March 2018


«Architecton: proceedings of higher education» № 56 December 2016


Salmin Leonid Yu.

C.Sc. (Art Studies), Professor, Subdepartment of Graphic Design,
Designer, Cultural Studies Scholar. Member of the Russian Union of Designers.
Ural State University of Architecture and Art. 
Ekaterinburg, Russia, e-mail: leosalmin@mail.ru  


The article is devoted to the issue of fundamental changes in visual communications and to the consequences of these changes in the context of visual design evolution. The author considers a range of factors behind the origin of a new visual reality and specificity of the current visual discourse from the perspective of methodological problems concerning further evolution of the visual design profession. A hypothesis is proposed concerning the transformation of the professional activity model in visual communication design in the context of the current visuality crisis.

Key words: visual communications; visualisation; design; visible and invisible; identity; illusion


1. Eco, U. (1998) The Absent Structure. Introduction to Semiology. Saint-Petersburg: Petropolis (in Russian).

2. Shevchenko, V.E. (2013) Theoretical Foundations of Visual Communication. Scientific Bulletin of Belgorod State University. Humanities. No. 20 (163), Vol. 19 (in Russian)

3. Lester, P. M. (2006) Visual Communication: Images with Messages. Belmont: Thomson Wadsworth.

Russian text of this article

ISSN 1990-4126  Registration MCM el. № ФС 77-70832 of 30.08.2017 © USUAA, 2004-2017  © Architecton, 2004-2017