Graphic Design

Student workbook

2

ii Graphic Design

Contents

Unit 1 Page 1Unit 2 2Unit 3 3Unit 4 4Unit 5 5Unit 6 6Unit 7 7Unit 8 8Unit 9 9Unit 10 10Unit 11 11Unit 12 12Unit 13 13Unit 14 14Unit 15 15Unit 16 16Unit 17 17Unit 18 18Answer Key 19

1Graphic Design

1 Find ten words relating to graphic design. The words read from left to right (→) and top to bottom (↓).

drawing sketching creativity discipline technical style talent listener ideas spelling

2 Put the words in the correct order to make questions.1 to be website when ready want you the do 2 image that i shall resize 3 text going proofread this who is to 4 loading why isn’t page this

3 Read the text and answer the questions.A graphic designer works to a brief that has been agreed with the client or account manager. They develop creative ideas and concepts. They have to choose the appropriate media and style to meet the client’s objectives. Graphic designers have to show creative flair, as well as keeping up with changes to industry software, and maintaining a professional approach to time, costs and deadlines.

1 What does a graphic designer work to? 2 What do graphic designers develop? 3 What term in the text means ‘artistic approach’?

4 Underline the correct form of the words in the sentences.1 This printer cartridge is empty/ emptied.2 The photographer is an America/ American.3 Can I use your mice/ mouse please?4 We should make the design more colour/ colourful.5 He is a good custom/ customer.

1 a s d r a w i n g cd l i s t e n e r rs t s t y l e y l et e c h n i c a l aa s i d e a s f g tl s p e l l i n g ie v l l l e r t s vn w i q m n o p i it s n g r o i s t ts k e t c h i n g y

1 Match the terms (1–5) with the definitions (a–e).1 image editor a changing an image by making it larger or smaller2 red eye b make an image clearer3 rotate and crop c make an image smaller and change its direction4 sharpen d caused when a camera flash is used5 resizing e software that allows the process of altering images

2 Complete the text with the words listed below.

tool natural photograph software eyes redness

You can use 1 to remove red eye. Using the sponge 2 you paint inside the affected area. This causes the 3 to slowly fade. You can use the tool on both 4 if they are both affected. You can judge whether the tool is working by looking at whether or not the eyes look their 5 colour in the 6.

3 Read the text and answer the questions.Greyscale is an image-editing tool. You can convert colour images to black and white. It gives the image a classic, timeless look. Sepia is another technique, but this provides warm brown tones. Originally it was a method of film developing that removed the silver from a negative to prevent the image from fading. The result was that instead of providing a black and white image, it produced a sepia one instead.

1 What was removed from the negatives causing sepia images? 2 Greyscale and sepia are examples of what? 3 What do these two techniques produce?

4 Match the digital touch-up techniques (1–5) with the descriptions (a–e).1 cloning a trimming of unwanted parts of the image2 cropping b selecting a common line and saturation level3 colour adjusting c sampling a section of the image to replace another section4 enhancing/sharpening d adjusting blurred areas of the image5 exposure adjusting e changing the colour or contrast

2 Graphic Design

2

1 Match the terms (1–5) with the descriptions (a-e).1 resolution a a step in the prepress printing process2 thumbnail b a piece of graphic design software3 typeface c the design for a set of fonts4 photoshop d reduced size images5 imposition e this is measured in pixels

2 Read the sentences and make the appropriate corrections.1 My father is, arriving from Mexico next week. 2 Will you pick him up at Jorge Chavez airport. 3 he said he would bring Me my birthday present a new laptop.

3 Correct the spelling errors in the sentences.1 Did you beleive the story about the bussiness? 2 You mite like to visit us tomorow. 3 The Peruvians sellabrate independance on Juli 28. 4 In Peru votting is compulsory for all cittyzens aged 18 to 70.

