Сучасні тенденції графічного дизайну у світі та в Україні

Abstract

The article examines current trends in graphic design in the world and in Ukraine. It is emphasised that in the modern post-industrial society, graphic design plays an important role, influencing the personality, its values, tastes, and preferences. It is substantiated that in recent years, graphic design both in Ukraine and abroad has focused on national culture, which actively contributes to the formation of national consciousness and national images. That is why we can say that graphic design in modern society combines the human desire for creativity, beauty, harmony and aesthetic expediency in their life activities. The main current trends used in graphic design both abroad and in Ukraine are identified, namely: integration of technologies; minimalism and simplicity; environmental and social awareness; colour expression; interactivity and animation; experiments with typographic elements; socio-cultural influences. Other popular features are: asymmetry; volume and brightness of colours; geometric shapes; author's illustrations; open composition; creative typography; gradients. It is noted that over the past two years, the emphasis in graphic design has been on: natural materials used in graphic design; minimalism; pixels; utilitarian design and doodles. It is substantiated that the main trend in modern graphic design is that designers are increasingly turning to handmade techniques. The predicted trends in graphic design for 2025 are considered. It is concluded that modern graphic design is developing rapidly both in Ukraine and abroad. Thanks to the ‘national style’, new trends in the design of designer products emerge. A brilliant imagination, a desire to experiment and creative thinking are the features of avant-garde trends. Modern typography, geometric compositions, bright colours, colourful shades, author's illustrations, asymmetry and open composition play a significant role in creating a visual artistic image.