Put adjectives into the correct form (Degrees of Comparison).

a) The …… (long) I think of this car, the …… (much) I like it.

b) It is …… (good) to get there by the underground than by bus.

c) Automotive design is …… (interesting) subject at our university. 

d) The …… (short) the lever, the …… (great) effort you need to lift the weight.

e) He is …… (good) student in our group. He managed to enter this university without any difficulty and passes all his exams easily.

f) The bus system is …… (reliable) in London than in Kyiv and the streets are …… (clean).

g) A design goal may range from solving …… (little) significant individual problem of …… (small) element to …… (influential) goals.

h) To achieve …… (elegant) and stylish look, a designer uses …… (expensive) materials.

i) Is this brand as …… (famous) as that one?

j) Do you have …… (much) or …… (little) free time now than you had last year? What is …… (interesting) thing that you like to do?

5. Is the design of a product important to you? What are the three products you could not live without? What do you think is the best innovation of the 21^st century? What products, to your mind, will designers develop in the next ten years? Are artistic people different from other people? Who do you respect more – artists or scientists?

6. Make up a story of your own to agree or disagree with one of the English proverbs. Try to find the Ukrainian equivalents to them:

· Better ask than go astray;

· The less haste, the more speed;

· Better late than never, but better never late;

· There are more ways to the wood than one;

· He laughs best who laughs last.

 

Text 4.

DESIGN AND INGENEERING

       Engineering is often viewed as a more rigorous form of design. Contrary views suggest that design is a component of engineering aside from production and other operations which utilize engineering. A neutral view may suggest that both design and engineering simply overlap, depending on the discipline of design.

       American Dictionary: todesign – to conceive or fashion in the mind, to formulate a plan; engineering – the application of scientific and mathematical principles to practical ends such as the design, manufacture and operation of efficient and economical structures, machines, processes and systems. Both are forms of problem-solving with a defined distinction being the application of scientific and mathematical principles.

       Industrial design (ID) is an applied art whereby the aesthetics and usability of mass-produced products may be improved for marketability and production. The role of an Industrial Designer is to create and execute design solutions towards problems of form, usability, user ergonomics, engineering, marketing, brand development and sales.

       The term ‘industrial design’ is often attributed to the 1919, but the discipline predates that by at least a decade. Its origins lay in the industrialization of consumer products. General Industrial Designers are a cross between an engineer and an artist. They study both function and form and the connection between product and the user. They do not design the gears or motors that make machines move or the circuits that control the movement, but they can affect technical aspects through usability design and form relationships. They usually partner with engineers and marketers, to identify and fulfill needs, wants and expectations.

       ID is the professional service of creating and developing concepts and specifications that optimize the function, value and appearance of products and systems for the mutual benefit of both user and manufacturer.

Design, itself, is often difficult to define to non-designers because the meaning accepted by the design community is not one made of words. Instead, the definition is created as a result of acquiring a critical framework for the analysis and creation of artifacts. Design is the process of taking something from its existing state and moving it to a preferred state.

Answer these questions:

a) Do you remember the definition of the verb ‘to design’?

b) What is ‘engineering’?

c) What is the purpose of industrial design?

d) Whose role is to create and execute design solutions?

e) How do Industrial Designers identify and fulfill needs, wants and expectations?

f) What is the main definition of the design?

2. Make sure that you know how to pronounce and translate these terms:

Ergonomics, applied art, mass-produced products, marketability, design solutions, brand development, consumer products, state-sponsored effort, competitive footing, to identify and fulfill needs, value and appearance of products, preferred state, existing state.