MODERN METHODOLOGY OF GRAPHIC DESIGN IN ADVERTISING IN THE FIELD OF ECONOMICS

The article is dedicated to the problems of graphic design methodology in advertising. Design in general and graphic design as a constituent element tended more to the practical field of activity, which used the theoretical achievements of the fine arts (composition, colouristic).

Now there is a need for more thorough development of graphic design methodological issues by expanding its application scope. As an advertising tool, it must consider many additional factors from different fields of knowledge, which requires forming a new modern methodology. The article aims to determine the needs and nature of the development of graphic design methodology in advertising given the current state of society. The practical component of graphic design in advertising should be based on sound theoretical products that will provide visual messages' required and expected effect.

The author emphasizes the need for a comprehensive solution for methodological issues, which involves a wide range of particular disciplines in management and advertising business. They should be used at the level of concept formation of an advertising image to consider all factors influencing further effective implementation. Artistic and compositional means and methods of graphic design in the general design methodology are responsible for the aesthetics of the visual message.

In conclusion, the author claims that the basis of project activities in graphic design in advertising should include theoretical developments in the form of the methodology of the design process, which will act as a certain guarantor of the advertising development effectiveness. Defining strict norms, in this case, is considered inappropriate, as a significant part of the project process is a creative activity. However, certain restrictions in recommendation will allow correcting the artistic “chaos” of visual advertising messages, which will protect consumers from visual information overload, nevertheless allowing advertising to perform its tasks effectively.