Học phần này cung cấp kiến thức về từ vựng, ngữ pháp và các kỹ năng nghe, nói, đọc, viết tiếng Anh chuyên ngành Thiết kế đồ họa.. Sau khi học xong, sinh viên có thể hiểu các thuật ngữ th
TYPES AND PRINCIPLES OF DESIGN
Unit 1 cung cấp kiến thức nền tảng về các thuật ngữ chuyên ngành thiết kế đồ họa, giúp sinh viên hiểu rõ các nguyên lý thiết kế cơ bản Chương này cũng giới thiệu các kỹ năng cần thiết trong công việc thiết kế, từ đó nâng cao khả năng sáng tạo và ứng dụng thực tế Nội dung tập trung vào việc trang bị kiến thức chuyên môn để sinh viên có thể làm việc hiệu quả trong các lĩnh vực thiết kế khác nhau.
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến công việc thiết kế
- Đọc và nghe hiểu các nguyên lý thiết kế
- Thuyết trình lĩnh vực thiết kế yêu thích
In group work, select your favorite picture from the set provided by the teacher and explain your choice Start your explanation with, “I chose this picture because …” to clearly communicate your reasoning This activity encourages teamwork and helps develop communication skills Remember to use descriptive language to explain why the image stands out to you.
Share your selection to the class
The 8 types of graphic design
Graphic design is the art of using visual compositions—such as typography, imagery, color, and form—to solve problems and communicate ideas effectively With no single approach, the field offers various specializations, each tailored to different objectives and audiences.
Graphic design encompasses various specialized fields, each requiring unique skills and techniques While some designers focus exclusively on a single type of design, others develop expertise in related areas, adapting to industry trends To succeed in this dynamic industry, graphic designers must be adaptable and committed to lifelong learning, enabling them to evolve their skills and explore new design specializations throughout their careers.
Whether you are an aspiring designer or seeking design services for your business, understanding the 8 types of graphic design will help you find the right skills for the job
A brand is the relationship between a business or organization and its audience, built on trust and recognition Brand identity encompasses how the organization conveys its personality, tone, and core essence, creating meaningful connections through shared memories, emotions, and experiences Visual identity graphic design plays a crucial role in this process by developing the visual elements that serve as the face of the brand, effectively communicating its unique identity to the audience.
Designers that specialize in visual identity graphic design collaborate with brand stakeholders to create assets like logos, typography, color palettes and image libraries that represent a brand’s personality
Visual identity graphic designers should have a comprehensive understanding of all types of graphic design to create versatile design elements suitable for various visual media They must possess strong communication, conceptual, and creative skills, combined with a passion for researching industries, organizations, trends, and competitors to develop impactful and cohesive brand identities.
Graphic design is often associated with marketing and advertising, as visually engaging content plays a crucial role in capturing the target audience's attention Effective marketing strategies rely on compelling graphic design to influence consumer decision-making and drive brand awareness Organizations utilize professional graphic design to enhance communication, promote their products or services, and establish a strong visual identity that resonates with their audience.
Marketing designers collaborate with company owners, managers, and marketing professionals to develop essential assets for effective marketing strategies They may specialize in specific media such as vehicle wraps or magazine advertisements or create a diverse range of collateral across print and digital platforms Their expertise ensures visually compelling and cohesive branding materials that enhance marketing campaigns across various channels.
Marketing designers must possess strong communication, problem-solving, and time management skills to succeed Proficiency in graphic design, layout, and presentation applications is essential, along with familiarity with print and online production processes Entry-level roles provide valuable opportunities for new designers to learn industry workflows, gain practical experience, and develop their skills for a successful career in marketing design.
Signage and trade show displays
Social media ads, banners and graphics
Images for websites and blogs
A user interface (UI) is the point of interaction between users and devices or applications, making its design crucial for creating a seamless user experience UI design involves crafting intuitive and visually appealing interfaces that enhance usability and accessibility In graphic design, UI design emphasizes the visual elements such as buttons, menus, and micro-interactions to ensure an engaging on-screen experience A skilled UI designer balances aesthetic appeal with technical functionality to deliver a user-friendly digital environment.
UI designers specialize in creating visually appealing and user-friendly interfaces for desktop applications, mobile apps, web platforms, and games They collaborate closely with UX designers, who focus on optimizing the overall user experience and functionality, and UI developers, responsible for translating designs into working code This teamwork ensures the development of intuitive, efficient, and engaging digital products that meet user needs and business goals.
UI designers are essential team players with strong graphic design skills and a comprehensive understanding of UI/UX principles, responsive design, and web development They should possess proficiency in graphic applications and have knowledge of programming languages such as HTML, CSS, and JavaScript to create effective and user-friendly interfaces.
Publications are long-form pieces that communicate with an audience through public distribution They have traditionally been a print medium However, there’s recently been a significant rise in digital publishing
Graphic designers specializing in publications collaborate with editors and publishers to develop engaging layouts that feature carefully chosen typography and complementary artwork, including photography, graphics, and illustrations They may work as freelancers, members of creative agencies, or as in-house designers within publishing companies.
