Task 8. Choose the correct variant.

1. Unlike fine art, graphic design is normally used for commercial / cultural purposes, to convey / keep a specific and persuasive message / announcement to a large audience.
2. Posters, business cards, book covers etc. are the examples of print / interactive design.
3. As a process, graphic design is easy and simple / complex and multi-faceted.
4. Design principles and elements are the basic visual toolbox / examples of design tactics in every design discipline.

5. The visual excitement of a work of design is a result / process of how the composition of the design elements create / influence mood, style, message, and a look.

1. The design process starts with the designer / client and ends with the payment / finished design product.
2. Use of grid / technology helps to improve or speed up the layout / structure of images and text.

Task 9. a) Read and translate the text. Define its message.

Digital painting is an art form in which traditional painting techniques such as watercolor, oils, impasto, etc. are applied using digital tools by means of a computer and software.

The main difference between digital and traditional painting is the non-linear process. The ability to undo and redo strokes frees the artist from a linear process. But a digital painter must know many of the techniques of a traditional painter. The digital artist has several tools not available to the traditional painter. Some of these include: a virtual palette consisting of millions of colours, almost any size canvas, the ability to take back mistakes, pencils, spray cans, brushes, and a variety of effect tools.

Digital painting thrives mostly in production art. It's most widely used in conceptual design for film, television and video games.

b) Write out and translate all words from the text that refer to the topic ‘painting’.

c) Answer the following questions.

1. What is digital painting?

2. What are the advantages of digital painting?

3. What is the difference between digital and traditional painting?

4. What tools does a digital artist have?

5. Where is digital painting used?

6. Compare digital painting and graphic design. What is common and what is different? Prove your opinion.

Unit 8.

Task 1. Read and translate the text.

Graphic design history

The paintings in the caves around 14,000 BC and the birth of written language in the third or fourth millennium BC are both significant milestones in the history of graphic design.

The Book of Kells is a very beautiful and very early example of graphic design in a form that would be acceptable even today. The Book is a lavishly illustrated hand-written copy of the Christian Bible created by Celtic monks in the ninth century AD.

Johann Gutenberg's introduction of movable type in Europe made books widely available. The earliest books produced by Gutenberg's press began to have a structure that would become the standard of the design of future books. Graphic design of this era is called either Old Style (especially the typefaces which these early typographers used), or Humanist, after the predominant philosophical school of the time.

Piet Mondrian, born in 1872, was a painter whose work was influential in modern graphic design. Although he was not a graphic designer his use of grids inspired the basic structure of the modern advertising layout known also as the grid system, used commonly today by graphic designers.

From 1891 to 1896 William Morris' Kelmscott Press published some of the most significant of the graphic design products. Morris made a very lucrative business of creating books of great stylistic refinement and selling them to the wealthy for a premium. Morris proved that there was a market for works of graphic design and helped to separate the design from production and from fine art. Morris' work is indirectly responsible for development in early twentieth century graphic design in general.

20th century. Early Modern typographers such as Edward Johnston and Eric Gill were inspired by vernacular and industrial typography of the latter nineteenth century.

The term graphic design was coined by U.S. book designer and type designer William Addison Dwiggins in 1922.

Such typographers as Herbert Bayer and Tschichold, and El Lissitzky are the fathers of graphic design as we know it today. The following years saw graphic design in the modern style gain widespread acceptance and application. A booming post-World War II American economy established a greater need for graphic design, mainly advertising and packaging. Notable names in mid-century modern design include Adrian Frutiger, designer of the typefaces Univers and Frutiger and Josef Müller-Brockmann, who designed posters in a manner typical of the 1950s and 1960s.

The origins of postmodern typography can be traced back as far as the humanist movement of the 1950s. Notable among this group is Hermann Zapf who designed two typefaces that remain widespread — Palatino (1948) and Optima (1952).

Saul Bass designed many motion picture title sequences which feature new and innovative methods graphic design to attempt to tell some of the story in the first few minutes. He is known for his work for Otto Preminger's The Man with the Golden Arm (1955). Milton Glaser designed the unmistakable I Love NY ad campaign (1973).

Date: 2016-04-22; view: 894