MYTHOLOGICAL IMAGES IN GRAPHIC DESIGN WORKS

Abstract

The study presents the results of a comprehensive investigation into the specifics of integrating mythological imagery into graphic design works. It is emphasized that mythology constitutes a rich cultural heritage inherent to every ethnic group, and the use of its traditional symbols and characters serves as a source of inspiration for the development of new visual design products. The research reveals that the visual representation of mythological narratives and symbols functions as an instrument of cultural communication, evokes a profound emotional response in the viewer, influences the perception of history and traditions, and contributes to shaping collective memory and a coherent vision of the past of a given ethnic community. To achieve a holistic understanding of the role of mythological imagery in contemporary graphic design, the key functional aspects of its application are summarized and systematized. These include symbolic-representational, branding, emotional, aesthetic-decorative, identificational, communicative, educational, conceptual, and narrative functions. The study highlights the importance of creating meaningful, aesthetically refined, and artistically expressive design products through deep reflection on mythological motifs and their adaptation to current cultural and social contexts. Contemporary opportunities for the creative transformation and stylization of mythological images are outlined, while attention is also drawn to the risks of distorting or undermining their original meaning, as well as the potential for misleading audiences if essential authentic features and cultural content are not properly preserved. Examples of adapting mythological imagery to current graphic design needs are provided. It is demonstrated that careful examination of the archetypal characteristics of characters from various ethnic and cultural traditions ensures accurate identification and establishes a foundation for their coherent and consistent use across multiple areas of graphic design. The study addresses the issue of popularizing and reinterpreting Ukrainian mythological imagery in the context of preserving national identity and emphasizes the necessity of a well-grounded selection of visual components that distinctly signify their ethnocultural affiliation. The spheres of the contemporary visual environment where mythological characters and symbols are most commonly employed are identified, and the prerequisites for their further integration into graphic design are outlined.