Unit 2 - COMPUTER GRAPHICS AND PACKAGING

A graphic designer working with computers usually uses two file formats when he or she needs to work with images. These file formats  are JPEG for images used on screen and TIFF for images that are to be printed.
The JPEG (Joint Photographic Experts Group) format compresses information so that it can be used for web applications. JPEG is normally used for photographs or for continuous-tone images as well as for paintings of realistic scenes with smooth variations of tone and colour. Sometimes, however, too much compression results in a loss of information and the appearance of artifacts. JPEG may not be as well suited for line drawings and other textual or iconic graphics, where the sharp contrasts between adjacent pixels can cause noticeable artifacts. Nor is it suitable for scientific and medical imaging applications. It shouldn't be used for files that will undergo multiple edits because image quality will be lost each time the image is decompressed and recompressed especially if the image is cropped or shifted or if encoding parameters are changed. Such images may be better saved in a lossless graphics format such as TIFF. The JPEG standard actually includes a lossless coding mode, but that mode is not supported in most products. Another disadvantage is that the format doesn't give you image transparency. However the JPEG compression artifacts blend well into photographs with detailed non-uniform textures.
A TIFF file, instead, stands for Tagged Image File Format. It is a continuous-tone file format for lossless compression of images for print. Normally the files are used in print design and desktop publishing because they can store large, high quality images such as photos. A TIFF file can be a container holding compressed JPEG images and can include a vector-based clipping path (outlines, croppings, image frames). The file can be edited and resaved without losing image quality.

1. Does a graphic designer work with two file formats?

What studies has a packaging designer done? Usually he or she has a degree in industrial design where he or she has studied art history, graphic design, typography and colour theory as well as product design history, theory and creation. Additional benefits are studies in marketing, sustainability and commerce. It's important for a package designer to have a diverse and well-organized portfolio and have work experience with Adobe Creative Suite as well as being able to combine typography, graphics and other design elements. An important asset is the ability to make effective hand-drawn sketches and be proficient in photography. If you are creative, aware of market trends and able to work under tight pressure to meet deadlines then this is the right job for you.
A package designer develops eye-catching, cost-effective and safe packaging for products. Point of departure is always client needs after which the designer then brainstorms, sketches and re-designs his concepts. The packaging is usually attractive. A packaging designer works with accountants, business professionals, copywriters and marketing experts. He must try to meet the requests of a brand and keep in mind the target audience. Sometimes the package designer is employed full-time in the firm, otherwise he works freelance. A package designer may also conduct additional research, meet with suppliers or consumer groups for ideas. Nowadays most package designers use digital drafts to illustrate their ideas. There are various meetings with the client until designer and client are satisfied with the design. After this a prototype is made and if it gets approval will go into production.

Find the synonym for these words in the text.

1. extra  ________
2. different ________
3. merge ________
4. quality ________
5. competent ________  
6. drawings  ________
7. adept ________
8. conscious ________
9. the point in time at which something must be completed ________
10. correct  ________             
11. start ________
12. ideas ________
13. taken on ________
14. carry out ________
15. blueprints ________

1. important  ________
2. diverse  ________   
3. well-organized  ________
4. ability  ________
5. creative  ________  
6. tight ________
7. right ________
8. eye-catching ________
9. safe ________
10. departure ________
11. attractive ________
12. keep in mind ________
13. employed ________
14. full-time ________
15. free-lance ________
16. nowadays ________
17. satisfied  ________
18. approval ________