

c) standard HTML websites and flash websites.

9. In print design physical properties such as … can help you achieve your design goals.

a) clear navigation;

b) texture and shape;

c) animation and sound.

10. In web design such properties as … can help you achieve your design goals.

a) colors and lines;

b) texture and shape;

c) animation and sound.

11. The differences in layout start in the available … to create your design.

a) material;

b) software;

c) space.

12. Dealing with color it is important to understand each of the color model and spaces, such as …

a) HTML and CSS;

b) RGB, CMYK and HSV;

c) CAD, GIS and DTP.

3.4 Logo and website design

Logos: to create a “brand” for a company is to create their image, and to promote that image with campaigns and visuals. Working in branding allows a graphic designer or design firm to get involved with many aspects of the industry, from logo design to advertising to copywriting and slogans. The goal of a brand is to make a company unique and recognizable, and to project a desired image. Over time, a brand can make a company a household name, and identifiable by a simple shape or color. To create a brand for a company, a designer needs to fully understand the goals of the organization, the industry as a whole, and working with design to create the appropriate materials to represent that company.

When working in branding, a designer can expect to work in:

· Logo design.

· Business card design.

· Letterhead design.

· Packaging.

· Copywriting.

· Writing slogans.

· Advertising design.

· Typeface design.

· Research.

· Marketing.

Examples of branding are all around us. The NBC peacock, the UPS brown truck and Nike's “just do it” are some of the most famous examples. They are so recognizable that we don't need to hear a company name to know what they are. Online brands such as MySpace, Facebook and YouTube are more recently developed but now just as recognizable. Logos on your favorite products, the packaging they come in, and the slogans that represent them are all examples of branding.

Website design, while a relatively new industry, is now an essential part of a company's image, brand, and advertising, marketing and public relations campaigns. The side of web design that would be considered graphic design is the creation of the actual look and feel of a website. Many web designers are also involved in web development, creating the functionality behind a working website. Even if someone wants to just focus on the design side, an understanding of the technology behind websites is essential to create designs that are both attractive and functional.

Work for web designers can include:

· Designing websites to hand off to developers.

· Designing web banner ads.

· Creating animated flash websites.

· Creating mockups and site wireframes.

· Understanding web technologies.

· Understanding browser and operating system differences.

· Working closely with web programmers.

For someone working on the design side of website, Photoshop is the most popular software. Often a designer will create one or several layouts in Photoshop and hand them off to a developer, who will create a working site based on them. For those continuing into the development side, products such as Dreamweaver, GoLive, and countless HTML and CSS editing programs can be used.

There are often differences between web designers and programmers, each with their own goals in mind. Web designers are looking to create the most beautiful site possible, while programmers want something fast and functional. Being a great web designer means understanding both sides, and creating websites that look good and that are designed with function in mind (therefore avoiding these differences). While the ability to code by hand may not be necessary, it is important to know what types of layouts are feasible, how they will appear in different browsers, and what typefaces and color combinations work well on screen rather than on paper. These types of questions make web design an interesting and challenging profession.

Give your opinion about creating logos and websites in our country. Discuss your ideas with your partners using the active vocabulary and the phrases of expressing opinion in the Appendix.

3.5 Business cards design

Whether you are a freelancer or you own your own design firm, it is crucial to have business cards for your graphic design business. First we are going to look at the advantages of having a card, and then move on to the decisions that have to be made and the actual design process.

The most obvious reason for having a graphic design business card is to be able to easily provide your contact information to potential clients and employers. You don't want to be left in a situation where you are promoting your business, and then searching for a scrap of paper to jot down your phone number, email address and website. Having your card on you at all times will insure that you are providing people with clear and accurate information. It is important to look professional and legitimate, and a business card is the first step.

A business card serves as a mini portfolio. It is the first example of your design work that you are showing potential clients. The design and message of the card itself can make it stick in people's minds and convince them to contact you for their next big project. The card should reflect your own personal style, so people have a tiny glimpse into your work that makes them want to see more. This is not to say a simple card cannot do the trick, but even a basic design can have the small touches that impress your next client.

Before working on the actual design of the card, decide what you want to include on it. Most commonly, a graphic design business card will include any of the following:

· Company Name.

· Logo.

· Slogan.

· Your Name (if different from company name).

· Title or Description of Work Provided (i.e. Web and Print Design).

· Phone Number.

· Fax Number.

· Email Address.

· Website Portfolio Address.

· Mailing Address.

