Visual Aesthetics of the Digital Media
Visual Aesthetics of the Digital Media

Summary/Abstract: The article presents the results of study stylistics and visual imagery of new communications – digital media. The relevance of the topic lies in the growing use of computer technologies in visual communications: media design, web design and advertising. Multimedia as a fundamentally new type of communication has acquired its own senses, meanings and images. Therefore, the value of the study lies in the theoretical generalization of web graphics development outlook from visual aesthetics perspectives. A number of scientific methods, such as system-structural, sociocultural, axiological and comparative were used to achieve this goal. The authors emphasize that advertising information must have metaphorical language, attractiveness, concise and clear declarations of product or service characteristics, authentic composition, non-standard perspective, contrast and a harmonious colour scheme to ensure the functionality of each message promoting a particular idea. It is emphasized that any electronic product (website, animation project, commercial, Internet banner, presentation) is the result of the implementation of creative, technological and organizational components of design activities to meet public information needs. The obtained scientific results deepen the idea of graphics, generalize its communicative and artistic-aesthetic aspects and enable defining new ways of visual art at the conceptual and prognostic levels.

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