Surmounting of Visual Chaos in Urban Space

Abstract

The importance of this article content is called forth by the fast public space changes that have been taking place in cities of Russia during last decades. To a certain extent, these changes are associated with new information media and means. Nowadays, the visual aids that dominate the public space are advertisements. The aim of advertising is to promote products and services informing the target audience. Forms and ways of achieving it are defined by the customer and the advertising agency. An avalanche of advertising information is trying to occupy a larger space and is doing it more and more actively and sophisticatedly. The visual chaos that resulted from aggressive advertising forms, creates a large number of problems for the residents; sometimes the situation does not seem safe enough. The objective of the given article is to analyze a complex of problems related to existing forms, effectiveness, and art quality of advertisements in the context of the urban environment. The article deals with historical experience of advertising techniques, forms and methods for public space advertising and visual object humanization offered by the world designer community. Most interesting methods successfully integrated in the contemporary urban environment for solving the above mentioned problems are given as well. As a result, new projects can be drawn up by young designers, student architecture studios, and decorative artist alliances. Paradoxical ideas, new forms of designing, an art of large-scale element arrangement, and an ability to find basic factors of interaction of space and form will help to surmount visual chaos, to reduce the urban context tension, and to form an aesthetically attractive visual informative imagery of the environment of Russia’s cities. This article is meant to be a basis of the content that allows to get quickly acquainted with actual concepts and methods for solving problems of advertisement integration in the visual structure of contemporary cities by means of actual forms of visualization, gaming technologies, and new forms of actual art.