INTEGRATION OF GRAPHIC AND MULTIMEDIA DESIGN IN THE DIGITAL AGE: AESTHETIC AND AXIOLOGICAL PRINCIPLES OF DESIGN

Abstract

Purpose. The purpose of this article is to conduct a theoretical analysis of the integration process between graphic and multimedia design in the digital age, with an emphasis on aesthetic and axiological principles of design. Methodology. Research methods include the analysis of scholarly literature to explore contemporary approaches to design, aesthetics, and axiology in the digital context; and the comparative-analytical method to identify similarities and differences in aesthetic and value-based approaches in design. Results. The analysis of current trends reveals that design is no longer one-dimensional. It now incorporates dynamics, narrative structures, interactivity, as well as consideration of sociocultural context, audience behavior patterns, and value orientations. In this regard, UX/UI technologies play a significant role by transforming aesthetic solutions into part of the functional experience, while visual elements serve as carriers of humanistic messages. Principles such as emotional resonance, minimalism, visual coherence, dynamic interaction, and contextuality constitute the foundation of a new holistic design approach. It is established that aesthetic components (color palette, typography, rhythm, animation) in a multimedia environment acquire an additional semantic layer. At the same time, the axiological potential of visual and multimedia design as a means of influencing social reality is revealed. The concept of integrating aesthetic and value-based principles into multimedia design has been formulated, allowing functionality, emotional expressiveness, and semantic richness to be combined within a single design product. As a result, design in the digital era is transforming into a multifaceted tool of social interaction, where aesthetics and axiology emerge not only as complementary but as interdependent elements of contemporary visual communication. Scientific novelty. For the first time, the conceptualization of the integration of graphic and multimedia design through the synthesis of aesthetic and axiological foundations in the context of digital culture has been carried out. The author proposes a new vision of the functional interdependence of aesthetics, emotionality, and semantic load in the creation of an integral multimedia product, positioned as a medium of sociocultural interaction. Practical relevance. The findings of this study can be applied in the professional training of specialists in design, media, visual communications, and digital technologies, as well as in the development of humanistically-oriented digital products.