Having all of these content items on your card would most likely be overwhelming and crowded on the small space of a card. Only include what is essential. Along with these items, consider including a message that will speak to your target audience.

You don't necessarily need to choose a printer before you design the card. However, it may be helpful in that you can see the size, paper and other printing options early on in the design process. Which printer you choose may be based on their costs or options such as papers and sizes. Perhaps one of the easiest options is to go with an online printer. Online printers often offer low-cost options for business card printing. Most will send free samples at your request, so be sure the quality is what you are looking for at your budget. Most will also provide templates for popular graphics software such as Illustrator, making the design process easier.

The standard business card is 2 inches tall by 3.5 inches wide. This is often the best choice, as it will fit in business card holders and match up with other business cards, and will often have the lowest printing cost. Perhaps you have a design in mind that will work best on a square or round card. Most printers do provide a variety of shapes and sizes, as well as custom die-cuts. Just remember that while you may want to make a statement with a fancy shape, a card should be convenient, both for you to carry and for others to take, and hopefully keep. Don't make the mistake of choosing form over function. Choosing the standard size but with rounded or angled corners can be a nice touch and compromise. At this point, you should also decide if the card will be one or two-sided. With the low costs of online printers, it is possible to get a full-color, two-sided card at a good rate.

Before completing your business card project, you will also have to choose a paper. This decision will often be limited by what your printer of choice provides. Common choices are glossy and matte finish at different weights such as 14pt. Again, getting samples from printers can help with this decision.

Treat this design as you would a project for your top client. Now that you've collected your content and determined the document size, move on to some preliminary sketches. Figure out where each element will appear on the card. Do you want one side to be just your logo, with contact information on the back? Do you want a clever marketing message on one side and all company information on the other? Sketch out your ideas to help make these important decisions.

Once you have a concept or two that you like, it's time to create the actual design. Adobe Illustrator is one of the best software tools for business card design, because of how well it handles type and other design elements. Check with your printer to see what file formats they accept, and use their templates whenever possible to insure the process goes smoothly. Be sure your document layout is properly prepared for printing. Once the design is complete, the files must be delivered to your printer. While there may be an extra cost, it may pay to get a proof of your design, which allows you to see the layout and quality before going ahead with the full print job.

Try to design the business card of your own. Make use if business card design principles and discuss your card with a partner.

Ш The business card should look professional.

Ш The card should reflect your personal style.

Ш Include only essential information.

Ш Choose the proper size, shape, paper and color.

Write a short essay about spheres of applying graphic design.



4.Elements and tools of graphic design

Vocabulary

1. confuse - змішувати; плутати;

2. root - джерело; корінь; першопричина;

3. will - воля; бажання;

4. content - зміст; суть; сутність; значення; сенс;

5. imply - припускати; мати на увазі; означати;

6. apply (to) - застосовувати; використовувати; вживати;

7. dramatically - вражаюче; разюче; значно; сильно;

8. evoke - пробуджувати (почуття); викликати (спогад, захоплення);

9. alignment - вирівнювання; регулювання;

10. layered - багатошаровий; багаторівневий;

11. mirror - v. відтворювати; відображати;

12. tracking - тут. контроль;

13. inspiration - натхнення, наснага;

14. sketch out - відображати схематично;

15. brainstorm - мозковий штурм;

16. sketchpad - записна книжка, що містить попередні замітки; думки;

17. notepad - блокнот;

18. handy - доступний; близький; той, що під рукою;

19. rounds of approval - потік схвалень;

20. aside from - окрім; за виключенням;

21. collaborate - працювати спільно; співпрацювати;

22. dimension - розміри; величина; об'єм; протяжність;

23. match - v. знаходити відповідність; приводити у відповідність, погоджувати (різні речі);

24. proceed - продовжувати;

25. outline - v. змалювати, намітити в загальних рисах; n. ескіз;

26. harness - використати (у певних цілях і по можливості повністю); пристосовувати

( для чого-небудь);

27. fit in - вміщувати; розміщувати;

28. spark - надихати; запалювати; спонукати;

29. doodle - креслити; машинально розмальовувати;

30. stick - триматися, дотримуватися (to - чого-небудь).