4 Complete the text with the words listed below.

electronic Adobe Pagemaker software publishing QuarkXpress

Desktop publishing 1 is a tool for graphic designers to create visual communications, as well as for online or on-screen 2 publishing. The term desktop 3 was first used to describe Aldus (now 4) and among professional designers refers mainly to high-end page layout software applications including Adobe InDesign and 5.

3Graphic Design

3

1 Find ten words relating to offset printing. The words read from left to right (→) and top to bottom (↓).

diazo coating halide silver inorganic conductor thermal direct hybrid inkjet

2 Complete the sentences with the words listed below and draw the time on each clock.

finish shift late early leave overtime

1 My starts at 8.00am.

2 It’s 9.00am! I’m for work.

3 I work at 5.00pm.

4 I started work today at 7.30am.

5 I am working tonight. I won’t finish work until 9.00pm.

6 I my house at 6.30am to catch the bus.

3 Complete the table of advantages or disadvantages of offset printing with the issues listed below.

high quality image slightly inferior image quality quick and easy longer plate life chemical oxidation time to create plates cost of creating plates lower cost easy adjustment not ideal for short print runs

Advantages Disadvantages

High quality image

4 Rearrange the words to make sentences about the working week.1 work/ enjoy/ company/ I/ it/ working/ here/ is/ to/ a good/ for 2 shift/ changes/ My/ pattern/ weekly

4 Graphic Design

4 a s f d d i a z o cr t y i n k j e t oi n o r g a n i c ng h j e k l o p u dt r e c v b h m k uq w r t c v a n b ct h e r m a l c u tp o c o a t i n g os h y b r i d i n rs r s i l v e r e r

1 Match the types of ink (1–3) with the descriptions (a–c).1 etterset a used on direct imaging presses and are heat resistant2 waterless b used in lithographic presses and are quite new3 single fluid c used for presses that do not have dampening systems

2 Complete the sentences with the correct form of the verbs in brackets.1 Dampened rollers apply water which covers the blank portions of the plate, but is

(repel) by the emulsion of the image area.2 If the image was (transfer) directly to paper it would create a mirror image and the

paper would get too wet.3 The plate rolls against a cylinder covered with a rubber blanket, which (squeeze) away

the water, picks up the ink and transfers it to the paper.

3 Read the text and answer the questions.Silver halide plates use photosensitive coatings similar to those in photographic film. The silver halide emulsions are slower and for colour reproduction they are coated on anodized aluminium. The processing solutions contain silver which must be used with the proper equipment before being poured into the drains. Film based silver halide plates are used for single colour printing and metal based silver halide plates are used in computer-to-plate systems.

1 What is the silver halide plate coated on? 2 Which type of plate is used for single colour printing? 3 Which type of plate is used for computer-to-plate systems?

4 Complete the table of verbs and nouns.

Verb Noun

to 1 adaptation

to 2 approval

to assemble 3

to conceive 4

to 5 design

to develop 6

to produce 7

to 8 specification

5Graphic Design

5

1 Complete the table of adjectives and adverbs.

Adjectives Adverbs

1 careful

2 clearly

3 early

4 fast

5 freshly

6 good

7 hard

8 immediate

2 Complete the sentences with at, in or on.1 Are you available for overtime Friday?2 We have an important presentation to prepare. We need to ask staff if they can work

the weekend.3 Is the client coming today?4 Our staff meeting starts 2.00pm.5 I have a few minutes, but I need to leave for a meeting 15 minutes.6 I am not working next week. I am going holiday.

3 Read the text and answer the questions.The invention of the printing press is attributed to the German Johannes Gutenberg in around 1440. He was a goldsmith. He developed a complete printing system including a hard mould that made it possible to create metal movable type. This allowed the mass production of books for the first time. A contemporary printing press could produce 3,600 pages per day.

1 What nationality was Gutenberg? 2 What was his profession? 3 How many pages can a contemporary printing press produce per day?

