Tendencies of Usage of Geometrical Ornaments in Graphic Design Projects of Ukraine in the XXI ct.

Abstract

The aim of the research is to outline the present tendencies of usage of geometrical ornaments functioning as symbols of national culture and cultural identity of the Ukrainian nation. Methods of research. The basic method applied in the research is method of complex analysis. Scientific novelty. The novelty of the research lies in discovering the tendencies of usage of geometrical ornaments in modern graphic design projects and in identifying the methods of transformation of Ukrainian geometrical ornamentation. It has been found out that in the sphere of brand identity geometrical elements of ornaments, losing their connection with traditional technologies of implementation, come under influence of visual transformations, namely, switching to line graphics, using contrform effect and pixelation effect. At the same time in the sphere of sign formation sign elements of the graphical ornaments largely obtain abundance of colouring or become subject to colored characteristics of letter and type elements (logos). In billposters and posters an integral series of geometrical ornamentation in both one-colour and two-colour (red and black) versions of execution is used. In other advertising vehicles and graphic products, such as packaging and advertising booklets, one-colour, or monochrome implementation of ornamental ribbon is most frequently found, which makes it a unique marker of national culture and national traditions. Conclusions. The research proved the idea that geometrical ornaments and their individual elements are used in a wide range of graphic design products. It should be noted though that most of these elements fall onto the sphere of sign formation, brand identity, billposters and posters, and far less are used in packaging and print advertising products. The design of modern advertising and graphic products still does not sufficiently use the potential of the sign elements of Ukrainian geometrical ornaments. In the course of the research it has also emerged that graphic designers in their projects almost do not use motifs and compositional groups from the art of the Ukrainian pysanka (painting of Easter eggs).