Examples of UI graphic design Web page design
Theme design Game interfaces App design Images for websites and blogs
Examples of Publication graphic design Books
Newspapers Newsletters Directories Annual reports Magazines
Publication designers must possess excellent communication, layout and organizational skills In addition to graphic design expertise, they need to understand color management, printing and digital publishing
Packaging is essential for protecting and preparing products for storage, distribution, and sale Well-designed packaging also serves as a powerful marketing tool by directly communicating with consumers Each box, bottle, bag, can, or container offers an opportunity to tell the story of a brand and strengthen its identity Effective packaging design enhances brand visibility and influences purchasing decisions, making it a crucial element in product marketing strategies.
Packaging designers create concepts, develop mockups and create the print-ready files for a product This requires expert knowledge of print processes and a keen understanding of industrial design and manufacturing
Packaging designers are versatile professionals who may specialize in specific packaging types, such as labels or beverage cans, or focus on particular industries like food or children’s toys They require strong conceptual and problem-solving skills, coupled with expertise in print and industrial design, to create effective packaging solutions Successful packaging designers must be adaptable to meet the evolving needs of clients, marketers, and manufacturers, while staying informed about current industry trends.
TYPES AND PRINCIPLES OF DESIGN
Nội dung bài 2 cung cấp cho sinh viên các kiến thức và thuật ngữ chuyên ngành thiết kế đồ họa, liên quan đến màu sắc trong thiết kế
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến màu sắc trong thiết kế
- Nghe hiểu về màu sắc trong thiết kế
- Thuyết trình về màu sắc yêu thích và ý nghĩa của màu sắc trong truyền thông
Work in pairs and discuss about these question:
• What are your favorite colors? What color do you like the most? Why?
• Do you think colors have their own meaning? What kind of emotions/feelings does the color arouse? Give some examples
• Think about some situations which one color has very different meanings (For example, in some countries, this color means good but in others, it means bad)
A Match the definitions with corresponding nouns
1 It can show direction, lead the eye, outline an object, divide a space, and communicate a feeling or emotion
2 It is made by connecting lines It is a self-contained defined area of geometric or organic form
3 It can be described with the words hue, value and intensity Hue refers to its name, value tells the lightness or darkness of a hue and intensity refers to the brightness or dullness of a hue
4 It is the surface quality of an item It is how something feels when touched
5 It refers to the area that a shape or form occupies It can be defined as positive or negative
6 You feel it in music but it is also a part of things you see It allows the eye to move from one part of a design to another part
7 It refers to the relationship between one part of a design and another part or to the whole design It is a comparison of sizes, shapes and quantities
8 It is the quality that draws your attention to a certain part of the design first
9 It gives a feeling of stability
10 When things look right together, you have created it Lines and shapes that repeat each other show it
Understanding the elements and principles of design is essential for creating visually appealing compositions Key elements include hue, value, and intensity, which influence the color and depth of a design; shapes such as circle, square, triangle, and freeform that define the structure; and textures like smooth, soft, glossy, rough, and matte that add tactile quality Design principles involve arrangements like horizontal, vertical, dotted, zig-zag, jagged, wavy, curved, straight, and diagonal lines to create movement and balance Additionally, symmetry and formal balance play vital roles in achieving harmony and order within a design.
COLOR IS A POWERFUL BRANDING TOOL
Companies utilize color to convey their brand identities, enhancing recognition and customer loyalty Color evokes emotions and plays a vital role in advertising by setting the desired mood, making it a powerful marketing tool For instance, Tiffany’s signature turquoise blue is trademarked, underscoring its significance in distinguishing the brand from competitors Effective use of brand colors can significantly boost brand visibility and consumer recall.
When we hear a company name IBM we think of security and reliability A synonym for IBM is Big
The color blue in branding symbolizes reliability and confidence, serving as a key brand attribute that effectively communicates trust to customers Most logos feature a single color, predominantly a primary hue like blue, which simplifies emotional associations and enhances brand recognition While some logos incorporate two colors, it is uncommon to see more than two, ensuring the design remains clear and impactful This minimalist color approach helps brands create strong, memorable emotional connections with their audience.
Together the eyes and brain produce a cognitive and emotional response to each color Because of this, colors themselves take on meanings The exact meaning is often a cultural understanding and can have multiple meanings across cultures In the UK, white is considered pure and positive but in China, white is used in mourning, symbolizing heaven Red is often used to symbolize strength and life, but is taboo in financial communities of Europe or the USA Color meanings in the North America, Canada, and Western Europe for green are health, wealth and nature while reds express passion, excitement or danger
1 Why is color an important marketing element?
2 Why did IBM choose blue as their brand color?
3 Why are color associations and meanings not the same across cultures?
Can you attribute a color to each line of characteristics?