4 Complete the table with the expressions of quantity listed below. Some expressions are used twice.

a lot of a little any many a few much lots of some

6 Graphic Design

6

Adjectives Adverbs

9 late

10 patient

11 politely

12 quick

13 quietly

14 regular

15 seriously

16 slow

I’ve got ... I haven’t got ...

a lot of a lot of

1 Complete the sentences using the appropriate tense of the word in brackets.1 When I (arrive) at work this morning, I was (prepare) for a very busy day.2 By the time I made it to the office, the meeting (begin, already) without me. My

supervisor (be) very angry.3 Since I began working here, I have (perform) several jobs. Now I am (charged)

of training.

2 Complete the text with the words listed below.

advertisements image design logos colour

Common uses of graphic design include 1 and branding, websites, publications, 2 and packaging. Packaging might include a logo, text and 3 elements such as

shapes and 4 which bring together an overall 5.

3 Graphics packages allow you to:draw graphics add text change tools change attributes scale the graphic rotate the graphic

Which features have been used to change picture 1 to picture 2?

4 Complete the sentences with the words listed below.

connect connected connecting connections connectivity connection

1 is an important concept in global communications.2 He only got that contract because he has in the government.3 Make sure the is not loose before you call a service technician.4 Once the new telephone lines are , our system should be more efficient.5 How do I my computer to the wireless network?6 If you’re having problems wirelessly you need to configure your wireless network.

7Graphic Design

7

Surefast InsuranceSurefast Insurance

whatever the problem!

1 2

1 Complete the sentences with at, in or on.1 He was working today but he’s probably home now.2 Goodbye, I’ll be back the morning.3 The customer will see you noon.4 The inks are the shelf.5 my opinion, we should finish the job now.

2 Complete these sentences with the correct form of the verb: infinitive or –ing form of the verbs in brackets.

1 He objected (pay) for expensive telephone calls for Internet access.2 He tried to (hack into) the system without (know) the password.3 You needn’t learn how to (program) in HTML before (design) webpages.4 I look forward to (input) data by voice instead of (use) a keyboard.

3 Find eight words relating to location. The words read from left to right (→) and top to bottom (↓).

turn right left parallel above under over opposite

4 Complete the sentences with will have to or will be able to and the verbs listed below. They may be positive or negative.

access work take on meet protect start

1 We our computer system against hackers.2 Digital communication means that more people from home.3 My computer has just crashed. I that presentation all over again.4 The IT department is carrying out important work over the weekend so staff their

email accounts.5 I’m free on Thursday so I you for lunch.6 If the online business continues to grow, they more staff.

8 Graphic Design

8

v b u n d e r h o yt q w e s r d b p pu v j r i g h t p ar j h g y t y n o rn x o g b h n u s aa v v d l t r v i lz a e d e v a r t lx x r u f f k u e ez w o c t a k b i ld v e e r a b o v e

1 Match the terms (1–5) with the definitions (a–e).1 bleed a the design or look of letters2 copy b a close to reality example of a product3 gradient c the main text4 mock – up d fade from one colour to another5 typeface e part of a printed document that is outside the bounds of the final page

2 Match the 5 principles in the diagram with the definitions below.1 enduring, not of the moment 2 easily adapted 3 suitable or fitting for a particular purpose 4 easy to understand 5 easily remembered

3 Complete the text with the words listed below.

matching shades colours reproduction match printed

The Pantone Colour 1 System is a standardized colour 2 system. By standardizing the 3, different manufacturers in different locations can all refer to the Pantone system to make sure colours 4. The Pantone Guides consist of a large number of thin cardboard sheets, 5 on one side with a series of related colour swatches and then bound into a small pad. For example, a page might contain a number of blues of varying 6.

