Authors

Kucherova Alina V.
The communicative role of composition in the design of an advertising poster

Architecton: Proceedings of Higher Education №2 (90) June, 2025

The article presents the results of a theoretical study of the problem of communication in the design of an advertising poster. The communicative function of composition in design is examined, and the influence of means and techniques of composition on the communicative capabilities of an advertising poster is highlighted. The formation of the graphic language is considered historically, and its influence on the communicative function of advertising poster design is described. A theoretical justification is given to the laws and means of composition in advertising poster design contributing to the creation of a visual advertising image that ensures active communication. Consideration is given to interaction between the visual and verbal components of the poster that create a unique visual language and thereby attract attention to the content. The mechanism of communication between the designer and the audience is described. The compositional means that contribute to the expressiveness of the visual language in advertising poster design in different design styles are presented.