The Art of Graphic Design

Graphic design is a form of communication using text and/or images to present information. The art of graphic design embraces a range of mental skills and crafts including typography, image development and page layout. Graphic design is applied in communication design and fine art. Like many forms of communication graphic design often refers to both the process (designing) by which the communication is created and the products (designs) such as creative solutions, imagery and multimedia compositions. The designs are applied to static media as well as electronic media not always in the completed form. In commercial art client’s edits, technical preparation and mass production are usually required but as a rule not considered to be within the scope of graphic design.

Although the term 'graphic designer' was first coined in the 20th century, the story of graphic design spans the history of marks of humankind from the magic caves of Lascaux to the dazzling neons of Giza. In both this lengthy history and in the relatively recent explosion of imaging in the 20th and 21st centuries there is sometimes a blurring distinction and over-lapping of advertising art, graphic design and fine art. After all they share the same elements, theories, principles, practices and languages and sometimes the same client. In advertising art the ultimate objective is the sale of goods and services. In graphic design ‘the essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience. Fine art refers to arts that are concerned with beauty...’

Design elements are the basic tools in every design discipline. The elements including shape, form, texture, line, value and colour compose the basic vocabulary of visual design. Design principles such as balance, rhythm, emphasis and unity constitute the broader structural aspects of the composition.

According to the classic theory of design or graphic design the visual excitement of a design work is a result of how the composition of the design elements creates mood, style, message and a look.

There are research and planning that are needed for most design work:

· the design process which encompasses the step-by-step and often complex path that a designer takes toward a design solution through research, exploration, re-evaluation and revision of a design problem. This process starts with the client and ends with the finished design product.

· use of a grid to help improve or speed up the layout of images and text. Like the steel internal frame of building the grid helps the designer to place information on paper or screen in a way that improves the design visually and its usability.

· impact and use of technology for design solutions. Graphic designers are usually first to adopt and incorporate new technology in solutions or concepts when possible. This experimentation is not always to the benefit of the design or the user.

IV Answer the questions:

1. How does graphic design present information?

2. What crafts does graphic design embrace?

3. What does graphic design refer to?

4. What do you know about the history of graphic design?

5. What is the essence of graphic design?

6. There are some elements of design. What are they?

7. Do you know the principles of design? Name them.

8. What are the steps of a graphic designer’s work?

V Complete the sentences with the words from the text:

1. Their designs have much in common, there is … between them.

2. … is the sale of goods and services.

3. A graphic designer should keep up to the times and use ….

4. … as form, texture, line, value, shape and colour compose the basic vocabulary of ….

VI Find the English equivalents to the words:

застосовувати, потребувати, охоплювати, поступовий, блискучий, експонат, виразність, складати, вивчення, покращувати.

VII Make up sentences with the terms:

image development, mass production, page layout, advertising art, visual design, design solutions, fine art.

VIII Give definitions to the words:

multimedia, imaging, advertising, layout, visual, typography, grid.

IX Translate the sentences into English:

1. Графічний дизайнер повинен володіти багатьма навичками, серед яких – оформлення сторінки.

2. Термін “графічний дизайнер” з’явився у 20 столітті.

3. Такі елементи як колір, форма, зовнішній вигляд, величина, лінія (контур), текстура мають велике значення для графічного дизайну.

4. Ми часто плутаємо поняття реклами, графічного дизайну та образотворчого мистецтва тому, що іноді між ними майже нема різниці.

5. Процес дизайну починається з замовника, а закінчується завершеною продукцією.

6. Більша частина роботи дизайнера потребує дослідницької роботи та планування.

7. Кожен професіонал знає такі принципи дизайну як ритм, баланс, виразність та єдність.

X Speak on the topic using the following words and word-combinations:

graphic design, to embrace, principles, elements, design theory, imagery, page layout, essence, advertising art, to incorporate, grid, visual design.

Text B

I Read and remember:

1. spontaneous спонтанний

2. to claim заявляти

3. innate природній

4. most advanced yet acceptable найсучасніший, проте прийнятний

5. associate партнер

6. in terms of з точки зору

7. to take into account брати до уваги

8. to be in tune with відповідати чомусь

II Read the text and define the main idea of it:

Дата добавления: 2015-09-05