Visual Communication and Media Design in a Digital Environment − Principles, Criteria, Efficiency Factors
Visual Communication and Media Design in a Digital Environment − Principles, Criteria, Efficiency Factors

Author(s): Vesselina Valkanova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Summary/Abstract: The article explores the significant changes in the global social environment and the transformation in communication, drastically changing the media and visual design. The digital climate substantially transforms the way information is consumed. Media sites, transporting numerous information and significant volumes of content, thanks to the large capacity of digital platforms, are given the opportunity for a captivating visual narrative through images and graphics, and design, absorbing the multimedia and multi-option capabilities of the interactive environment, significantly the communicative power of the mass media. The elements of functional online communication, the requirements for communication design in a digital environment are studied − from the structuring of content, through consistent design, the individual visual representation of the media, building clear hierarchies, and achieving high levels of ergonomics and aesthetics.

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