CULTURAL HERITAGE OF THE COLOUR: ART, DESIGN, AND ADVERTISING

Abstract

The purpose of article is to provide a retrospective of literary and topic open-access web resources dedicated to the colour in visual culture. Methodology. The interdisciplinary approach allows for studying colour comprehensively and identifying its significant expressive role in visual culture. Respectively, sociocultural, systemic-structural, comparative, and praxeological methods, as well as the method of theoretical generalization, were selected. Results. The sources of information analyzed by the author are divided into several groups: monographs, scientific conference materials on colour problems, dictionaries, textbooks, and practical guides. Based on comparative analysis, an understanding of colour as the main expressive means in art, design, and advertising was discovered. Scientific novelty. The author`s concept for monograph is proposed based on a comprehensive study, including theory and practice, the features of colour in the world`s cultures, prominent personalities, existing institutions, materials, and the influence of computer technologies. The aesthetics of colour is the main theme of this edition, in which the functional, sociocultural, and associative-emotional factors were revealed. The theoretical foundation was comprised of thematic dictionaries and scientific publications by Ukrainian and foreign authors, which focused on the applied aspects of the aesthetic sphere and the stylistics of colour, as well as the factors influencing ethno-cultural traditions on modern visual culture, and colour as a national resource. Practical relevance. The critical content analysis of existing web sites on environmental design, fashion, advertising, and web design revealed certain pretentiousness, transience, and often contradictory or superficial recommendations in the use of colour information. The materials of conducted research can be used in the development of training courses in professional disciplines for art institutions of higher education in Ukraine in accordance with the provisions of European university didactics on the value of scientific work and the implementation of its results in practical activities and education