Read the following international words and guess their meanings:

Choose the correct translation of the following English words:



Table 9. Look at some basic design terms and try to guess their meanings by matching them with their definition:

1. root	a) a drawing or manner of drawing consisting only of external lines
2. will	b) the edge or contour of a shape, as in sculpture or architecture, or a mark on a painting, drawing, etc., defining or suggesting this
3. content	c) arrangement in a straight line
4. brainstorm	d) a measurement of the size of something in a particular direction, such as the length, width, height, or diameter
5. sketchpad	e) a book of plain paper containing sketches or for making sketches in
6. dimension	f) a sudden clever plan or idea
7. outline	g) the meaning or significance of a poem, painting, or other work of art, as distinguished from its style or form
8. alignment	h) deliberate intention or wish
9. line	i) a primary source; an origin

Discuss the following question: What elements of graphic design do you know? Give your reasons.

4.1 Elements of graphic design

The elements of graphic design are used, and often combined, to create graphic works. They should not be confused with principles of design, such as balance and white space, but rather components such as color, type and images. Presented here is a list of the most commonly used elements in graphic design.

Shapes: from ancient pictographs to modern logos, shapes are at the root of design. They are used to establish layouts, create patterns, and build countless elements on the page. With graphics software such as Illustrator, creating and manipulating shapes is easier than ever, giving designers the freedom to create them at will.

Lines are used to divide space, direct the eye, and create forms. At the most basic level, straight lines are found in layouts to separate content, such as in magazine, newspaper, and website designs. This can of course go much further, with curved, dotted, and zigzag lines used as the defining elements on a page and as the basis for illustrations and graphics. Often, lines will be implied, meaning other elements of design will follow the path of line, such as type on a curve.

Color is an interesting element of graphic design because it can be applied to any other element, changing it dramatically. It can be used to make an image stand out, to show linked text on a website, and to evoke emotion. Graphic designers should combine their experience with color with an understanding of color theory.

Type, of course, is all around us. In graphic design, the goal is not to just place some text on a page, but rather to understand and use it effectively for communication. Choice of fonts (typefaces), size, alignment, color, and spacing all come into play. Type can be taken further by using it to create shapes and images.

Art, Illustration & Photography: a powerful image can make or break a design. Photographs, illustrations and artwork are used to tell stories, support ideas, and grab the audience's attention, so the selection is important. Graphic designers can create this work on their own, commission an artist or photographer, or purchase it at all price levels on many websites.

Texture can refer to the actual surface of a design or to the visual appearance of a design. In the first case, the audience can actually feel the texture, making it unique from the other elements of design. Selection of paper and materials in package design can affect actual texture. In the second case, texture is implied through the style of design. Rich, layered graphics can create visual texture that mirrors actual texture.

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

Content is the meaning or significance of a poem, painting, or other work of art, as distinguished from its style or form

Outline is a drawing or manner of drawing consisting only of external lines.

Shape, line, texture, color, type.

Fill in the gaps with the prepositions from the box.

1. The elements of graphic design should not be confused … principles of design, such as balance and white space, but rather components such as color, type and images.

2. Shapes are … the root of design.

3. … the most basic level, straight lines are found … layouts to separate content, such as in magazine, newspaper, and website designs.

4. Color is an interesting element of graphic design because it can be applied … any other element, changing it dramatically.

5. Type can be taken further … using it to create shapes and images.

6. Graphic designers can create this work … their own, commission an artist or photographer, or purchase it … all price levels on many websites.

7. Texture can refer … the actual surface of a design or … the visual appearance of a design.

Find the English equivalents in Text I:

Створювати графічні роботи; пробільний символ; давня піктографія; біля витоків дизайну; пунктирна лінія; створювати зразки; змусити зображення виділятися; вражаюче зображення; давати замовлення художнику; дизайн упаковки.

X. Answer the following questions:

13. What for are the elements of graphic design used?

14. What for are shapes used?

15. What is the function of lines?

16. What role does color play in graphic design?

17. What goal does type have in graphic design?

18. What can affect actual texture in design?

4.2 Essential graphic design tool

There are several tools that are essential to graphic design. Below is a list of what is absolutely necessary to work in graphic design, as well as some things that are recommended.

In today's design world, a computer is essential. It will be both your design tool and your business tool. Using graphics software, you will create illustrations, work with type, touch-up photos and complete layouts. The major decision here is what computer to get, and this generally starts with deciding between a Mac and PC.

Graphics and business-related software are also a key to your success. Some products, such as Photoshop and Illustrator, focus on the creative end of design. Other packages, such as project management or time tracking software, will help you stay organized and manage the business end of design.

It's very helpful to build up your own small library of graphic design books. Some should be for inspiration, some for technical help, and others to assist you on the business side of design.

