SYMBOLIC OF ORNAMENT OF PEOPLE'S EMBROIDERY IN GRAPHIC DESIGN

Abstract

To analyze the role of the symbol-amulet as a means of designating the cultural value space and also to consider the specifics of ancient symbols-ornaments of Ukrainian folk embroidery in graphic design. A combination of complex and comparative methods that allow to identify the peculiarity of the problems of visual persuasive design in the modern society, as well as the principles of objectivity and impartiality of analysis, the principle of critical reflection of the investigated material. The symbolic design of the folk embroidery ornament is analyzed in the practice of graphic design, was carried out its characteristic features, such as expressiveness, persuasiveness, informative character, emotional influence on the person's subconscious reactions and, as a result, the possibility to transform the orientations of the target auditor through the sense of belonging to the common space of cultural values are established. The semantic resource of using national ornament in graphic design products was investigated. We found that it is a powerful factor in forming a sense of belonging to the value space of the native culture, which is important for the progressive development of Ukrainian society to use the national symbols as a factor for formation the positive and constructive intentions and behavioral reactions of its representatives. The obtained results of the research should help to better understand the specifics and role the application of etnosimvolika, ancient symbol-amulets in graphic design, its interconnectedness with various aspects of human beingness.