Художньо-образні особливості типографіки в дизайні поліграфічної продукції стилю Ар Деко

Abstract

У статті на основі аналізу історико-мистецтвознавчих джерел із окресленої проблематики, візуального огляду та композиційного аналізу зразків поліграфічної продукції розглянуто характерні особливості акцидентних шрифтів стилю Ар Деко. Окремо простежено основні принципи формотворення та взаємозв’язки шрифтів з композицією. Встановлено роль типографіки в дизайні поліграфічної продукції стилю Ар Деко.

В статье на основе анализа историко-искусствоведческих источников с этой проблематики, визуального осмотра и композиционного анализа образцов полиграфической продукции, рассмотрены характерные особенности акцидентных шрифтов стиля Ар Деко. Отдельно прослежены основные принципы формообразования и взаимосвязи шрифтов с композицией. Установлена роль типографики в дизайне полиграфической продукции стиля Ар Деко.

The article analyzes the historical and artistic sources from the outlined issues, which allows us to find out the state of modern scientific knowledge of typography in the design of printing products of the Art Deco style. It is established that in the 20–30’s of the XX century in the font’s design in order to replace the smooth lines of secession came rigid and clear forms of Art Deco. On the one hand, such fonts were universal and simple in the drawings, on the other, they contained a rigid geometry of forms, and were decorative. Such a combination of the clarity and decoration of the Art Deco font style made them a powerful and important element of the visual environment filling and self-sufficient means of advertising. A visual inspection and composite analysis of samples of printing products was conducted, on the basis of which it was found out that the character of lines and forms of this direction depended on certain composite features of printing products. Thus, we have traced certain relationships of fonts with a composition in the design of printing products, where the unity of the form character was truly important. Also, according to the type of printing products, there were certain patterns of using fonts. For example, in the newspapers, it was impossible to use all the means used by the artists of the Art Deco period, and therefore the typography was not difficult in their drawings. Advertisements in newspapers were limited to simply chopped fonts, often in combination with handwritten ones. In posters, covers and packaging designers used the most diverse fonts and their combination. A variety of saturated, shaped and styled headsets, often decorated with the wave and zigzag lines, typical of the Art Deco style were used here. Such a variety of approaches to the use of fonts in the design of printing products provided graphic expressiveness of the Art Deco style in the design of printing products. Typography of Art Deco was characterized by a clear geometric font design. The number of elements that formed each letter was tried to be minimized. However, often this rigid geometry was decorated with different dashed, wave-like lines, geometric planes. After the analysis of samples of the Art Deco print products, it can be argued that they were a powerful means of advertising that time. Such products attracted customers attention due to the active use of fonts of various forms and saturation. The typography of this period was characterized by great stylistic diversity and freedom of interpretation of fonts, and informative and aesthetic typography functions existed in close interaction. However, despite the variety of font transformations, due to the use of successful compositional art techniques, the text has always been easy to read. There are three main tasks of Art Deco printing typography, namely: clear and understandable information message, an attraction of attention at the expense of simple and understandable forms, along with their different configurations, the unity of the text block and image. This research creates the preconditions for the formation of modern design solutions, with the help of tools and techniques of the Art Deco style typography, in the creation and duplication of printing products.