While you're most likely to use a computer to complete a design, you don't have to start with one. Sketching out ideas is a great way to begin a project and brainstorm, and can be much quicker than mocking something up on a computer. It's also important to always keep a small sketchpad or notepad handy, as you can forget a great idea as fast as you thought of it.

While you may not think of them as a “tool”, knowing other designers, illustrators, web developers, photographers and other creatives is extremely important for three reasons:

1. It's not easy to critique yourself. Get opinions on your work and encourage constructive criticism to push your work to a higher level.

2. Having others around to brainstorm with can bring about the best ideas.

3. As you get projects that are more involved, you will need people to collaborate with. Find a group of people you can trust with different skillsets than your own so you can work on projects together.

These essential tools will help you get started, and grow, in a career in graphic design. All you need to do now is to combine them with your creativity!

Read the English words and word combinations in one column and match them with their Ukrainian equivalents in other one:

Decide whether these statements are true or false:

1. Using graphics software, you will create illustrations, work with type, touch-up photos and complete layouts.

2. Some products, such as CAD and GIS, focus on the creative end of design.

3. Some of graphic design books should be for inspiration, some for technical help, and others to assist you on the business side of design.

4. Sketching out ideas is wasting time when you begin a project and brainstorm.

5. It's also important to always keep a small sketchpad or notepad handy, as you can forget a great idea as fast as you thought of it.

6. It's easy to critique yourself.

7. Having others around to brainstorm with cannot bring about the best ideas.

8. All you need to do is to combine the tools with your creativity

Read the text below and complete it using the words from the box.

Adobe Photoshop has long been considered essential 1… for graphic design. It is sold on its own, or as part of Adobe's Creative Suite, which also includes Illustrator, InDesign, Flash, Dreamweaver, Acrobat Pro and several other tools. Photoshop's primary 2… include photo editing, website design, and the creation of elements for any type of project. It is also commonly used to 3… layouts for design, such as posters and business cards, although Illustrator or InDesign are often better for those tasks.

Photoshop is called Photoshop for a reason that it is an excellent 4… for editing photos. If a designer is preparing a digital or scanned photograph for use in a project, whether it is a website, brochure, book design or packaging, the first step is often to bring it into 5…. Using a variety of tools within the software, a designer can:

· Crop photos.

· Resize photos.

· Adjust and correct colors.

· Touch-up photos, such as “erasing” 6… or removing a tear or fold.

· Apply a large selection of 7… such as “watercolor” for special effects and styles.

· Optimize photos for the web by choosing 8… formats and reducing 9… size.

· Save photos in a variety of formats for use in print projects.

· Use their creativity to perform 10… tasks.

4.3 The graphic design process

When starting a new design project, there are steps of the graphic design process to follow that will help you to achieve the best results. Rather than jump right into a graphics software program to try to create a final version, you can save yourself time and energy by first researching the topic, finalizing your content, starting with simple sketches and getting several rounds of approval on designs.

Gather Information

Before you can start a project you of course need to know what your client needs. Gathering information is the first step of the graphic design process. When approached for a new job, set up a meeting to discuss the scope of the work. Be sure to gather as much information as possible:

Aside from the product your client needs (such as a logo or a website), ask questions such as:

· Who is the audience?

· What is the message?

· How many pages is the piece?

· What are the dimensions?

· Is there a specific budget?

· Is there a deadline for completion?

· Can the client provide examples of design they like?

· Is there an existing corporate brand that needs to be matched?

Take detailed notes, which you can use later for the next step of the design process.



Create an Outline

Using the information collected in your meeting you'll be able to develop an outline of the content and goal of the project, which you can present to your client for approval before proceeding. For a website, include all of the major sections and the content for each. Include the dimensions and technical specifications for print or web work as well. Present this outline to your client, and ask for any changes. Once this is finalized, you know you are in agreement on what the piece will include and can proceed to the next step of the graphic design process.

NOTE: It is at this time that you would provide a proposal to your client as well, including the cost and timeframe for the work, but here we are focusing on the design process.

Harness Your Creativity!

Design should be creative! Before moving on to the design itself (don't worry, that's next) take some time to think about creative solutions for the project. You can use the client's examples of favorite work as guidelines for what they like and don't like, but your goal should be to come up with something new and different that will separate them from the rest (unless of course they specifically asked to fit in). Ways to get the creative juices flowing include:

· Brainstorming: Get together with a group and throw out any and all ideas.

· Visit a museum: Get inspired by the originals.

· Read a book: Something as small as a color or shape in a graphic design book could spark a completely original idea.

