Типографія як форма візуальної комунікації
Typography as a Form of Visual Communication

Summary/Abstract: Purpose of the article. The research is related to the identification with the reasons for the coexistence of opposing tendencies of domination of visual images in communicative practice and the widespread use of verbal texts in graphic design. The concept of «typography» is clarified in the context of social communication and recommendations for practitioner designers are formulated. Methodology. The research methodology consists of an empirical method, analysis, comparison and generalization. This methodological approach provides an opportunity to study trends in modern visual communication with the help of products of graphic design, to observe the dynamics of certain techniques and tools, in particular, typography, and to predict the impact on socio-cultural status in society. The scientific novelty of the work consists in expanding the perceptions of typography as a factor of visual communication and a scientific substantiation of the gravity of graphic designers to the creation of visual images based on verbal elements. Recommendations for the effective use of typography by the concept "form – content" for practical designers are formulated. Conclusions. The domination of visual communication in society in the 21st century is ensured by the products of graphic design. The power of visual communication in the 21st-century society is provided by the products of graphic design. At the same time, in the information space available in the Internet resources, over-saturation with a variety of graphic elements is observed. Visual images facilitate the perception of information through their visibility. At the same time, in the information space available in the Internet resources, over-saturation with a variety of graphic elements is observed. Visual images facilitate the perception of information through their visibility. At the same time, the addressees require refinements of the content, which can be achieved by introducing into the visual image verbal elements. That is why in recent years there has been a tendency to use typography in graphic design projects. Texts as content elements themselves form a visual image or complement graphics and photographic images. With the help of such reception, the meaning of the message is fixed, and the results of visual communication are predictable.

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