MODERN GRAPHIC DESIGN: SPECIFICS OF THE INTEGRAL NATURE OF CREATIVITY

Abstract

Purpose.  To  study  the  features  and peculiarities of defining the main definitions of the concept of graphic design, to define the scope of application of various types of graphic art as a design object. Methodology.  General  scientific  research methods,  analytical,  typological,  semantic and  comparative  analysis  –  for  the terminological  definition  of  the  conceptual apparatus  of  graphic  design  and  the definition  of  its  theoretical  and  art applications. Results.  Based  on  the analysis  of  scientific sources  on  modern  foreign  and  Ukrainian graphic  design,  generalized  aspects  of interpretation  of  the  concept  of  graphic design,  evaluated  its  historical  origins  in Ukraine.  The  issue  of  differentiation  of
graphic  design  and  many  areas  of  graphic design as a type of artistic activity has been updated. The  scientific  novelty  consists  in identifying  trends  in  the  transition  of  the terminological  apparatus  of  industrial
design  to  the  sphere  of  graphic  design.  It has  been  established  that  the  synthetic creative  nature  of  graphic  design  provides
for  creative  activity  on  the  use  of  modern means  of  information  transfer  in combination  with  the  traditions  of  graphic art of Ukraine.
Practical  significance.  Modern  scientific definitions  of  graphic  design  have  been summarised.  It  has  been  determined  that the  synthetic  creative  nature  of  graphic design provides for creative activity on the
use  of  modern  means  of  infrmation transmission  in  combination  with  the traditions  of  graphic  art  of  Ukraine.  The results  can  be  used  in  teaching  graphic design,  project  graphics  and  other  graphic
disciplines.