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Creativity and Innovation in the Design of Public Service Announcements: Classification and Design Models
(2023) Skliarenko, Nataliia
In the study, we analyzed the relationship between creativity and innovation in the design of public service announcements. Their synthesis became the basis for the creation of dynamic visual communications that changed the perception of social message. Using widely known examples of public service announcements, we rethought the content and project features of such phenomenon as public service announcement from a design point of view. We consider innovative public service announcement as a set of dynamic processes which are based on different types of interactions. Therefore, we put a focus on the integration of visual communications with the environment and, moreover, with a human being as an integral part of the information message. The study resulted in the classification of innovations in modern social advertising, which is based on creative experiments related to composition, human sensory sensations, communication and environmental technology. It has been proven that the creation of creative artistic images is based on universal design models, formed as a result of the synthesis of design thinking and innovation and, therefore, they are suitable for solving a wide range of social problems. The study substantiates the system of strategic goals for the development of innovative public service announcements which are aimed at sustainable development of society.
Living visual communication design toward to sustainable development: Conceptual framework and ecological strategies
(2022) Skliarenko, Nataliia
In this study, the attention is focused on the essence of integrated living visual communication design. It contains plant and biological components that cause the design system transformation and ensure dynamic visualization of the images. The methodological concept of the study is based on systematic and interdisciplinary approaches, which allow to assess living visual communications as integrated design systems. The author’s methodology includes analysis and systematization of examples; the formation of the integrated design model is based on an associative-metaphorical approach and substantiation of development strategies of ecological visual communications. The study resulted in the development of two groups of visual communication systems, namely green visual communications and biological visual communications. Their visual language was created on the base of such processes as landscaping, facing, encapsulation, energy recovery, and self-organization. The developed model of integrated design of living visual communications allows to put together artificial and natural components using their associative similarities. This model is considered an instrument for decision-making that is aimed at the implementation of ecological innovations into the design of dynamic visual communications. This study broadens the possibilities of using the living organisms in design and substantiating ecostrategies of communication design development in the context of forming designers’ creative potential.
Features of colour visual image formation in the urban space of Shandong Province with consideration of regional aspects
(2025) Skliarenko, Nataliia
Purpose. The purpose of this study is to examine the role of colour in the visual image design of cities in Shandong Province based on the analysis of regional characteristics. Methodology. The study is based on the analysis of collected representative graphic materials from selected cities in Shandong Province using the visual sampling method, which allowed obtaining real visual information about the city. The manual colour extraction method is used to extract the dominant colour in the selected image material from a colour recognition website, record its HEX CODE and name it. Finally, the ‘The main theme’ colours of 10 cities in Shandong Province were extracted using colour analysis. Based on their art historical analysis, which includes an analysis of colour trends, cultural background, and urban development orientation, their spatial colour characteristics and visual images were highlighted to form a system of colour representation with narrativity and locality. Results. The study of urban colour characteristics based on regional aspects demonstrates the diversity of urban colours in Shandong Province and explains the importance of colour in urban development. The colour types of cities in Shandong Province are classified and four categories of urban colour system are distinguished: Coastal freshness, Ecologically wilderness type, Cultural warmth type and Comprehensive type. Each type also presents colour structure and visual characteristics that are closely related to the natural geography and cultural background of the local urban area. The results of the study indicate that regional environment and urban characteristics are inextricably linked in the urban colour system. Scientific novelty. Based on regional aspects, the study proposes for the first time a method for classifying the visual image of urban colours based on geographical environment, history and humanities, and urban functions. Compared with previous studies focusing on the colour of individual urban regions, considerable attention is paid to the visual correlation between the colour structure and the overall unity of urban space, which highlights the aesthetic value and systematic role of the urban colour system. Practical relevance. The research results provide a clear classification basis and methodological support for the design of urban visual image and related urban colour research. The proposed classification of urban colour systems can provide designers with effective design guidelines for their visual practice in different cities. In addition, the research contributes to the formation of a more holistic visual space of the city, the enhancement of public identity, and the enhancement of regional content communication to create a more accurate and vivid image of the city.

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