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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.

XVI. 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.

XVII. Read Text IV and give a brief summary of it.

TEXT IV

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

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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, twosided 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

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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.

Обычно визитная карточка выполняется в виде прямоугольника из достаточно плотного картона или бумаги стандартным размером 50 90 мм, по этикету женская карточка может быть меньше – 4080 мм.

Большая часть правил, однако, относится к размещению текста. Классическим вариантом считается следующий: по центру наверху – название компании, в которой работает владелец визитки, ниже и тоже по центру – его фамилия, имя и отчество, еще ниже – должность, которую он занимает. Здесь же вполне уместно указывать звание или ученую степень. В левом нижнем углу печатается адрес компании, в которой работает хозяин карточки. А остальные сведения (это могут быть номера контактных телефонов, электронная почта, адрес веб-сайта компании или собственной странички в Интернете) должны находиться в правом нижнем углу. Такое размещение информации выбрано исключительно из соображений удобства. Обычно визитку держат левой рукой, а правой - набирают телефонный номер, указанный в визитке.

При размещении всех указанных элементов требуется соблюдать горизонтальное равновесие, для этого часть информации можно перемещать, например, в левый угол.

На визитные карточки государственных служащих обязательно должен наноситься государственный герб и флаг. По этикету официальный адрес должен быть на всех визитках, за исключением карточек дипломатов и высших должностных лиц государства.

Что касается шрифта, то он никакими правилами этикета не регламентируется. Однако, с учетом предназначения визитной карточки, он должен легко читаться, то есть быть достаточно крупным и не вычурным. Имя и фамилию владельца выделяют полужирным шрифтом, чуть большего размера, чем остальная информация на визитной карточке.

Обычно рекомендуют применять не более двух разных шрифтов и не более трех цветов для одной визитки.

Деловые визитные карточки должны выглядеть элегантно и сдержанно. Классический вариант – это темный текст на каком-либо светлом фоне. Дизайн должен быть строгим, без росчерков и завитушек. Бумага должна быть качественной, плотной, может быть матовой или

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глянцевой, белой. Она должна быть хорошего качества, может быть слегка тонирована (допускаются голубой, розовый, бежевый фон).

В общем, несмотря на самый широкий спектр предлагаемых цветовых решений, предпочтительнее остановиться на черно-белом варианте (в крайнем случае, трехцветном).

При разработке фирменного стиля важно помнить, что визитка будет выглядеть дорого и солидно за счет эффектной работы дизайнера и качественной бумаги, а не за счет количества используемых цветов. Лаконичность и простота – вот основные качества хорошей визитной карточки.

Выразительность даже самой простой карточке придадут методы современной полиграфии – это рельефное тиснение, фольгирование, термоподъем и прочие технологии.

И последнее: перевод текста визитной карточки на иностранный язык. Этот вопрос надо тщательно проработать. В соответствии с западными стандартами, надо писать только имя и фамилию, причем инициалы не допускаются. Отчество писать не принято (в крайнем случае, его можно обозначить заглавной буквой). Также неприемлемо переведенный текст печатать с обратной стороны визитки. В случае работы с зарубежными партнерами, по правилам этикета, необходимо разработать два комплекта карточек – на родном языке и иностранном.

Визитная карточка дает представление о вас и вашей фирме, работает так же, как и обычная реклама, а значит и относиться к ее дизайну и содержанию надо очень ответственно.

discuss your card with a partner.

The business card should look professional.

The card should reflect your personal style.

Include only essential information.

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;

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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.

VI. Reread Text I, write down the sentences with Infinitive constructions and translate them.

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

VIII. 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.

IX. Look at the way the following words are used in Text I and then circle the correct part of speech:

X.Fill in the gaps with the prepositions from the box.

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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.

XI. Find the English equivalents in Text I:

Создавать графические работы; пробельный символ; древняя пиктография; у истоков дизайна;

пунктирная линия; создавать образцы; заставить изображение выделяться; впечатляющее изображение; давать заказ художнику; дизайн упаковки.

XII. Answer the following questions:

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

2.What for are shapes used?

3.What is the function of lines?

4.What role does color play in graphic design?

5.What goal does type have in graphic design?

6.What can affect actual texture in design?

TEXT II

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.

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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.

Other Creative Professionals

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!

XIV. Read the English words and word combinations in the left column and match them with their Russian equivalents in the right:

5.a skillset

6.project management

7.time tracking software

8.technical help

a)ретушировать фотографию

b)техническая поддержка

c)коммерческая сторона дизайна

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