藝術(shù)設(shè)計(jì)專業(yè)英語Unit-2-What-is-課件

Unit2WhatisGraphicDesignSupposeyouwanttoannounceorsellsomething,amuseorpersuadesomeone,explainacomplicatedsystemordemonstrateaprocess.Inotherwords,youhaveamessageyouwanttocommunicate.Howdoyou“send”it？Youcouldtellpeopleonebyoneorbroadcastbyradioorloudspeaker.That’sverbalcommunication.Butifyouuseanyvisualmediumatall—ifyoumakeaposter;typealetter;createabusinesslogo,amagazinead,oranalbumcover;evenmakeacomputerprintout-youareusingaformofvisualcommunicationcalledgraphicdesign.Graphicdesignersworkwithdrawn,painted,photographed,orcomputer-generatedimages(pictures),buttheyalsodesigntheletterformsthatmakeupvarioustypefacesfoundinmoviecreditsandTVads;inbooks,magazines,andmenus;andevenoncomputerscreens.Designerscreate,choose,andorganizetheseelements-typography,images,andtheso-called“whitespace”aroundthem-tocommunicateamessage.Graphicdesignisapartofyourdailylife.FromhumblethingslikegumwrapperstohugethingslikebillboardstotheT-shirtyou’rewearing,graphicdesigninforms,persuades,organizes,stimulates,locates,identifies,attractsattentionandprovidespleasure.Graphicdesignisacreativeprocessthatcombinesartandtechnologytocommunicateideas.Thedesignerworkswithavarietyofcommunicationtoolsinordertoconveyamessagefromaclienttoaparticularaudience.Themaintoolsareimageandtypography.Image-baseddesignDesignersdevelopimagestorepresenttheideastheirclientswanttocommunicate.Imagescanbeincrediblypowerfulandcompellingtoolsofcommunication,conveyingnotonlyinformationbutalsomoodsandemotions.Peoplerespondtoimagesinstinctivelybasedontheirpersonalities,associations,andpreviousexperience.Forexample,youknowthatachilipepperishot,andthisknowledgeincombinationwiththeimagecreatesavisualpun.Inthecaseofimage-baseddesign,theimagesmustcarrytheentiremessage;therearefewifanywordstohelp.Theseimagesmaybephotographic,painted,drawn,orgraphicallyrenderedinmanydifferentways.Image-baseddesignisemployedwhenthedesignerdeterminesthat,inaparticularcase,apictureisindeedworthathousandwords.Type-baseddesignInsomecases,designersrelyonwordstoconveyamessage,buttheyusewordsdifferentlyfromthewayswritersdo.Todesigners,whatthewordslooklikeisasimportantastheirmeaning.Thevisualforms,whethertypography(communicationdesignedbymeansoftheprintedword)orhandmadelettering,performmanycommunicationfunctions.Theycanarrestyourattentiononaposter,identifytheproductnameonapackageoratruck,andpresentrunningtextasthetypographyinabookdoes.Designersareexpertsatpresentinginformationinavisualforminprintoronfilm,packaging,orsigns.Whenyoulookatan“ordinary”printedpageofrunningtext,whatisinvolvedindesigningsuchaseeminglysimplepage？Thinkaboutwhatyouwoulddoifyouwereaskedtoredesignthepage.Wouldyouchangethetypefaceortypesize？Wouldyoudividethetextintotwonarrowercolumns？Whataboutthemarginsandthespacingbetweentheparagraphsandlines？Wouldyouindenttheparagraphsorbeginthemwithdecorativelettering？Whatotherkindsoftreatmentmightyougivethepagenumber？Wouldyouchangetheboldfaceterms,perhapsusingitalicorunderlining？Whatotherchangesmightyouconsider,andhowwouldtheyaffectthewaythereaderreactstothecontent？Designersevaluatethemessageandtheaudiencefortypebaseddesigninordertomakethesekindsofdecisions.ImageandtypeDesignersoftencombineimagesandtypographytocommunicateaclient’smessagetoanaudience.Theyexplorethecreativepossibilitiespresentedbywords(typography)andimages(photography,illustration,andfineart).Itisuptothedesignernotonlytofindorcreateappropriateletterformsandimagesbutalsotoestablishthebestbalancebetweenthem.Designersarethelinkbetweentheclientandtheaudience.Ontheonehand,aclientisoftentooclosetothemessagetounderstandvariouswaysinwhichitcanbepresented.Theaudience,ontheotherhand,isoftentoobroadtohaveanydirectimpactonhowacommunicationispresented.What’smore,itisusuallydifficulttomaketheaudienceapartofthecreativeprocess.Unlikeclientandaudience,graphicdesignerslearnhowtoconstructamessageandhowtopresentitsuccessfully.Theyworkwiththeclienttounderstandthecontentandthepurposeofthemessage.Theyoftencollaboratewithmarketresearchersandotherspecialiststounderstandthenatureoftheaudience.Onceadesignconceptischosen,thedesignersworkwithillustratorsandphotographersaswellaswithtypesettersandprintersorotherproductionspecialiststocreatethefinaldesignproduct.ExercisesI.Readthepassagecarefullyandanswerthefollowingquestions.1．What’sthedifferencebetweenverbalcommunicationandvisualcommunication？2．Whatarethemaincommunicationtoolsfordesignerstoworkwith？3．Whendoesadesigneruseimage-baseddesign？4．Dodesignersusewordsthesameasthewayswritersdo？Why？5．Whatdodesignersneedtounderstandbeforeadesignconceptischosen？II.TranslatethefollowingsentencesintoChinese.1．FromhumblethingslikegumwrapperstohugethingslikebillboardstotheT-shirtyou’rewearing,graphicdesigninforms,persuades,organizes,stimulates,locates,identifies,attractsattentionandprovidespleasure.2．Imagescanbeincrediblypowerfulandcompellingtoolsofcommunication,conveyingnotonlyinformationbutalsomoodsandemotions.3．Ontheonehand,aclientisoftentooclosetothemessagetounderstandvariouswaysinwhichitcanbepresented.Vocabularygraphica