DECORATIVE PAINTING AS A MEANS OF TRANSLATING CULTURAL SEMANTIC NARRATIVE

Abstract

Purpose. The research involves analyzing folk decorative painting and transferring its most typical
compositional techniques and characteristics into souvenir items.
Methodology. To achieve the research goal, a comprehensive approach was employed, utilizing
general scientific methods of literature analysis and visual examination of historical materials and
contemporary souvenir products.
Results. During the research, the features of decorative painting, its techniques, and methods were
studied; the morphological components of decorative painting and the ways of interpreting its elements were
analyzed.
Scientific novelty. The study highlights the cultural and historical significance of decorative painting
in the design of souvenir products. A comparative analysis of various types of decorative painting has been
conducted and systematized; the compositional elements employed in the creation of souvenir product designs
have been analyzed.
Practical significance. The research focuses on assessing the feasibility of incorporating elements of
decorative painting into souvenir product design and highlights the issue of transmitting semantic narratives
that contribute to enhancing the cultural value and aesthetic appeal of contemporary souvenir items.