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

Ø The business card should look professional.

Ø The card should reflect your personal style.

Ø Include only essential information.

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

 

XX. Write a short essay about spheres of applying graphic design.

UNIT IV

ELEMENTS AND TOOLS OF GRAPHIC DESIGN

Vocabulary

1. confuse – смешивать; путать;

2. root – источник; корень; первопричина;

3. will – воля; желание;

4. content – содержание; суть; существо; сущность; значение; смысл;

5. imply – предполагать; подразумевать; заключать в себе; значить;

6. apply (to) – применять; использовать; употреблять;

7. dramatically – впечатляюще; поразительно; значительно; сильно;

8. evoke – пробуждать (чувства); вызывать (воспоминание, восхищение);

9. alignment – выверка; выравнивание; регулировка;

10. layered – многослойный; многоуровневый;

11. mirror – v. воспроизводить; отображать; отражать;

12. tracking – зд. контроль;

13. inspiration – вдохновение; воодушевление;

14. sketch out – изображать схематически;

15. brainstorm – мозговой штурм;

16. sketchpad – записная книжка, содержащая предварительные наброски; заметки; мысли;

17. notepad – блокнот;

18. handy – доступный; близкий; (имеющийся) под рукой;

19. rounds of approval – поток одобрений;

20. aside from – помимо; за исключением;

21. collaborate – работать совместно; сотрудничать;

22. dimension – размеры; величина; объем; протяжение;

23. match – v. находить соответствие; приводить в соответствие, согласовывать (разные вещи);

24. proceed – продолжать;

25. outline – v. обрисовать, наметить в общих чертах; n. набросок; эскиз;

26. harness – использовать (в определенных целях и по возможности полностью); приспосабливать (под что-либо, для чего-либо);

27. fit in – вмещать; размещать;

28. spark – вдохновлять; воодушевлять; воспламенять; зажигать; побуждать;

29. doodle – чертить; машинально рисовать;

30. stick – держаться, придерживаться (to – чего-либо).

I. Read the following international words and guess their meanings:

 

element pictographs basis

principle basic text

balance zigzag emotion

theory style section

photographs critique museum

selection version original

unique budget phase

 

II. Choose the correct translation of the following English words:

imply предположение предполагать предполагаемый

apply применение применять применяемый

dramatically значение означать значительно

alignment выравнивание выравнивать ровный

layered многослойность слоиться многослойный

inspiration вдохновение вдохновлять вдохновляющий

collaborate сотрудничество сотрудничать совместный

dimension размер измерять соразмерный

harness использование использовать полезный

III. 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

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

V. Now read Text I and see if you were right.

TEXT I

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.