4 Find eight words relating to design. The words read from left to right (→) and top to bottom (↓).

strategy concept design branding identity logo create visual

9Graphic Design

9

d e s i g n a t o ia o t t u n u p v du q r n p o a t i en a a u l o g o s no u t p a t q n u tc r e a t e o p a iq n g a t p n u l to a y t q u q p n ya b r a n d i n g op t a c o n c e p t

5 Principles of Effective Logo Design

Simple

Versatile

Memorable Timeless

AppropriateEffectiveLogo Design

1 Read the text and answer the questions.The term graphic design is said to have been created in 1922 by the designer, illustrator and artist William Dwiggins (1880-1956). Today graphic design can be art itself, or more commonly the creating of attractive designs, particularly for advertising and marketing. Graphic design aims to enhance knowledge and visual messages by improving the overall layout of text and images. Computers have become a vital tool, but many creators still prefer to use traditional methods.

1 Which two industries rely on graphic design to get messages across to customers? 2 When did Dwiggins die? 3 Graphic designers aim to enhance knowledge and visual messages. How is this done?

2 Complete the sentences using yesterday, today or tomorrow.1 Tell the courier the package is urgent. It needs to be delivered .2 I saw the clients morning.3 I can’t do it today. I’ll do it first thing .4 I am out of the office tomorrow, so please send me the files .5 I’m going to deliver it night.

3 Complete the dialogue with the words listed below.

client capacity logo work opportunity

Victor: We have been contacted by Fab Fizzy Inc; they want to discuss the development of a 1 for a new product.

Marcel: That’s fantastic! They are a huge 2; this could be great for our firm.Victor: I know, but they want to 3 really quickly on this – I’m not sure we have the

4 to do it.Marcel: We’ll have to make time and take on more staff. We can’t turn down this 5.

4 Complete the sentences with the correct pronoun in brackets. 1 If you happen to see your colleagues later, give (him/ her/ them) my best regards.2 He said so (his self/ herself/ himself).3 This option is too expensive for (them/ us/ we). We cannot pay that price.4 I will do my work and they will do (theirs/ theres/ their).

10 Graphic Design

10

1 Read the text and answer the questions.Technical illustration is the use of drawings or diagrams to visually communicate information of a technical nature. The main aim of technical illustration is to generate expressive images. These images must convey certain information effectively. Many computer programs are used to create technical illustrations, including some 3D computer graphics software.

1 What kind of information is communicated using technical illustration? 2 What is the main aim of technical illustration? 3 What must technical illustration images convey?

2 Match the pre-press tasks (1–5) with the descriptions (a–e).1 cody-editing a composing text using types2 typesetting b checking text for errors3 marking up c adjusting images4 proof reading d formatting and checking text5 screening e giving instructions on how text is to be displayed

3 This job description for an illustrator has spelling mistakes. Underline the mistakes and write the correct spellings.

1 Liaising with client, editors and to understand and interprete their needs. 2 Thinking creatively and using immagination. 3 Providing ruffs for approval. 4 Working to a brief within a set timescale and to tight deedlines. 5 Drawing, painting and using design pakages.

4 Match the text styles listed below with the examples.

Italic bold underlined superscript uppercase

EXAMPLE Example Example Example Example

1 2 3 4 5

11Graphic Design

11

1 Label the picture with the typographic terms listed below.

sans serif font ascender serif font descender point size cap height

1 2 3 4 5 6

2 Complete the sentences with the correct form of the verbs in brackets.1 The software package I use for photo (edit) is great.2 We need to (creating) a logo that is eye-catching.3 The client has asked that we (designing) several versions of the logo.4 I can start (upload) the images straight away.5 We need to set up a meeting so we can (briefing) the design team.

3 Complete the text with the words listed below.

listen understand communicate problem ideas effectively

A Prepress Technician has to be able to see details at close range. They have to do this in order to perform their job 1. They need the ability to 2 and to 3 information and

4 presented through the spoken word. They also have to be able to tell when something is wrong or is likely to go wrong in the future. The job does not always involve solving a particular

5, only recognizing there is a problem. The individual also needs to be able to 6 information and ideas when speaking so others will 7.

4 Match the terms (1–5) with the descriptions (a–e). 1 company profile a demographic breakdown of customers2 target audience b evaluation of business3 message c synopsis of current business4 budget d what do you want to communicate?5 market position e how much money is there to spend?

