THE ROLE OF MODERN MATERIALS AND TECHNOLOGIES IN SHAPING VISUAL COMMUNICATION IN ADVERTISING GRAPHIC DESIGN
DOI:
https://doi.org/10.32782/2415-8151.2026.39.21Keywords:
advertising design, visual communication, typography, modern materials, digital technologies, variable fonts, artificial intelligence, interactivityAbstract
The conducted research is devoted to a comprehensive analysis of the influence of modern materials and digital technologies on the formation of visual communication in advertising graphic design, with a special emphasis on the transformation of typography. The purpose of the article is to determine the role of technological innovations and new media in creating effective advertising messages that adapt to the modern communicative and visual environment. Methodology. The use of such analytical methods as systematization, comparison, complex analysis and generalization allowed this research not only to clearly identify the main aspects of the topic, but also to outline how the integration of artificial intelligence, variable fonts and smart materials changes the structure of the visual perception of an advertising product. Results. The results of the study clearly demonstrated that the combination of digital technologies (AI, AR, VR) with new physical media allows graphic design to go beyond stativity. It has been established that modern typography is turning into a dynamic system that is able to respond to the context of consumption and interact with the audience in real time. The scientific novelty of this study lies in the comprehensive and multifaceted approach to the study of design as a synthesis of technological progress and font culture. The study does not simply state the fact of digitalization, but reveals in detail the mechanisms of the influence of “smart” materials and algorithmic font design on the effectiveness of visual communication, filling the gaps in understanding the evolution of advertising tools. Practical relevance. The practical significance of the study lies in the development of specific recommendations for graphic designers, type designers and advertising specialists, which will allow for the effective implementation of innovative technologies in the creative process. This will directly improve the quality of visual content, increase the level of consumer engagement and the competitiveness of brands in digital and physical spaces
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