THE ROLE OF VISUAL COMMUNICATIONS IN PUBLIC SPACE DESIGN

Abstract

This study highlights the fundamental role of visual communications in shaping perception and user experience in urban public spaces. Purpose. This research aims to investigate the role of visual communications in shaping effective, accessible, and recognizable public spaces, as well as to develop practical recommendations for their design and implementation. This will help systematize knowledge about the impact of visual elements on user experience, wayfinding, emotional connection, and place identity. Methodology. The research is based on a comprehensive approach combining a scientometric method, theoretical analysis, and the development of practical recommendations. Theoretical studies and recent scientific publications concerning visual communications in urban environments, their impact on perception and user experience, and wayfinding systems were analyzed. Based on the obtained data, practical recommendations were developed for designers, architects, and urban planners, aimed at creating effective, accessible, and aesthetically appealing public spaces. Results. A systematic typology of visual communications has been formed, demonstrating their synergistic interaction in creating a holistic and functional environment. It has been established that effective visual communication reduces cognitive load, improves navigation, and fosters an emotional connection with space. Criteria for inclusivity, sustainability, and cost-effectiveness of materials and technologies have been developed, and key aspects of harmonious interaction between graphic elements and architecture have been identified. Scientific Novelty. The novelty of the research lies in its comprehensive approach, which addresses gaps in existing scientific works, particularly regarding inclusivity (considering neurodiversity), the sustainability of materials and technologies, and the synergy of graphic elements with the architectural environment. The proposed new criteria and evaluation methodologies expand the understanding of the impact of visual communications on user experience. Practical relevance. The practical value of the research lies in providing specific, well-founded recommendations for designers, architects, and urban planners. These recommendations can be integrated into urban design standards, contributing to the creation of more comfortable, accessible, sustainable, and aesthetically appealing public spaces that improve the quality of life for residents.