Abstract
The modern person lives in the constant flow of visual messages and images that make their identification and perception more complicated. Against this background the actual issue is to search the ways of focusing on the certain information and attracting people’s attention due to the outrageous images creation. One of such ways is the implementation of the natural fire element into the design objects structure. The live fire as the contradictory meaningful image of the destruction and creation becomes the innovative means of visual language that activates the sensitive experience of the world cognition. In this regard, such huge changes in the visual communication design require the system analysis of the theory and practice of the integrated design systems, which are based on the physico-chemical properties of natural elements, especially fire.
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