DESIGN OF VISUAL COMMUNICATIONS IN THE URBAN ENVIRONMENT: ANALYSIS AND SYSTEMATIZATION OF GRAPHIC TECHNIQUES IN ADVERTISING AND STREET ART

Abstract

Purpose. The purpose of this study is to identify common and distinctive principles of visual language in advertising and street art, as well as to analyze the ideological strategies behind their graphic solutions. The work sets out to systematize the artistic means used in marketing communications and street art, as well as to determine the expected results of applying the visual techniques involved. Methodology. Research methodology employs a mixed approach, combining comparative, semiotic, and visual-analytical methods. Particular attention is paid to analyzing the historical preconditions for the emergence of street art, the mechanisms by which it resists aggressive marketing, and the study of its visual elements– coloristics, typography, composition, and scale. Results. The results of the study include: the identification of shared and divergent principles in the visual languages of advertising and street art, particularly their approaches to the use of color, typography, and composition in shaping a message; the discovery of patterns in the formation of their visual language; the clarification of the role of ideological and emotional factors that distinguish commercial from non-commercial visual messages; and the proposal to interpret urban space as an arena of visual dialogue between commercial and civic systems. Scientific novelty lies in the systematization and theoretical improvement of visual marketing and street art strategies, which are considered as separate practices, as well as components of a unified visual system of public space. Practical relevance. The practical relevance of the study lies in creating a theoretical basis for understanding the mechanisms of visual communication in the urban environment. The results can be used in the fields of graphic design, marketing, urban studies, and cultural studies, contributing to a deeper understanding of the interaction between commercial and non-commercial forms of visual expression. The proposed approaches have the potential for further use in research, as well as in the practice of creating socially oriented visual projects and urban planning.