THE HISTORY OF FORMATION AND DEVELOPMENT OF GRAPHIC DESIGN
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.30Keywords:
design, graphic design, artistic style, aesthetics, visual communication, multimedia technologies, digital culture, design thinkingAbstract
The purpose of the study is to conduct, based on the analysis of a wide range of research opinions, a critical and analytical review of the stages of formation and development trends of graphic design as a phenomenon of artistic and project culture. Methodology. The research employs historical-analytical, comparative-historical, structural-functional, and cultural approaches. These methods made it possible to trace the evolution of graphic design from traditional artistic and craft practices to contemporary digital technologies, revealing the interconnection between aesthetic, technological, and communicative dimensions of design. Results. The analysis provides grounds to consider graphic design as a multidimensional phenomenon that integrates artistic, technological, and sociocultural aspects. Its formation took place within the long-term process of the development of fine arts, craft traditions, and industrial production, resulting in the emergence of a new form of visual communication aimed at conveying meaning through graphic imagery. It has been established that graphic design evolved from artistic illustration and poster art into a systemic activity focused on creating holistic visual and communicative environments. Artistic styles determined the characteristic aesthetic principles of design-compositional harmony, functionality, symbolism, and expressiveness of form. Innovative technologies have transformed and continue to modify the formative techniques of graphic design. The use of digital tools, multimedia, virtual and augmented reality, interactive interfaces, and artificial intelligence has led to the emergence of a new type of design thinking. As a result, graphic design has gained dynamism, interactivity, and interdisciplinarity, transforming from a two-dimensional visual practice into a multidimensional communicative system. Consequently, it acts as a mediator between the visual culture of contemporary society, its technological innovations, and human practice, ensuring the integration of aesthetics and functionality, tradition and innovation, material and digital aspects in design production. In this sense, graphic design functions as a means of form creation that shapes new values, cultural identity, and modes of human interaction with the information environment. Scientific novelty. For the first time, the transformational influence of digital technologies, multimedia, and artificial intelligence on the evolution of principles and means of graphic design has been systematized and generalized. Practical relevance. The research results can be applied in the educational process of higher education institutions when teaching courses such as Graphic Design, Design History, and Theory of Visual Communication, as well as in the professional practice of design studios.
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