XXI. Read Text IV and give a brief summary of it.
TEXT IV
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.
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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.
XXII. 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.
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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.
XXIII. Render the following text into English:
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XXIV. Look through the studied material again and write your own composition My Future Specialty, be ready to discuss it.
UNIT III
GRAPHIC DESIGN BASICS
Vocabulary
1. cover ; ;
2. jacket ; ;
3. commute ;
4. billboard ;
5. media ; ;
6. vs. versus ; ;
7. HTML Hyper-Text Markup Language ; ;
8. CSS Cascading Style Sheets ;
9. banner advertising ;
10. evolve ; ; ; ; ; ; ( . .); ; ; ; ;
11. piece ; ; ; ; ;
12. face ( ); (to face a task ( ));
13. a marketing message ;
14. dive , -;
15. texture ; ;
16. shape ; ; ;
17. tease ; ;
18. snippet ; ; ;
19. entice ; ; ; ; ;
20. bleed and safety areas ;
21. challenge n. ; ; ; ; ; , ;
22. tricky ; ; ; ; ;
23. RGB Red, Green, Blue (, , ). , . );
24. CMYK Cyan Magenta Yellow blacK , , , ;
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25. HSV Hue-Saturation-Value ( );
26. process colors ; ; ; ; ; CMYK-;
27. spot colors . ( , : , . , CMYK.);
28. palette ; ;
29. visual n. ; ; ( ); ; ; ();
30. as-is ;
31. copywriting ; ; ; ;
32. a household name ; ; ;
33. letterhead ( ); ( ); ( );
34. typeface ; ;
35. focus on ; ;
36. hand off ;
37. mockup ; ;
38. margin , (, . .);
39. feasible ; ; ; ; ; ;
40. compelling , ;
41. freelancer ;
42. scrap ; ;
43. jot down , ; ;
44. stick in ; ;
45. convince ; ; ;
46. legitimate ; ; ;
47. overwhelm ;
48. template ; ; ; ( ); ; ( );
49. die-cut ( ); ;
50. deadline ; ; ;
51. handle ; ; ; ; ; ; ; ; ; ();
52. elaborate adj. ; ; ;
53. scratch n. .
I. Read the following international words and guess their meanings:
profession
visual
communication
idea
information
audience
element
photo
illustration
brochure
product
technology
basic
display
computer
limit
physical
pixel
monitor
result
typography
II. Choose the correct translation of the following English words:
advertisement
differences
experience
interactive
effective
resolution
consistent
printer
brightness
responsibility
marketable
impressive
III. Look at some basic design terms and try to guess their meanings by matching them with their definition:
| 1. cover | a) the heading at the top of a sheet of letter paper, usually 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 |
IV. Discuss the following questions:
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1. What is Graphic design?
2. Where is Graphic design?
