INFLUENCE OF GEOMETRY OF FORM ON THE VISUAL PERCEPTION OF DYNAMIC QUALITY IN INFORMATION AND ADVERTISING PRODUCTS

Abstract

Development of information and advertising product submits to those rules which any work of fine art is created on. For example, an image is created by the exact not image of reality, but generalization of separate details of the represented object, underlining from point of artist the most important, most characteristic in him. An artistic vividness in the design of information and advertising product is arrived at by facilities of architectonics, and also facilities, special and for the row of the plane and by spatial-volume applied arts. Most a information and advertising product influences the emotional side. It is therefore possible to talk about strict, quiet, dynamic, simple, rich, severe and other character of publicity-informative product. A information and advertising product must vividly reflect reality and cause certain emotions.

Thus, visual sensations are the initial point of difficult psychological process, their analysis, comprehension and processing in presentations and concepts. Development of this difficult psychological process causes the emotional reaction of senses of man on the publicity-informative products perceived to them. It explains why a man as a result of frequent experience of visual perception produces certain provisional reflexes which can cause certain emotional appearance or certain mood.

For example, the visual perceived spatial relations of form and its details have certain character. Emotions, arising up in the process of visual perception, are explained by that the form of publicity-informative product, colors, contours and other qualities of the represented objects, are related to images of rest, motion, flight, falling et cetera, that with the pictures of properties of geometrical solids, characterizing their position in space.

Key words: artistic design, composition, information and advertising product.