· Take a walk: Sometimes its best to get outside and watch the world...you never know what will spark your imagination.

· Draw: Even if you're not an “artist”, doodle some ideas on a page.

Once you have some ideas for the project it's time to start creating a structured layout.



Sketches and Wireframes

Before moving into a software program such as Illustrator or InDesign, it is helpful to create some simple sketches of the layout of a piece. This way, you can show your client some ideas without spending too much time on design. Find out if you are headed in the right direction by providing quick sketches of logo concepts, line drawings of layouts showing where elements will be placed on the page or even a quick handmade version of a package design. For web design, wireframes are a great way to start with your page layouts.

Design Multiple Versions

Now that you've done your research, finalized your content and gotten approval on some sketches you can move on to the actual design phases of the graphic design process. While you may knock out the final design in one shot, it's usually a good idea to present your client with at least two versions of a design. You can agree on how many unique versions are included in a job in your proposal. This gives the client some options and allows you to combine their favorite elements from each.

TIP: Be sure to keep even the versions or ideas that you choose NOT to present and that you might not even like at the time, as you never know when they'll come in handy.

Revisions

Be sure to let your client know that you encourage “mixing and matching” the designs you provide. They may like the background color on one design and the font choices on another. From their suggestions you can present a second round of design. Don't be afraid to give your opinion on what looks best after all, you're the designer! After this second round, it isn't uncommon to have a couple more rounds of changes before reaching a final design.

Stick to the Steps

When following these steps, be sure to finish each one before moving on to the next. If you conduct solid research, you know you can create an accurate outline. With an accurate outline, you have the information necessary to sketch out some ideas. With the approval of these ideas, you can move on to create the actual design, which once revised, will be your final piece. That's much better than having a client say “Where's the Logo?” after the work is already done!

4.4 Advertisement and book design

Advertisements: like many graphic design fields, working in advertising takes you far beyond creating designs and page layouts. While a specific job may be to create a print ad for a campaign, this field requires an understanding of marketing, public relations and consumers. Along with the business side, a design in the advertising field will need to know a great deal about print production and preparing works for print in various publications and formats.

When working in advertising one can expect to:

· Design magazine advertisements.

· Design newspaper advertisements.

· Perform market research.

· Perform consumer research.

· Need a thorough understanding of the brand.

· Handle projects from design to production.

· Work directly or for an ad agency.

· Understand both print and online advertising.

· Work directly with illustrators, photographers and other team members.

Working in book design can mean several things. For some, it may be creating elaborate book covers and jacket designs from scratch. For others, it may mean hours of detailed-oriented layout work. Designing a book cover means first understanding the nature of the book, and then the audience, and in today's market, creating something that sells. This work may be done as a freelancer or in-house for a book publisher.

When working in book design one can expect to:

· Design covers.

· Design book jackets.

· Work in page layout.

· Learn the rules of typography.

· Work with deadlines.

Depending on the project, book design and layout can call for all types of graphic design software. Covers that incorporate photography will most likely be brought into Photoshop at some point. Others that need original artwork and clever typography will likely be done in a program like Illustrator. For layout of full books, InDesign and Quark are used throughout the industry.

Book designers must pay close attention to the legal issues to protect their work. A fair contract will enable the designer to make additional money for a second printing or paperback printing that goes beyond the original run of a book. This allows the designer to share in the success of the product and not give unlimited use of the design. Designers should also look to get their credit on books they design, which will help to promote their business.



5.Appendix

How to Write an Annotation

An annotation is a brief description of a work such as an article, chapter of a book, book, Web site, or movie. An annotation attempts to give enough information to make a decision as to whether or not to read the complete work. Annotations may be descriptive or critical.

An annotation should include

· Complete bibliographic information.

· Some or all of the following:

ь Information to explain the authority and/or qualifications of the author. For example: Dr. William Smith, a history professor at XYZ University, based his book on twenty years of research.

ь Scope and main purpose of the work.

ь Any biases that you detect.

ь Intended audience and level of reading difficulty.

ь The relationship, if any, to other works in the area of study.

ь A summary comment, e.g., “A popular account directed at educated adults” .

The annotation should be about 100 to 200 words.

Sample Annotation



Table 10

Короткий план анотації

1. Загальна характеристика статті: The paper (article) under discussion (consideration) is intended (aims) to describe (explain, examine, survey) …

2. Задачі, які ставить автор: The author outlines (points out, reviews, analyses)…

3. Оцінка отриманих результатів дослідження: The results obtained confirm (lead to, show)…

4. Підсумки, висновки: The paper summarizes, in summing up to author, at the end of the article the author sums up...

