СЕМИОТИКАТА В ГРАФИЧНИЯ ДИЗАЙН И ВИЗУАЛНАТА КОМУНИКАЦИЯ
SEMIOTICS IN GRAPHIC DESIGN AND VISUAL COMMUNICATION

Summary/Abstract: In the life of all living beings, signs are of great importance not only in carrying out all activities but also as a way of communication. Semiotics in graphic design and visual communication, as a science of signs, is the use and dominance of signs and sign systems in the preparation of graphic works/products that are appropriate for their purpose, represent an object of interpretation and communication, primarily through visual images. Understanding that signs can evoke emotion, not just action, is the first step toward applying the semiotic approach to the process of designing aesthetically compelling, exciting, and communicatively effective images. The benefit and significance of the use of signs in graphic design is determined by the specific situation and by the information intensity of the visual images created by designers. Today, with the accelerated reorientation of modern culture and art towards visualization, the role of visual images for conveying information of different nature and purpose is increasingly growing.

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