LETTERING AS A MEANS OF COMMUNICATION. LETTER GRAPHICS IN AN AUTHOR’S CALENDAR

Abstract

The purpose of the article is to examine the specific aspects of designing a flip wall calendar using lettering as an object of advertising print media that combines utilitarian function with artistic and communicative potential. The primary focus is on the analysis of author-designed calendars where lettering serves as the key means of figurative expression. The research material includes samples of calendars featuring lettering by Ukrainian calligraphers and designers, as well as printed and electronic sources on the history of lettering, graphic design, and typography. Research Methods. The study employs a comprehensive set of methods, including comparative, analytical, art-historical, and experimental-creative approaches, alongside content analysis. Comparative analysis was applied to contrast the design features of author-commissioned calendars, utilizing various lettering approaches (based on calligraphy, hand-drawn letters, typesetting fonts, and mixed media) adapted to the needs of a wide audience. Formal analysis served to systematize typeface types, focusing on compositional arrangements and stylistic techniques, which enabled an investigation of the rhythm and color-graphic properties of the projects. Content analysis was used to examine the semantic load of textual elements and their relationship with the illustrative material. The analytical method was applied to critically review modern approaches to the balance between the reproduction process and the designer's original intent. The art-historical method was utilized for the interpretation of artistic solutions within the context of contemporary applied graphics. Meanwhile, the experimental-creative method allowed for the practical testing of selected techniques to develop a unique design product. The integrated application of these methods facilitated a comprehensive study of lettering in author-designed calendars, revealing the inherent patterns of their creation. It also highlighted the potential of lettering as a tool for emotional impact – on par with illustration – and explored the cultural-representative function of such projects. The research bridges the theoretical study of lettering as a visual communication tool with its practical implementation in author-led design. Research Results and Conclusions. The study analyzed calendar samples created by contemporary Ukrainian artists and designers, focusing on their stylistic, formal, and conceptual solutions. It examined the role of visual information in establishing an emotional connection with the audience and emphasized the significance of the author's vision in creating a cohesive visual image that addresses the aesthetic and cultural demands of viewers. Particular attention was paid to calligraphy and type design as autonomous artistic elements of printed products. Furthermore, the study explored the growing trend of interest in type art within conte mporary Ukrainian graphic design.