Examples:

The article deals with …

As the title implies the article describes ...

The paper is concerned with …

It is known that …

It should be noted about …

The fact that … is stressed.

A mention should be made about …

It is spoken in detail about …

It is reported that …

The text gives valuable information on …

Much attention is given to …

It is shown that …

The following conclusions are drawn …

The paper looks at recent research dealing with …

The main idea of the article is …

It gives a detailed analysis of …

It draws our attention to …

It is stressed that …

The article is of great help to …

The article is of interest to …

… is/are noted, examined, discussed in detail, stressed, reported, considered.

Rendering

***The aim of this article/text/report is to …

It is based on …

This article/text/report is intended to …

It draws to …

This article/text/report looks at/describes …

According to …

In the words of …

In general/ On the whole/ In he main …

Interestingly/ Curiously/ Oddly/ Strangely/ Surprisingly/ Predictably/ It is interesting that …

To sum up/ To summarize/ On balance/ In short/…

***The title of the text is …

The text tells about …

The main/ central idea is …/in brief …/ to put it in a few words …

The aim of the article/text is to tell the reader about …

According to the text …

To all appearances (по всей видимости) …

Needless to say (само собой разумеется) …

Inasmuch as (ввиду того, что) …

Then I'm going to add …

I want to point out the following facts that were new for me …

In conclusion I'd like to say …

I like … because …/ I dislike … because …

Expressing Opinion

I think I'd much prefer to …

Nothing like as good (bad) as …

That's what I thought …

And that's another thing …

There's much variety in …

To be similar in …

There's a tremendous number of differences in …

To have much (little) in common …

I (don't) think we should …

It would be better to …

I (don't) agree …

Agreement and Disagreement

Agreeing:

· neutral - Yes, I agree … True enough. That's right. I can't help thinking the same. How true. I couldn't agree more. How right that is. Oh, definitely.

· informal - Well, that's the thing. Well, this is it (isn't it)? Yes, right. Dead right. Too true. I'd go along with you there. I'm with you there.

· formal - Oh, I agree entirely. I agree absolutely with … My own view/ opinion exactly. I'm of exactly the same opinion. I don't think anyone could/ would disagree with …

Disagreeing:

· neutral - Oh, I don't agree … I'm not at all sure, actually/ in fact. Not really. Oh, I don't Know. No, I don't think … I disagree (I'm afraid). That's not right, surely. I can't help thinking ….

· informal - Oh, surely not I don't see why. I can't go along with .. Oh, come off it. Nonsense! Rubbish! No way! You must be joking. You can't mean that!

· formal - I really must take issue with you there. I'm afraid I can't accept … I can't say that I share that/ your view. I'm not at all convinced … I see things rather differently myself.

6.Texts for reading

Colour theory

Read and translate the text and give the main idea

Colour theory encompasses a multitude of definitions, concepts and design applications. As an introduction, here are a few basic concepts. A colour circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colours in 1666. Primary colours - red, yellow and blue. In traditional colour theory, these are the 3 pigment colours that can not be mixed or formed by any combination of other colours. All other colours are derived from these 3 hues. Secondary colours - green, orange and purple. These are the colours formed by mixing the primary colours. Tertiary colours - yellow-orange, redorange, red-purple, blue-purple, blue-green and yellow-green. These are the colours formed by mixing one primary and one secondary colour.

Colour harmony

There are many theories for harmony. Here are some basic formulas.

1) A colour scheme based on analogous colours. Analogous colours are any three colours which are side by side on a 12 part colour wheel, such as yellow-green, yellow, and yelloworange. Usually one of the three colours predominates.

2) A colour scheme based on complementary colours. Complementary colours are any two colours which are directly opposite each other, such as red and green and red-purple and yellow-green.

3) A colour scheme based on nature. Nature provides a perfect departure point for colour harmony.

When you choose a colour scheme, you're also choosing a mood. Research shows that colours can have a powerful effect on your state of mind: choose the wrong colour for a room and it could make you feel depressed, sluggish, irritable or anxious every time you walk into it. To make your home work for you, it's a good idea to decide which particular feelings and activities you'd like each room to encourage, and then choose your colour schemes accordingly.

White provides a blank canvas and allows your feelings full play. Choose it, if you want to feel open to new ideas and need space to think. Avoid it, if you're feeling unsure or insecure.

