VISUAL COMMUNICATIONS DESIGN AS A FACTOR IN THE DEVELOPMENT OF THE ENTERTAINMENT AND CULTURE INDUSTRY (USING THE EXAMPLE OF CINEMAS)
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.15Keywords:
graphic design, visual communication, corporate identity, logo, website, interface, interior, audience, viewer, entertainment industry, cinema, streaming service, inclusive designAbstract
The article examines the role of visual communication design in the development of the contemporary entertainment and cultural industry through the case of cinema networks. The study focuses on the formation of visual identity, wayfinding systems, promotional visual content, and digital interfaces as a coherent design system that ensures recognizability and competitiveness of both physical and online cinemas amid the rapid expansion of streaming platforms. Purpose. The aim of the article is to analyze the significance of visual communication design in the functioning of modern cinemas and to determine its impact on their development within a transformed media environment, where traditional formats coexist with digital services. Methodology. The research is based on the analysis of scholarly sources in the field of visual communication and design, as well as on the case study method, including the examination of design solutions implemented by contemporary cinema platforms and services (Netflix, Megogo, Multiplex, Amazon Prime Video, etc.). Results. The study identifies visual communication design as a fundamental structural factor of cinematic service experience. A coherent visual identity, well-developed interface solutions, environmental design, and unified visual strategy enhance brand positioning, provide an ordered visual experience, and determine competitive advantages. A trend towards inclusivity in the design of streaming platforms has been identified. The analyzed cases demonstrate that it is the quality of design that becomes the key driver of development in a highly competitive industry. Scientific novelty lies in identifying the main features of visual communications design as a holistic tool for the formation of modern cinema. Practical relevance. The findings justify the need for a systematic design approach to visual communications in the entertainment sector, which can be applied to develop effective visual strategies, update identity, improve interface quality, and enhance environmental design for modern cinemas and streaming platforms.
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