ХУДОЖНЬО-ОБРАЗНІ ЗАСОБИ І ПРИИОМИ ДИЗАИНУ ТУРИСТИЧНИХ ПУТІВНИКІВ

There is an increasing interest for the tourist guidebooks as a type of accompanying tour-ism products in recent years. This increased interest is conditioned by the constant development of world tourism, as well as the growing potential of Ukraine as a tourist country. The increasing popularity of guide-books affected the scientific interest for the guidebooks as design objects. An important aspect for the designer while working is the insight of all possible means and techniques for creating a holistic artistic image in this particular edition.

Objectives. The objectives of this study are to determine the correspondence of artistic means and techniques to the functional appointment of each guidebook. The research objective is to prove the correspondence of the functional appointment of the guidebooks to the set of art-figurative tools and techniques that have to provide it. Techniques. The research uses a comparative-analytical method. This method has been applied to the analysis of the functional appointment of each type of guidebook and to the comparison of functions with those tools and techniques that ensure the completeness and quality of the functional direction.

Results. The results of the studies allow us to consider the visual information code of any presented editions as a collection of basic constructive and artistic elements that are part of its composition. The interaction of these elements personifies the artistic means. We consider it necessary to include illustrative material, fonts and informational text blocks, color characteristics, composite characteristics of the layout to such elements, as well as a number of specific tools for layout, which are most typical for the guidebooks. The study examines in detail all the elements of the visual information code and the impact of each of them on the overall structure of the publication.

Based on the analysis of the correspondence of the functional purpose to the artistic means, we can say that utilitarian function of the publication is determined by the distinguishing of the basic facts that will be interesting to the consumer and by the irrelevance of a large accumulation of scientific information. For the convenience of perception of text and images this requirement implies the usage of modularity for the constructing of a grid. Likewise the rhythmization of com-position can be marked by the markers, sections, color accents. The utilitarian determinants of the guidebook are its small format, the wear-proof materials for printing, as well as the characteristics of the text layout such as significant contrast text, large size, readable headset characteristics, etc., that allow to read the text at the most negative lighting conditions. The most appropriate artistic method will be personalization.

The transmission function involves the transfer of scientific knowledge to the level of ordinary consciousness. As a text created for “cultural recreation,” the guide-book greatly simplifies, reduces, unifies and gives emotional colors to the information that is communicated to the reader. This is mostly displayed in the nature of the insertion of special terms into the text, in the features of the quotation, in the extended use of epithets, hyperbole and metaphors. The artistic means appear in the markings of the sections, as well as in a bright colored scale, which will also focus on certain monuments. In turn, typification and simplification of the provided information, as well as the visual code, are the artistic techniques that are the typical for this function.

A priori the function of forming behavioral stereotypes involves the performance of the influence on the reader, control his\her behavior. The used techniques of control are quite diverse: from the demonstration of the prestige of one or another action to advice, encouragement, impulse, and even imperatives. Typical artistic means of this function are the using of color, font and illustrative accents. The latter are often represented just by author’s graphics and can occur not so much on the pages of the guidebooks, but on the maps in the form of established routes.

Typical artistic techniques are hyperbole, accentuation, exaggeration, and stylization.

The advertising-image function of the guidebook has also similar characteristics. In the tourist area, the region is a kind of “product” and the task of the guide-book is to attract attention to it. Visually it manifests itself in organizing an attractive appearance by making-up vivid illustrations, exaggeration techniques to emphasize the map schemes, to form language of understandable symbols, etc.

The guide can be presented as an instrument that translates objects of history, culture, elitist art into objects of mass culture. Artistic means that are typical for the function of constructing monuments are the presence of mandatory visual material in the guide – photographs, illustrations, sketches, plans, and routes. It is these means that, having a great influence on the consumer along with the text, form in his mind the image of the tourist space.

At the same time, typical artistic techniques for it are using the metaphor, hyperbole and stylization in order to increase the emotional impact on the consumer. Typical artistic means for the informational, communicative and educational functions are the using the illustrative material, often photographic. At the same time, it is important to structure the text according to the modular grid and the general compositional features of the page-making.

We can ascribe the comparison with world sights and accent to the typical artistic techniques. Conclusions. These results are important for the process of designing tourist guidebooks and they should assist the work of designers. We conclude that each of the functions has a well-defined set of artistic means and techniques that make these functions effectively and facilitate the process of their provision.