Development integration of the Swiss International style in modern web design.

Students Name: Tanavska Iryna Andriivna
Qualification Level: master (ESP)
Speciality: Design
Institute: Institute of Architecture and Design
Mode of Study: full
Academic Year: 2019-2020 н.р.
Language of Defence: ukrainian
Abstract: Tanavska I.A., Proskuryakov O.V. (supervisor). Development and Integration of the Swiss International Style in Modern Web Design. Master`s thesis. – Lviv Polytechnic National University, Lviv, 2020. EXTENDED ABSTRACT We live in a world where technological innovations take place every day. The digital world is changing at the speed of light. The development of a relatively new direction in design - web design - is quite a difficult path, based on the principles of displaying information used in graphic design. Content that was once displayed only on print media is being actively moved to the digital environment [2]. Web designers try to find the most appropriate methods for synthesizing and interpreting these two areas of design to ultimately meet the needs of the user and the business. Today, there is an active integration of the principles Swiss international style in the context of websites [1]. Study object - the influence of the Swiss international style on modern web design, the use of the principles of international style in the creation of websites and applications. Scope of research - the limits of the research cover the period from 1920 to 2020. Goal research - to find the connection between the Swiss international style in graphic design and modern web design. Learn why this style has remained relevant for many decades and how its main principles have been interpreted in web design. The study substantiates and organizes information about the genesis of the international style, artistic movements that influenced its formation, its main ambassadors and their impact on future generations of designers. The scale and universality of the application of international style were determined in graphic design for different types of visual communication: from posters, stamps, business cards - to entire navigation systems [3],[5]. Due to its characteristics, this style easily fits into the context of the object for which the design is developed. The logic of adaptation of the international style from graphic design to web design is defined. The main characteristic of this style is the rule: "less is more", which means "less is better" [1], [9]. Based on this principle, the international style looked very concise, clear and easily integrated into new products. Its ability to adapt quickly to the product remains relevant. The basic principles of visual communication of the Swiss international style were identified. They are used in modern web design: creation of designes using the modular grid system; active integtation of grotesque fonts; structured information; emphasis on the functionality of the form (the form follows the function); asymmetry of compositions;generous use of space, techniques of using the negative space;; geometric abstractions [10]. As for photos, they remain a widely used element on websites, but the illustration is also in demand. The basic principles of visual communication of the Swiss international style are applied in practice by designing a website. This project used and demonstrated the basic principles of the Swiss international visual language, such as: the use of a modular grid system; grotesque font; clarity, airiness, asymmetry of the composition, clarity and accessibility of informationpresantation; use of the minimum number of graphic elements; application of the principles of the font hierarchy. Undoubtedly, the experience of the Swiss school of graphic design is now very valuable for the professional development of designers around the world. Demonstrating the already classic examples of design culture of the XX century, it opens new creative opportunities for masters of all spheres of design in the XXI century.Due to its minimalism, well-thought-out and structured components, the Swiss international style remains timeless and has not lost its relevance for about 70 years. Keywords: Swiss international style, web design, international typographic style, minimalism. References 1. Richard Rutter. The Elements of Typographic Style Applied to the Web [Електрон. ресурс] / Сайт «webtypography» — Режим доступу: 2. Мюллер-Брокманн Й. Модульные системы в графическом дизайне. Пособие для графиков, типографов и оформителей выставок [Текст] / Йозеф Мюллер-Брокманн. — М.: Студия Артемия Лебедева, 2014. — 184 с 3. InternationalStylePosters[Електрон. ресурс] / Сайт «internationalposter» — Режим доступу: 4. Купер А., Рейман Р., Кронин Д. Алан Купер про інтерфейс. Основи проектування взаємодії. — Пер. з англ. — СПб .: Символ’Плюс, 2009. 5. 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