12 Graphic Design

12

Typography1 2 3 4

5 6

1 Label the pictures with the words listed below.

ruler pencil pantone chart brush compass

1 2 3 4 5

2 Match the terms (1–5) with the definitions (a–e).1 surveys a offering new products for people to try2 focus groups b watching and filming people’s behaviour3 personal interviews c groups of people discussing scripted questions4 observation d questionnaires and telephone calls5 field trials e one-to-one interviews

3 Find eight words relating to processes. The words read from left to right (→) and top to bottom (↓).

first finally combined created ready next select then

4 Read the text and answer the questions.

Pre-press jobs have been greatly affected by changes in technology. Many of the older methods have been replaced by computerized digital imaging technology. This technology allows pre-press technicians to receive material via a computer file. After that they can format the material into pages using an electronic page layout system. A copy of this can be generated and used as a proof for checking.

1 What has replaced many traditional pre-press tasks? 2 How do pre-press technicians receive material? 3 What is the purpose of a proof?

13Graphic Design

13

e r b l h v a c k xo f i r s t e r m as i p e h j l e k be n c a o e v a x pl a k d d b n t q re l d y j e n e x tc l a l h i h d p ct y u r v b o p k ah r e x t h e n c le c o m b i n e d b

1

4

2

5

3

1 Write the numbers as words.1 25 2 140 3 82 4 1,567 5 250,000

2 Complete the sentences with should have or shouldn’t have and the correct form of the verb.1 Helena didn’t check the estimated costs. Her project went seriously over budget

Helena the estimated costs.

2 Eduardo criticized his secretary in front of other members of staff. They were very embarrassed. Eduardo his secretary in front of other members of staff.

3 Guillermo used Susana’s computer without asking her. Guillermo Susana’s computer without asking her.

3 Complete the text with the words listed below.

client delivery focus detailed schedule concept

All graphic design projects require a 1 design brief. There are two main reasons for this:

• It ensures the 2 knows exactly what they want to achieve from the project• It acts as a point of reference for designers, forming the 3 of their work

The designer should have a detailed and realistic 4 of how the client wants the project to proceed and should consider the following phases:

• Consultation (research, strategy)• Creation ( 5 and design development)• Production (artwork and print procurement)• 6 (file handover)

4 Read the text and answer the questions.

Logos need to be able to be reduced in size and still be recognizable. It should be possible to photocopy them or reproduce them in greyscale (in black and white). The shape is important; it should normally have the same height and width. Logos should be representative of the organization and the employees. They should also appeal to the target market. Logos represent the identity of the organization, so it is important to know how and where the logo will be used.

1 What does greyscale mean? 2 What does a logo need to represent? 3 What advice is given about the shape?

14 Graphic Design

14

1 Match the beginning of a sentence (1–5) with its ending (a–e). 1 I worked very hard a if you don’t try hard.2 you won’t succeed b because the MD was called away.3 the meeting was cancelled c for clarification on the brief.4 I called the client d and deserved my promotion.5 the majority of our design work e is created electronically.

2 Read the text and answer the questions.Teamwork is a joint action by a group of people. Each person in the group subordinates his or her individual interests and opinions to the unity and efficiency of the group. This does not mean that the individual is not important. It means that effective and efficient teamwork goes beyond individual accomplishments. Effective teamwork comes about when all the individuals involved harmonize their contributions and work towards a common goal.

1 What is teamwork? 2 What does effective and efficient team go beyond? 3 When does effective teamwork come about?

3 Complete the sentences using during or while. 1 We met the conference.2 The news came through that we had won the contract I was at lunch.3 I was an intern here my summer vacation, that’s how I got the job.4 I wrote the brief my lunch hour.5 I will be looking after your account my colleague is on maternity leave.