Like those one-size clothes, cream fits everyone but only really suits a few. Choose it as a calm backdrop to an intense lifestyle. Avoid it, if you feel uninteresting or lacking in sparkle.

Red is a stimulating colour if you're confident and versatile, overpowering if you're not. Bright reds spell sexiness. Choose it, if you're an extrovert in all areas of life. Avoid it, if you tire easily, often feel pressured or irritable or if you suffer from claustrophobia.

Orange is impulsive and friendly. It is often chosen by fatalists who take life as it comes. Choose it if you're outgoing and want to create a sociable atmosphere. Avoid it if you're under stress.

Pink blends caring and passion, hence its romantic associations. Choose it in warm shades for the bedroom. Avoid it in cool pastel tones, if you don't want to blunt your drive and energy.

Yellow is the colour of sunshine and optimism. Yellow is the choice of those who want to compensate for a lack of control in the outside world. Choose it, if you're feeling depressed or mentally sluggish. Avoid it, if you tend to be impulsive or slapdash.

Green is extremely restful and can have a deadening effect in activity areas. Choose it, if you're introverted or bookish. Avoid it, if you're lethargic or withdrawn.

Turquoise combines a soothing effect with a great sense of renewal and energy. Choose it to promote positive relaxation and to help fight insomnia. Avoid it: hardly ever. Such a well-balanced colour can be used anywhere.

Blue appeals to conventional and conformist types. Choose it to bring relaxation and harmony, to calm a driven nature. Avoid it, if you feel passive and unambitious about life.

Violet is a spiritual and meditative colour. Paler shades indicate emotional immaturity. Choose it, if you're extrovert and to create grand impressions. Avoid it, if you're an introvert in any way.

Brown is colour of achievement, but it can be depressing if the shade is too dark. Choose it, if you're insecure, but lighten it with bright colour accents. Avoid it, if you're easily depressed.

Black is ultimate achievement colour. For those whose lives and personalities are completely formed. Choose it, if you're assured and successful or well on the way there. Avoid it, if you're low on self-confidence or anxious in any way.

Grey expresses achievement if used in darker tones. Lighter ones suggest a need to impress. Choose it in small quantities to make a confident statement. Avoid it over large areas, if you feel uninspired.

Answer the questions:

1) What groups of colours are there according to the colour theory?

2) How can you define the word “harmony”?

3) Why is harmony vital in our world?

4) Give an example of a harmonious colour scheme.

5) What colours make you feel secure, confident, calm?

6) Which of the above mentioned colours inspire energy, passion, friendliness, optimism?

7) What is your favourite colour? Why?

Shapes

Read and translate the text and give the main idea

Many shapes have metaphorical names, i.e., their names are metaphors: these shapes are named after a most common object that has it. For example, "U-shape" is a shape that resembles the letter U, a bell-shaped curve has the shape of the vertical cross-section of a bell, etc. These terms may variously refer to objects, their cross sections or projections. Some of these names are "classical terms", i.e., words of Latin or Ancient Greek etymology. Others are English language constructs (although the base words may have non-English etymology). In some disciplines, where shapes of subjects in question are a very important considera34 tion, the shape naming may be quite elaborate, see, e.g., the taxonomy of shapes of plant leaves in botany.

For example: bell-shaped curve; biconic shape, a shape in a way opposite to the hourglass: it is based on two oppositely oriented cones or truncated cones with their bases joined; bowtie shape, in two dimensions; bow shape; bullet nose, an open-ended hourglass; butterfly curve; cone (from the Greek word for «pine cone »); egg-shaped, see "oval", below; fish bladder or lens shape (the latter taking its name from the shape of the lentil seed); geoid (from Greek Ge (гз) for "Earth"), the term specifically introduced to denote the approximation of the shape of the Earth, which is approximately spherical, but not exactly so; heart shape, long been used for its varied symbolism; hourglass shape or hourglass figure, the one that resembles an hourglass; dog bone shape, an hourglass with rounded ends; Lune, from the Latin word for the Moon; mushroo shape, which became infamous as a result of the mushroom cloud; oval (from the Latin "ovum" for « egg»), a descriptive term applied to several kinds of "rounded" shapes, including the egg shape; pear shaped, in reference to the shape of a pear, i.e., a generally rounded shape, tapered towards the top and more spherical/circular at the bottom; rod, a 3-dimensional, solid (filled) cylinder; scarabaeus curve, resembling a scarab.

Answer the questions:

1) What types of word building do you know?

