GRAPHIC STYLES AS OBJECTS OF DESIGN AND VISUAL CULTURE: THEORY AND PRACTICE

Abstract

The article provides a theoretical justification for the interpretation of graphic style as a multidimensional design
object and a phenomenon of visual culture that combines symbolic, cultural, and procedural dimensions. It analyzes
modern theoretical approaches to its understanding in the context of digital transformations and intercultural
communication. Graphic style is interpreted as an open dynamic system associated with cultural memory, identity, and
socio-cultural practices. The methodological basis of the study includes the semiotic method, visual analysis, and
historical-genetic analysis. The evolution of ideas about style in design activity is outlined using the example of the
Bauhaus, Swiss Style, and postmodernism. The empirical material obtained through the implementation of styleoriented
design practice in higher education institutions is summarized. The feasibility of using a procedural approach
and integrating reflective and diagnostic practices in design education is substantiated