4 Read the email and answer the questions.

15Graphic Design

15

From: Hugo MorelTo: Alexandra Macdonald; Emma McIntyreSubject: Meeting about Fab Fizzy Logo Design

HiI wonder if we could meet this week to discuss the design brief? I am out of the office on Wednesday morning and Friday afternoon. Shall we meet in my office?BestHugo

1 Who is requesting the meeting? 2 Who has been asked to attend the meeting? 3 Where will the meeting be? 4 What is the meeting about? 5 On which days is Hugo available to attend the meeting at any time?

1 Match the terms (1–5) with the definitions (a–e).1 gradient a the positioning of a body of text2 leading b the vertical spacing between lines of text3 outline c tracing of the outer edge of text or a graphic image4 alignment d gradual transition of colours5 drop shadow e creating a shading offset behind a selected image

2 Complete the crossword with the noun form of the verbs.Across1 clarify5 satisfy6 explain8 deliver

Down2 assist3 pay4 offer7 order

3 Match the presentation terms (1–5) with the descriptions (a–e).1 tone a those watching or listening to a presentation 2 handout b practising the presentation3 audience c feeling of a presentation4 rehearse d paper summary of the presentation5 persuasive e something that convinces others

4 Put the words in the right order to make typical ‘call centre’ sentences and questions. In each sentence there is one word that you do not need.

1 just things need clarify a We few to must . 2 anything so far clear everything Is ? 3 far you done tell what Could you’ve explain so ?

16 Graphic Design

16

1 2

3 4

5

6 7

8

1 Complete the sentences using fewer or less.1 We need to spend money on this project – we are going over budget.2 The company restructure means we have employees.3 This new software is far complicated than the old one.4 We’d buy it if it were expensive.5 I am sure I had days off work last year.

2 Read the text and answer the questions.

When a business enters into a relationship with a designer they must both agree a number of important items. A prime consideration is the budget available to the designer. The business will have to take into account their internal resources required, as well as agreeing with the designer how any additional costs will be handled. The designer will provide an estimate, but it will have to be agreed whether this is a fixed price, an hourly rate or a ‘price not to exceed’ figure.

1 What considerations does the business have to take into account? 2 What would a designer provide to the business? 3 What are the three payment methods mentioned in the text?

3 Find ten words relating to budgets. The words read from left to right (→) and top to bottom (↓).

calculate record categories plan adjusting spending expenses data saving reduce

4 Complete the table with the items listed below.

customer pays for a service receiving a bank loan interest on savings tax refund buying new software rent tax purchasing a computer

17Graphic Design

17

a s d f g h y u a cs p e n d i n g d aa d x s d r e r j tv y p l a n h e u ei n e m t o p d s gn e n c a r t u t og c s v e w s c i ra r e c o r d e n ib n s y u i o w g ec a l c u l a t e s

Income Expenditure

receiving a bank loan purchasing a computer

1 Complete the sentences about successful customer meetings with do or don’t.1 prepare for your meeting.2 make sure you know about all your products or services.3 take control of the discussion. let the customers decide what they talk

about and when they talk about it.4 give customers only the information they want. overwhelm them with

extra information that they don’t really need.

2 Read the text and answer the questions.Graphic design employers often provide in-house or external training in specific aspects of the job, such as presentation skills. Graphic designers are expected to keep up to date with the latest trends in the industry. Junior designers can progress in a number of ways in a business, or they can join a creative agency. Graphic designers can also specialize in a particular field, such as packaging or magazine design. Many designers work on a freelance basis and there may be opportunities for experienced designers to work in different countries, for example in Europe or the United States.

1 What are graphic designers expected to keep up to date with? 2 What particular fields might a graphic designer specialize in? 3 What basis do many graphic designers work on?

3 Complete the sentences with the missing prepositions. 1 The office opens 7.30 a.m. 2 Our company will hold its AGM July 21st. 3 Today’s staff training session will be 2.00 3.00 p.m. 4 What time do you finish work Tuesday? 5 Can you come to a meeting 11.00 Tuesday?