Discover McDonald's latest 2010 campaign, showcasing their new marketing strategy aimed at revitalizing their brand image The company is actively transforming its image across Europe and the USA to attract more customers by emphasizing healthier product options This innovative advertising effort highlights McDonald's commitment to offering healthier choices while maintaining their signature appeal.
1 What is the company trying to convey as the main message?
2 How is color symbolism used to help with sending the main idea across?
4 How about the quality of the commercial make as such?
5 Imagine if we change colors of famous company logos (For example, Coca- Cola to purple, Apple to pink, Ferrari to green), think about the consequence and share your opinion
You will read one of the paragraphs below Prepare to sum up the main idea; you will share it with other students in a group later
Where colors can make your company more visible
When selecting signage locations, consider both interior and exterior spaces, utilizing bright or unusual colors as eye-catching accents If your signature color is too dark for the wall, lighten it or reserve it for trim to maintain visual balance Effective placement and color choice enhance visibility and branding cohesion across your signage.
Employee uniforms or dress codes serve as natural extensions of your brand, so coordinating them can enhance your overall branding efforts Many successful companies have adopted coordinated uniforms, which not only strengthen brand recognition but also help customers easily identify employees within your location Implementing a consistent dress code creates a professional image and improves customer experience, making it clear who the staff are amidst busy shopping environments.
Many companies highlight their brand colors on outdoor signage, but often neglect indoor signs like memos and location signs Since these are usually printed in-house, updating colors is simple, allowing for consistency across all communication channels Incorporating your brand’s colors and fonts in all signage and printed materials strengthens brand recognition and creates a cohesive branding experience Consistent use of brand colors indoors and outdoors enhances visibility and reinforces your company's identity at every touchpoint.
Effective product packaging is essential for strengthening brand recognition; incorporating your brand colors and logo into packaging and store bags ensures your brand reaches customers' homes and extends visibility to a wider audience Using consistent branding on packaging not only enhances recognition but also introduces your logo to new viewers, increasing brand awareness and recall.
A strong brand is essential to effective marketing, yet many small businesses neglect to incorporate their brand colors into their advertising efforts Using brand fonts and colors consistently across all platforms—such as your website, email signatures, blog, social media pages, business cards, and press releases—strengthens brand recognition Integrating these visual elements everywhere ensures a cohesive brand identity, which positively impacts your business's visibility and reputation There is no reason not to make these updates, as they significantly enhance your branding and marketing success.
Look for a company with a strong color identity and prepare to describe it in the class next week Bring pictures if possible
MEDIA AND ADVERTISING
Bài 3 cung cấp kiến thức và thuật ngữ chuyên ngành thiết kế đồ họa cần thiết cho sinh viên Nội dung chú trọng đến các yếu tố liên quan đến lĩnh vực truyền thông và quảng cáo, giúp sinh viên hiểu rõ hơn về các khái niệm cốt lõi trong ngành Việc nắm vững thuật ngữ và kiến thức này sẽ hỗ trợ sinh viên phát triển kỹ năng sáng tạo, nâng cao khả năng ứng dụng trong các dự án truyền thông và chiến dịch quảng cáo hiệu quả.
Sau khi học xong bài này, sinh viên có khả năng:
- Đọc hiểu các tài liệu liên quan đến truyền thông và quảng cáo trong thiết kế
- Nghe hiểu cách xây dựng một website
- Thuyết trình về phương tiện truyền thông quảng cáo
Listen to a short conversation with Melissa and answer the following questions:
1 What is the main reason for Mellissa to buy something?
2 What types of products does Melissa buy under advert influence?
3 What is the word she uses for advertisement?
4 What example association does she give when talking about red and yellow?
5 Can you estimate Melissa’s age and origin?
Match the definitions below with the right advertising or a promotional strategy
List some types of advertising media you know Which one do you think is the most effective? Which one is not?
Attach the right media to the descriptions below Can you think of any more advantages or disadvantages of the given media in relation to your type of work?
Description of the different types of media with the advantages and disadvantages: YELLOW PAGES ON THE INTERNET TELEVISION NEWSPAPERS RADIO MAGAZINES
1 A method of sales which uses pressure on distributors
2 Advertising at the point of sale
3 Advertising for a whole sector, such as tourism, rather than for a specific product
5 Promotion strategy based on getting the customer’s attention and interest, then desire for the product, then action
6 A selling style based on identifying and meeting the customer’s needs
7 A sales-oriented selling style, using high pressure and persuasion, discounts and free services
8 All forms of advertising except mass media advertising
TYPES OF PROMOTION AND ADVERTISING
Which types of media do you see to stand up the most in future? Prepare good arguments to support your view
You will hear two friends discussing ideas about building a website Listen and answer the questions below
1 What program to build websites was named? Do you know any other types?
2 If you don’t want to pay for your website, what will they put on your pages?
3 What is the proper word to refer to the speed of your internet connection?
4 What is the difference between a hit and a unique viewer?
5 How do you call the frequency of page visits or the number of times a page or different pages are pulled up?