Abstract

The subject of the research is a modern graphic and communicative design, in the context of changing existing and forming new roles of communicators, transforming the communication model, forming a semiotic communication format. The object of the research is modern graphic and communicative design, as well as their traditional, digital and generative subdirections. Design beginning to have digital, semiotic-interactive and artificially intelligent characteristics. The author examines in detail such aspects of the topic as: dialogical, semiotic-interactive qualities of design solutions; digital, semiotic-interactive design-software expressive means; features of semiotic-deconstructivity (analyticity) and semiotic-synthetics (constructiveness) of design solutions in the context of design activity; the influence of technical and technological features of tools and design-environments (design systems) for the formation of automated and artificially intelligent qualities of design solutions. The study of the conceptual model of a semiotic-interactive design is carried out in the context of a semiotic-interactive methodology (a set of principles and strategies of design activity). The main conclusions of the study are the description of the conceptual model of a semiotic-interactive design solution, in the context of a semiotic-interactive methodology implemented in the conceptual-generative subdirection of modern graphic and communicative design. The author's main contribution to the research of the topic is to identify the main components of the conceptual model of a semiotic-interactive design solution and demonstrate their relationship with each other in the form of a holistic model. The novelty of the research lies in the description of the characteristics of the components, the conceptual model of a semiotic-interactive design solution: a dialogical semiotic-interactive format for creating invariant concepts and design solutions; versioning of design solutions based on the semiotic synthesis of design programs; semiotic deconstruction of design solutions at the macro and micro levels; semiotic synthesis of design and artistic design programs; application of design programs as decision tools; use of hyperconnected capabilities of the design environment: the history of actions, integrity and continuous change and development.