Social poster design to prevent discrimination of persons with disabilities
Students Name: Luchechko Vitaliia Vasylivna
Qualification Level: magister
Speciality: Design
Institute: Institute of Architecture and Design
Mode of Study: part
Academic Year: 2023-2024 н.р.
Language of Defence: ukrainian
Abstract: The object of the study is the design of a social poster with a focus on the problem of discrimination of persons with disabilities. The subject of the study is the specificity and effectiveness of the design of a social poster to prevent discrimination of persons with disabilities in the context of the problem of inclusion and social justice. The purpose of the research is to analyze and evaluate modern social poster design strategies for effective countermeasures against discrimination of persons with disabilities. The research is aimed at identifying key visual and communicative aspects of poster design that influence the formation of a positive social atmosphere and support of inclusive values in society. In the first chapter "THEORETICAL AND METHODOLOGICAL PRECONDITIONS OF THE RESEARCH" a review of the literature and the source base was carried out, which testified that the problem of social poster design for effective countermeasures against discrimination of persons with disabilities remains unsolved. Research methods and source base are provided. The impact of design on the elimination of social isolation of disabled people in society has been revealed. In the second chapter "THEORETICAL BASICS OF DESIGNING AND PROBLEMS OF SOCIAL POSTERS" the social poster as a form of communication is considered, its functions and its role in the formation of society’s consciousness are revealed. The main components used in a visual message in a social poster are clarified, and effective approaches and mechanisms of influence of social advertising on a mass audience are revealed. The main components of the visual message of a social poster are defined, such as visual images, text, colors, graphic elements, composition. Such visual means of artistic expression as allegory, symbolism, metaphor, metonymy, homonym are analyzed. Effective approaches and mechanisms of influence of social advertising on the mass audience have been determined In the third chapter "METHODS OF DESIGNING A SOCIAL POSTER TO PREVENT DISCRIMINATION OF PEOPLE WITH DISABILITIES" the main problems of disabled persons in society are identified and the causes and consequences of discrimination against persons with disabilities are analyzed. Design principles and professional means of social poster design are formulated. Figurative and compositional methods are considered as tools for visualizing the message using the example of domestic and foreign samples. Effective elements and symbols of effective communication in the poster are identified; it is clarified how the viewer is emotionally influenced through color, shape, composition and text message. Artistic and figurative and communicative techniques are revealed as tools for visualizing the message on the example of domestic and foreign samples. The main effective elements are defined: visual idea, slogan idea. Effective elements and symbols of effective communication in the poster preventing discrimination of persons with disabilities for different groups of disabilities, in particular, for the blind (black screen, Braille font, white stick) were identified; for hearing problems (crossed out ear, sound waves, empty notes, gestural owl); cerebral palsy patients, cart drivers (activities, unity in groups of people); autism (puzzle, puzzle), epilepsy (purple ribbon), mental disorders (brain, hugs). In the fourth chapter "Using RESEARCH RESULTS ON THE EXAMPLE OF A SERIES OF SOCIAL POSTERS" the general stereotypes and barriers faced by disabled people in society were considered and an attempt was made to trace the impact of design on the elimination of social alienation of such people. Also, the technical task of the project is formulated in the section, the main problems related to the topic of the work are defined. Information is provided on the conceptual solution of the compositional-figurative structure and the search for plastic language for posters. The developed posters prove the effectiveness of visual communication in highlighting the problems of people with disabilities and help in different ways to focus attention on this problem (by calling for openness and directly declaring existing problems). In the fifth chapter "ECONOMIC PART" the calculation of the volume of design works is presented, an estimate of design works is formed according to the topic of the diploma project. The general results of the study are presented in CONCLUSIONS. Key words: social poster, design, disability, inclusion, discrimination, graphic means. REFERENCES 1. Halyshich, R., & Zakharchuk, M. (2020), The factor of social advertising in the design of a medical poster. Young scientist, (4 (80)), 111-120 (in Ukrainian). 2. Gladun, O. (2008b). Social poster: new tasks. Bulletin of the Kharkiv State Academy of Design and Arts, 11, pp. 26-31 (in Ukrainian). 3. Nagorna, G. O. (2016). Social design: history of formation and development. Young scientist, (5), 451-454 (in Ukrainian). 4. Onuchak, A. Yu. (2015). Social protection of the disabled in Ukraine: main problems and ways to solve them, 8, 10 (in Ukrainian). 5. Yakovets, I., Chepeliuk, O., Lugovskyi, O., & Chugai, N. (2023). Visual and informational communications of an inclusive environment: a design-educational narrative. Art and Design, 2 (22), 278-289 (in Ukrainian).