Становлення та коротка характеристика сучасного графічного дизайну Йорданії

Abstract

У статті виявлено чинники, що впливали на становлення графічного дизайну Йорданії, розкрито основні етапи і напрями його розвитку впродовж ХХ століття. Охарактеризовано універсальну та унікальну тенденції розвитку графічного дизайну, синтез яких і створює загальне візуально-семіотичне середовище країни. Втілення національних цінностей у графічних формах, відкритість до діалогу з європейськими культурно-мистецькими традиціями та розвиток цифрових технологій формують образ сучасного графічного дизайну Йорданії.

В статье выявлены факторы, которые повлияли на становление графического дизайна Иордании, раскрыты основные этапы и направления его развития на протяжении ХХ века. Охарактеризовано универсальную и уникальную тенденции развития графического дизайна, синтез которых и создает общую визуально-семиотическую среду страны. Воплощение национальных ценностей в графических формах, открытость к диалогу с европейскими культурно-художественными традициями и развитие цифровых технологий формируют образ современного графического дизайна Иордании.

The article describes the universal and unique trends in the development of graphic design, the synthesis of which creates a common visual-semiotic environment of the country. The embodiment of national values in graphic forms, openness to dialogue with European cultural and artistic traditions and the development of digital technologies form the image of modern graphic design in Jordan. The study identifies the characteristic features and vectors of the development of graphic design in Jordan. The embodiment of national values in graphic forms, openness to dialogue with European cultural and artistic traditions and the development of digital technologies form the image of modern graphic design in Jordan. The fields of graphic design include print products (poster, book, periodicals, advertising polygraphy), visual identification tools (logo, firm constants, acccidation, advertising stylistics, shop windows), visual communication tools (symbols, pictograms, infographics), industrial graphs (labels, packaging, trademark), computer graphics. Europeans have mastered these areas well before the very concept of graphic design emerges. The key impetus for this was the invention and development of printing press equipment. In the territory of Jordan, the first private printing house “Halil Nasr Press” was founded in 1909 in Haifa, and the first state typography was in 1925 in Amman. For a long time, black and white printing was the dominant one. Only the first offset machines appeared in Jordan in 1965, which greatly improved the overall quality of printed publications and allowed them to expand their range of nomenclature. The development of technologies, marketing tools, as well as comprehension of the practical experience of European designers greatly shaped the visual image of Jordan’s graphic design. In 1988, the first personal computer appeared in the designers of Jordan. Therefore, over the next three decades, the number of design agencies engaged in various areas of graphic design increased from 13 to 1434. Graphic design in Jordan today firmly established itself as an important area of communication society. Gradual technological development, as well as the orientation of Jordan for the experience of European art and lifestyle, has intensified all modern areas of graphic design. It has been found that designers’ appeals to western design practices demonstrate borrowing of universal design approaches, leveling the uniqueness of their own national traditions. At the same time, the global trend towards enriching the visual-shaped design language with the national content in accordance with the traditions of culture, where it operates, is actualized. Consequently, we can highlight the universal and unique trends in the development of graphic design, the synthesis of which creates the overall visual-semiotic environment of Jordan.