Сутність та становлення візуальної мови графічного дизайну в Україні

Abstract

У статті з’ясовано сутність і становлення візуальної мови графічного дизайну в Україні. Виокремлено п’ять основних типів людської діяльності, серед яких пізнавальна, перетворювальна, комунікативна, ціннісно-орієнтаційна, художня. Наведено основні дефініції понять “дизайн” та “графічний дизайн”. Встановлено, що нині виділяють такі основні види дизайнерської творчості: індустріальний (промисловий) дизайн, графічний дизайн, дизайн архітектурного середовища, ландшафтний дизайн та фітодизайн. Зображена етапізація становлення графічного дизайну.

В статье выясненf сущность и становление визуального языка графического дизайна в Украине. Выделены пять основных типов человеческой деятельности, среди которых познавательная, преобразовательная, коммуникативная, ценностно-ориентационная, художественная. Приведены основные дефиниции понятий “дизайн” и “графический дизайн”. Установлено, что теперь выделяют следующие основные виды дизайнерского творчества: индустриальный (промышленный) дизайн, графический дизайн, дизайн архитектурной среды, ландшафтный дизайн и фитодизайн. Изображена этапизация становления графического дизайна.

In this article the essence and formation of the visual language of graphic design in Ukraine are determined. There are five main types of human activity, among them cognitive, transformative, communicative, value-oriented, artistic. The main definitions of “design” and “graphic design” are given. It has been discovered that design, behavior and communication, represented by a variety of cultural phenomena, have a complex hierarchical organization in which there are three levels: these are relic programs, the fragments of past design cultures that live in the modern world, exercising some influence on it; a series of behavioral programs, activities, communication, which provide a modern reproduction of a particular type of society; programs of design life, addressed to the future. They produce the design through the internal operation of iconic systems, the more dynamic the society is, the more value this level of designer creativity acquires. Found that today the following main types of design art are distinguished: industrial design, graphic design, architectural design, landscape design and phytodesign. The stage of formation of graphic design is shown. It is revealed that to date, it is obvious that the historical evolution of graphic design can not be presented as a linear process. It took place in conditions of social contradictions and conflicts, which, however, were not chaotic, but formed in the form of a general historical picture. The main stages of the development of graphic design are presented, among them: popular commercial art (posters, advertising, newspaper and magazine illustrations) end of the XIX – early twentieth century; fine arts of the early twentieth century; graphic design (the second half of the twentieth century); “Visual Communicator” “viscom” (beginning of the XXI century). A complex of factors is proposed, under the influence of which the present situation in the Ukrainian design in general and graphic is formed, in particular: the historical factor in many respects defined the first steps of the formation of the domestic design; a political factor manifests itself in insolvency and sometimes in the reluctance of the authorities to carry out large-scale economic transformations of social orientation; economic factor: the state’s economy became a hostage to the realization of the interests of several financial and corporate groups, and this negatively manifests itself in indicators in many spheres of the economy; social factor: in a society with high social indicators, a well-functioning mechanism operates smoothly: demand defines a proposal. It is important that the “offer” is a high-quality, in all respects (and design), product of domestic origin; the globalization factor drives the domestic design to generate its own ideas that would be noticed not only to its consumer but also to the world; Educational factor: the pride of domestic design for today is the existing system of training graduate designers. The author of the article came to the conclusion that the combination of features of the modern stage of development of graphic design, expansion of creative and conceptual aspects of the given activity and the emergence of new socially significant social challenges necessitates the combination of experience of specialists on different trends of design, combining the design and artistic aspect of developing graphic models for solving technical and creative problems.