NAIVE ART AS A MEANS OF EMOTIONAL EXPRESSION IN CONTEMPORARY VISUAL DESIGN

Yana Shtets; Oksana Melnyk

doi:10.23856/6817

Yana Shtets Lviv Polytechnic National University https://orcid.org/0000-0001-5020-2063
Oksana Melnyk Lviv Polytechnic National University https://orcid.org/0000-0002-1579-6705

Keywords: graphic design, visual communication, interpretation, emotional impact, primitive art, naive, authenticity, stylization, artistic image, advertising

Abstract

The aim of the article is to prove the hypothesis that the use of naive art in visual design enhances the emotional impact on the audience and creates more effective communicative messages due to its immediacy and associative depth. The article examines naive art from the perspective of its figurative and emotional expressiveness. It considers ways to adapt naive art in graphic design, advertising, and illustration. The research methodology is based on a comprehensive analysis of theoretical sources in art history, design, and visual communications, structural-semiotic analysis of the artistic features of naive art, as well as a comparative study of the principles of its adaptation in graphic design. The study found that naive art, with its simplified forms, bright colors, and intuitive composition, creates a powerful emotional impact on the viewer. Its immediacy and lack of academic canons allow it to reflect deep archetypes of human perception, making it an effective means of visual communication. For the first time, a comprehensive study of the emotional expressiveness of naive art as an element of contemporary visual design has been conducted, including an analysis of its impact on various forms of visual communication, such as graphic design, advertising, illustration. The results obtained have practical significance for designers, advertising agencies, illustrators, and digital media specialists, as they provide an opportunity to integrate the principles of naive art into the development of visual concepts that meet the needs of the modern audience. This will allow you to design emotionally charged and understandable communication products for marketing campaigns, advertising materials, and other types of visual communication.

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