4 Find ten words relating to planning. The words read from left to right (→) and top to bottom (↓).

goals order action plan realistic review specific priority complex task list action

18 Graphic Design

18

g u a r d o a p s ao r d e r a s r s ca c t i o n d i p tl a s d f r e o e is t a t e n m r c oc o m p l e x i i nt a s k l i s t f p

w o r k s t a y i lr e a l i s t i c ar e v i e w a s d n

19Graphic Design

Answer Key

UniT 11 d r a w i n g c

l i s t e n e r rs t y l e e

t e c h n i c a l aa i d e a s tl s p e l l i n g ie l vn i it n ts k e t c h i n g y

2 1 When do you want the website to be ready? 2 Shall I resize that image? 3 Who is going to proofread this text? 4 Why isn’t this page loading?

3 1 A brief 2 They develop creative ideas and concepts 3 Creative flair

4 1 empty 4 colourful 2 American 5 customer 3 mouse

UniT 21 1 e 2 d 3 c 4 b 5 a

2 1 software 4 eyes 2 tool 5 natural 3 redness 6 photograph

3 1 Silver 2 Image editing 3 Classic, timeless look

4 1 c 2 a 3 b 4 d 5 e

UniT 31 1 e 2 d 3 c 4 b 5 a

2 1 My father is arriving from Mexico next week. 2 Will you pick him up at Jorge Chavez airport? 3 He said he would bring me my birthday present, a

new laptop.

3 1 Did you believe the story about the business? 2 You might like to visit us tomorrow. 3 The Peruvians celebrate independence on July 28. 4 In Peru voting is compulsory for all citizens aged

18 to 70.

4 1 software 4 Adobe Pagemaker 2 electronic 5 QuarkXpress 3 publishing

UniT 41 d d i a z o c

i n k j e t oi n o r g a n i c n

e dc h ut a c

t h e r m a l tc o a t i n g o

h y b r i d rs i l v e r

2 1 shift 4 early

2 late 5 overtime

3 finish 6 leave

3 Advantages Disadvantages high quality image slightly inferior image quality quick and easy chemical oxidation longer plate life time to create plates lower cost cost of creating plates easy adjustment not ideal for short print runs

4 1 I enjoy working here; it is a good company to work for.

2 My shift pattern changes weekly.

UniT 51 1 c 2 a 3 b

2 1 repelled 3 squeezes 2 transferred

3 1 Anodized aluminium 2 Film based silver halide plates 3 Metal based silver halide plates

4 1 adapt 5 design 2 approve 6 development 3 assembly 7 production 4 conception 8 specify

UniT 61 1 carefully 9 late 2 clear 10 patiently 3 early 11 polite 4 fast 12 quickly 5 fresh 13 quiet 6 well 14 regularly 7 hard 15 serious 8 immediately 16 slowly

2 1 on 2 at 3 in 4 at 5 in 6 on

Answer Key

20 Graphic Design

3 1 German 2 Goldsmith 3 3600

4 I’ve got… I haven’t got… a little any a few many lots of much some lots of a lot of a lot of

UniT 71 1 arrived/ prepared 2 had already begun/ was 3 performed/ in charge

2 1 logos 4 colour 2 advertisements 5 image 3 design

3 draw graphics scale the graphic add text rotate the graphic change attributes

4 1 connectivity 4 connected 2 connections 5 connect 3 connection 6 connecting

UniT 81 1 at 2 in 3 at 4 on 5 in

2 1 paying 2 to hack into/ knowing 3 to program/ designing 4 inputting/ using

3 u n d e r ot p pu r i g h t p ar o rn o s a

v l i le e t lr f e e

t lr a b o v e

4 1 will have to protect 2 will be able to work 3 will have to start 4 won’t be able to access 5 will be able to meet 6 will have to take on

UniT 91 1 e 2 c 3 d 4 b 5 a

2 1 d 2 a 3 e 4 b 5 c

3 1 matching 4 match 2 reproduction 5 printed 3 colours 6 shades

4 d e s i g n it v dr i ea l o g o s nt u t

c r e a t e a ig l ty y

b r a n d i n gc o n c e p t

UniT 101 1 Marketing and advertising 2 1956 3 By improving the layout of text and images

