Пол Ранд и знакът в съвременния графичен дизайн
Paul Rand and Modern Graphic Design

Summary/Abstract: Paul Rand's formulas reveal the direct dependency between sign and art significance of graphic design. According to him graphic design is a process of signifying and not just a simple decoration. That is why Paul Rand paid special attention to psychological and cultural factors as well as to techniques used for image impact. The enigma, humor and game were considered by him as one of the most effective ways to suggest ideas. Modern graphic design's visual communication is a logical continuation of Paul Rand's concept. The best advertising presentations for 2003 confirmed the main principles of his theory regarding the creative, formal and content problems of graphic design. There is no recipe for good graphic design. But nevertheless, there are principles the use of which makes its diverse imagery of icons and symbols symbolically important.

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