Abstract
The purpose of the article. In modern visual communication, collage as a kind of graphic design and collaging as a means of visualization are actively promoted, but the theoretical scientifically substantiated background and generalization were not formed. The article is devoted to the analysis of collage as a kind of graphic design and identification of the aspects shaping the uniqueness of Ukrainian graphic design in the world. The research methodology consisted in applying the empirical method, analysis, comparison and generalization. This methodological approach allowed for studying the tendencies of using collage in products of graphic design of the last 5–6 years, observing the dynamics of using the technique of collaging in projects, generalizing the peculiarities and defining the characteristics of graphic design-collage. The scientific novelty of the work lies in clarifying the concept of collage and its features in the field of graphic design of the 21st century, as well as brief generalization of the historical stages of the formation of collage culture in graphic design in Europe and Ukraine. Features of graphic design-collage, which are also criteria for determining the level of professionalism of a project, were defined for the first time. Conclusions. Based on the analysis of implemented projects of Ukrainian designers, the following features of graphic design collage were established: the hand-made effect, emotionality, polysemy, creativity, and visual identification by graphic elements of ethnic origin. This proves that collage is a visual form that contributes to the effective formation of the national model of graphic design in Ukraine, and the technique of collaging should be studied and introduced as an academic module into the system of design education.
Highlights
Наукова новизна результатів полягає в уточненні поняття «колаж» та його особливості в сфері графічного дизайну ХХІ ст., стислому узагальненні історичних етапів формування культури колажу в графічному дизайні Європи та України
The article is devoted to the analysis of collage as a kind of graphic design and identification of the aspects shaping the uniqueness of Ukrainian graphic design in the world
The research methodology consisted in applying the empirical method, analysis, comparison and generalization. This methodological approach allowed for studying the tendencies of using collage in products of graphic design of the last 5–6 years, observing the dynamics of using the technique of collaging in projects, generalizing the peculiarities and defining the characteristics of graphic design-collage
Summary
Наукова новизна результатів полягає в уточненні поняття «колаж» та його особливості в сфері графічного дизайну ХХІ ст., стислому узагальненні історичних етапів формування культури колажу в графічному дизайні Європи та України. На основі аналізу реалізованих проектів українських дизайнерів сформульовано такі ознаки графічного дизайн-колажу як ефект рукотворності, емоційність, багатозначність, креативність, візуальна ідентифікація графічними елементами етнічного походження. Що колаж є такою візуальною формою, яка сприяє ефективному формуванню національної моделі графічного дизайну в Україні, а прийом колажування треба вивчати та вводити навчальним модулем в систему дизайн-освіти.
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