Principles and Elements of Web Design

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Web design is a kind of graphic design intended for development and styling of objects of the Internet's information environment to provide them with high-end consumer features and aesthetic qualities.

The main task of web design is perhaps the creation of a website or a web page.

The process of designing web pages, web sites, web applications or multimedia for the Web is very complicated one and may utilize multiple disciplines, such as animation, authoring, communication design, corporate identity, graphic design, human-computer interaction, information architecture, interaction design, marketing, photography, search engine optimization and typography.

Websites vary greatly in content, style, focus and a number of other aspects. A successful website, evidently, is the one that is capable of attracting quality visitors and retain them. The core of this attractiveness is its content. However, only content is not enough – just as a good product needs good packaging a successful site needs elegant presentation and promotion.

When creating a website or web page, the 5 golden principles of design: balance, rhythm, proportion, dominance, and unity should always be kept in mind.

The primary tool for web design is the creative mind. Critical, observational, quantitative and analytic thinking is required for designing page layout and rendering. The eye and the hand are often augmented with the use of external traditional or digital image editing tools. The selection of the appropriate one to the communication problem at hand is also a key skill in web design work, and a defining factor of the rendering style.

A web designer's work could be viewed by thousands of people every day. Web designers create the pages, layout, and graphics for web pages, and play a key role in the development of a website. Web designers have the task of creating the look and feel of a website by choosing the style, and by designing attractive graphics, images, and other visual elements, and adapting them for the website’s pages. The graphics and lay-out of the site contribute to that first impression and overall image. Web designers also design and develop the navigation tools of a site. Web designers may make decisions regarding what content is included on a web page, where things are placed, and how the aesthetic and continuity is maintained from one screen to the next. Site quality content must be balanced with good graphics at all times. Any graphic image which has a directional aspect should be placed to point towards the most important section of the page. If you have a picture of a bird on the top left corner of your page, make sure it is facing inward and that its beak is leading the eye to the centre of the page, not away from it. The same applies to all graphics. Faces should 'look' to the centre of the page. Cars should be 'parked' facing towards the centre of the page. Roads, neck ties etc. should all be placed to lead the eye across from left to right, or down from top to bottom.

Any web design must be stylish, using original illustrations, not downloaded ones. The overall effect should be that of exclusivity.

IV Answer the questions:

1. What is web design?

2. What disciplines are incorporated in web design?

3. How can a successful website be characterised?

4. What 5 golden principles of design should always be kept in mind, when creating a website or a web page?

5. What professional and personal qualities are needed for a web designer?

6. What does the work of a web designer include?

7. What contributes greatly to the first impression and overall image of a website?

8. How should content and graphics be related?

9. What rule should be followed, when arranging the graphics on the page?

10. What skills are necessary for web designers and developers?

V Complete the sentences with the words from the text:

1. Web design is intended for development and … of objects of the Internet's information environment to provide them with high-end consumer features and … qualities.

2. The process of designing web pages, web sites, … or multimedia for the Web is very complicated.

3. A successful website, evidently, is the one that is capable of attracting quality visitors and … them.

4. The core of a website’s … is its content.

5. A successful site needs elegant presentation and ….

6. The 5 golden principles of design: balance, …, proportion, dominance, and … should always be kept in mind.

7. Critical, observational, … and analytic thinking is required for designing page layout and rendering.

8. Any graphic image which has a … should be placed to point towards the most important section of the page.

VI Find the English equivalents to the words:

естетичні якості, натхнення, красива упакова, витончене представлення, ескіз, ключова навичка в роботі вебдизайнера, спостережливий, графічне оформлення друкованого тексту, розташування.

VII Make up sentences with the terms:

quality, elegant presentation, proportion, dominance, unity, balance, rhythm, visual elements, lay-out, exclusivity.

VIII Give definitions to the words and word-combinations:

web design, graphic design, web page, web site, web applications, animation, authoring, communication design, content, corporate identity.

IX Translate the sentences into English:

1. Процес створення вебсторінок або вебсайтів дуже складний.

2. Вебсайти дуже відрізняються за змістом, стилем та багатьма іншими аспектами.

3. Ядром привабливості сайту є його зміст.

4. Будь-яке графічне зображення, яке має напрямок, треба розмістити так, щоб воно було спрямоване до найголовнішої секції сторінки.

5. Будь-який вебдизайн має бути стильним, з використанням оригінальних ілюстрацій.

6. 5 золотих принципів будь-якого дизайну включають рівновагу, ритм, пропорцію, переважання і єдність.

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

web design, graphic design, aesthetic qualities, multiple disciplines, n-number of aspects, content, promotion, the 5 golden principles of design, the primary tool for web design, a web designer's work, graphics, skills, training, sketch, style, balance.

TEXT B

I Read and learn:

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