STORYTELLING AS A TOOL OF VISUAL COMMUNICATION STRATEGIES IN CONTEMPORARY DESIGN

Abstract

The purpose of the article is to analyze storytelling as a tool for the formation of visual communication strategies in contemporary design and to determine its functional role in the processes of transmitting design messages. The methodological basis of the study is formed by general scientific principles of objectivity and systematicity, as well as an interdisciplinary approach based on the integration of design theory and visual communication concepts. The following research methods were applied: theoretical analysis and synthesis for reviewing scientific sources on storytelling and visual communication; structural and functional analysis to identify narrative and visual components in design messages; semiotic analysis to interpret symbolic elements of visual images; comparative method to examine different approaches to the formation of visual communication strategies in contemporary design; and generalization method to formulate theoretical conclusions. The formation of visual communication strategies in contemporary design through storytelling is based on the principles of constructing a coherent visual message, in which narrative structures, visual solutions, and symbolic codes are integrated into a unified system of meanings. In this context, storytelling ensures the conceptual integrity of the design product, enhances audience emotional engagement, and increases the effectiveness of communication between the designer and the recipient. The scientific novelty of the study lies in the theoretical substantiation of storytelling as a tool for the formation of visual communication strategies in contemporary design and in identifying its functional potential. Conclusions. Storytelling in contemporary design appears as an effective tool for organizing visual messages, integrating aesthetic, communicative, and semantic components. The application of narrative principles in visual communication ensures the integrity of design solutions, strengthens audience identification with the message, and contributes to the formation of sustainable visual communication strategies in the contemporary design environment.