2 1 today 4 today 2 yesterday 5 tomorrow 3 tomorrow

3 1 logo 4 capacity 2 client 5 opportunity 3 work

4 1 them 3 us 2 himself 4 theirs

UniT 111 1 Information of a technical nature 2 To generate expressive images 3 Correct information

2 1 d 2 a 3 e 4 b 5 c

3 1 interpret 4 deadlines 2 imagination 5 packages 3 roughs

4 1 uppercase 4 superscript 2 bold 5 underlined 3 italic

UniT 121 1 cap height 4 serif font 2 sans serif font 5 descender 3 ascender 6 point size

2 1 editing 4 uploading 2 create 5 brief 3 design

3 1 effectively 5 problem 2 listen 6 communicate 3 understand 7 listen 4 ideas

4 1 b 2 a 3 d 4 e 5 c

UniT 131 1 brush 4 pantone chart 2 compass 5 ruler 3 pencil

Answer Key

21Graphic Design

2 1 d 2 c 3 e 4 b 5 a

3 cf i r s t r

s i e ee n a al a d te l y n e x tc l dt y

t h e nc o m b i n e d

4 1 Computerized digital imaging technology 2 Computer file 3 It is a paper copy of the page layouts used for a

final check before printing

UniT 141 1 twenty five 2 one hundred and forty 3 eighty two 4 one thousand and sixty seven 5 two hundred and fifty thousand

2 1 should have checked 2 shouldn’t have criticized 3 shouldn’t have used

3 1 detailed 4 schedule 2 client 5 concept 3 focus 6 Delivery

4 1 Black and white 2 The organization, the employees and the identity

of the organization 3 They should be the same height and width

UniT 151 1 d 2 a 3 b 4 c 5 e

2 1 It is a joint action by a group of people 2 Individual accomplishments 3 When all individuals involved harmonize their

contributions and work towards a common goal

3 1 during 4 during 2 while 5 while 3 during

4 1 Hugo Morel 2 Alexandra Macdonald and Emma McIntyre 3 Hugo Morel’s office 4 The design brief 5 Monday, Tuesday and Thursday

UniT 161 1 d 2 b 3 c 4 a 5 e

2 Across Down 1 clarification 2 assistance 5 satisfaction 3 payment 6 explanation 4 offer 8 delivery 7 order

3 1 c 2 d 3 a 4 b 5 e

4 1 We just need to clarify a few things. 2 Is everything clear so far? 3 Could you explain what you’ve done so far?

UniT 171 1 less 4 less 2 fewer 5 fewer 3 less

2 1 Internal resources available and how additional costs will be handled

2 An estimate 3 Fixed price, hourly rate or ‘price not to exceed’ figure

3 a cs p e n d i n g d aa x d r j tv p l a n e u ei e t d s gn n a u t og s c i r

r e c o r d e n is g e

c a l c u l a t e s

4 Income Expenditure customer pays for a service buying new software receiving a bank loan rent interest on savings tax tax refund purchasing a computer

UniT 181 1 Do 3 Don’t; Do 2 Do 4 Do; Don’t

2 1 The latest trends in the industry 2 Packaging or magazine design 3 A freelance basis

3 1 at 4 on 2 on 5 at; on 3 from; to

4 g p ao r d e r r s ca c t i o n i p tl o e is r c oc o m p l e x i i nt a s k l i s t f p

y i lr e a l i s t i c ar e v i e w n

acknowledgements

The publisher would like to thank the following for the permission to reproduce photographs: Alamy Images pp6 (Gutenberg press / North Wind Picture Archives), 10 (Piccadilly Circus / Eric Nathan), 13 (brush / Photorek), (colour chart / Mouse in the House); OUP pp1 (graphic designer at work / Blend Images), 13 (ruler / Photodisc), (compass / Photodisc), (pencil / Dennis Kitchen Studio, Inc).

A0011863

www.oup.com