Graphic Design in the Context of Taste Culture: Educational and Upbringing Potential

Abstract

The article examines the place of graphic design in modern post-industrial society, extending beyond purely applied art and aspiring to play the role of an expert in the interiors of human existence, determining the social and cultural status of an individual. It is argued that graphic design, organically integrating into contexts and actively responding to the challenges of such a social-decorative phenomenon as fashion, plays a significant role in shaping taste culture. This attests to the multiplicity of ambivalent cultural manifestations of graphic design. Special attention is given to identifying the functional potential of graphic design in creating cross-cutting trends that, through non-verbal means of communication, can form and maintain social and cultural unity. In connection with this, an analysis of graphic design is carried out through the prism of philosophical communication, allowing the identification of graphic design as the most effective practice of nonverbal communication and information visualization in post-industrial society. It is determined that graphic design is capable not only of generating new meanings but also of creating communicative gaps. Given this specificity, the article particularly focuses on identifying the educational and upbringing potential of graphic design. It is demonstrated that the process of creating visual images and their subsequent interpretation by consumers of graphic information depends not only on the aesthetic taste, ethical beliefs, and humanistic orientation of the designer (visualizer) but also on their educational and upbringing potential. The necessity of strengthening humanistic orientations in modern Ukrainian design and art education is emphasized.