SYSTEMATIC APPROACH TO THE STUDY OF GRAPHIC DESIGN PHENOMENON

Abstract

The purpose of the article is to study graphic design as an influential phenomenon in the modern information and communication space from the standpoint of systematicity, to clarify its scope as a system and functions. The methodology of the work in accordance with this goal is based on the application of a systematic and problemoriented approach to the scientific study of graphic design, in particular, system-functional analysis. It has been found that despite the discussions and constant mobility of the concept, the scope of the system through the types of designed objects can be defined as a set of identity (corporate identity as its component), printed books of all thematic, genre, and functional subtypes, periodicals, posters of all kinds, promotional products, packaging, fonts, e-book interfaces, and layouts for the SMM. Constant updates to the types of design work do not allow us to unambiguously define the scope of the graphic design system, but suggest that it is self-organizing and dynamic in its historical development. It is shown that the main characteristic of the influence of the graphic design system is the signification and transmission of meanings. As a result of the application of the system-functional approach, the peculiarities of graphic design in the external space of social communications are highlighted, namely: 1) the essence of the informative and communicative functions is clarified; 2) the heuristic function is emphasized as a result of the design research necessary in design; 3) such functions as indicating scientific and technological progress in society, representing the current social reality, and improving the aesthetic level of representatives of the target group by providing an exemplary visual product for them, function as the transformation of the surrounding space of information and interactions are formulated. Also notes that graphic design products are a means for users to manifest their own attitude to the surrounding processes. Further rethinking of the systemic and structural models of graphic design, expansion of the systemic-functional and systemic-communication analytics of graphic design as a socio-cultural phenomenon creates a platform for hypothesis formation, contextual and functional research of the empirical project base, and conceptualization of the findings.