2) How did shapes acquire their names?

3) What metaphorical names of shapes did you find most interesting?

4) What shapes named after letters they resemble do you know?

5) What shapes are most widely spread?

6) What other shapes do you know?

7) What shapes do you prefer in your works, garments, patterns etc.?

8) Which shapes are considered popular and modern nowadays?



Materials and Structures. Read and translate the text and give the main idea.

Building material is any material which is used for a construction purpose. Many naturally occurring substances, such as clay, sand, wood and rocks, even twigs and leaves have been used to construct buildings. Apart from naturally occurring materials, many man-made products are in use, some more and some less synthetic. Building materials can be generally categorized into two sources, natural and synthetic. Natural building materials are those that are unprocessed or minimally processed by industry, such as lumber or glass. Synthetic materials are made in industrial settings after much human manipulations, such as plastics and petroleum based paints. Both have their uses.

Fabric

Two well known types include the conical tepee and the circular yurt. It has been revived as a major construction technique with the development of tensile architecture and synthetic fabrics. Modern buildings can be made of flexible material such as fabric membranes, and supported by a system of steel cables, rigid framework or internal.

Mud and clay

The amount of each material used leads to different styles of buildings. The deciding factor is usually connected with the quality of the soil being used. Larger amounts of clay usually mean using the cob/adobe style, while low clay soil is usually associated with sod building. The other main ingredients include more or less sand/gravel and straw/grasses.

Rock

There are many types of rock throughout the world all with differing attributes that make them better or worse for particular uses. Rock is a very dense material so it gives a lot of protection too, its main draw-back as a material is its weight and awkwardness. Its energy density is also considered a big draw40 back, as stone is hard to keep warm without using large amounts of heating resources.



Thatch

Thatch is one of the oldest of building materials known; grass is a good insulator and easily harvested. Many African tribes have lived in homes made completely of grasses year round. In Europe, thatch roofs on homes were once prevalent but the material fell out of favour as industrialization and improved transport increased the availability of other materials. Today, though, the practice is undergoing a revival. In the Netherlands, for instance, many of new builds too have thatched roofs with special ridge tiles on top.

Wood

Wood is a product of trees, and sometimes other fibrous plants, used for construction purposes when cut or pressed into lumber and timber, such as boards, planks and similar materials. Wood can be very flexible under loads, keeping strength while bending, and is incredibly strong when compressed vertically. There are many differing qualities to the different types of wood, even among same tree species. This means specific species are better for various uses than others. And growing conditions are important for deciding quality.

Concrete

Concrete is a composite building material made from the combination of aggregate (composite) and a binder such as cement. For a concrete construction of any size, as concrete has a rather low tensile strength, it is generally strengthened using steel rods or bars (known as rebars). This strengthened concrete is then referred to as reinforced concrete. Concrete has been the predominant building material in this modern age due to its longevity, formability, and ease of transport.

Metal

Metal is used as structural framework for larger buildings such as skyscrapers, or as an external surface covering. There are many types of metals used for building. Steel is a metal alloy whose major component is iron, and is the usual choice for metal structural building materials. It is strong, flexible, and if refined well and/or treated lasts a long time. Corrosion is metal's prime enemy when it comes to longevity. The lower density and better corrosion resistance of aluminium alloys and

tin sometimes overcome their greater cost. Brass was more common in the past, but is usually restricted to specific uses or specialty items today. Other metals used include titanium, chrome, gold, silver. Titanium can be used for structural purposes, but it is much more

expensive than steel. Chrome, gold, and silver are used as decoration, because these materials are expensive and lack structural qualities such as tensile strength or hardness.

Glass

Glassmaking is considered an art form as well as an industrial process or material. Clear windows have been used since the invention of glass to cover small openings in a building. They provided humans with the ability to both let light into rooms while at the same time keeping inclement weather outside. Glass is generally made from mixtures of sand and silicates, in a very hot fire stove called a kiln and is very brittle. Very often additives are added to the mixture when making to produce glass with shades of colours or various characteristics (such as bullet proof glass, or light emittance).

Plastic

The term plastics covers a range of synthetic or semi-synthetic organic condensation or polymerization products that can be moulded or extruded into objects or films or fibres. Their name is derived from the fact that in their semi-liquid state they are malleable, or have the property of plasticity. Plastics vary immensely in heat tolerance, hardness, and resiliency. Combined with this adaptability, the general uniformity of composition and lightness of plastics ensures their use in almost all industrial applications today.