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Trends in the Evolution of Visual Communication in the Context of Book Design

The article reviews the stages and factors of evolution in visual communication. It also analyzes the basic principles in construction of such communication. Features of a book as a communicative carrier are reviewed. The article reveals current trends of visual communication evolution, their origins and historical analogues. The author proves that changes in communication technologies are closely related to changes in the principles of information consumption. Modern features of communicative space development are revealed. They include interactivity, multimedia, and hypertextuality. Due to these factors, expansion of the role of the visual component and its more active use as the main carrier in the communicative culture keeps going on in recent years. Analysis of the modern communicative space indicates not only the tendency to visualize. Firstly, a distinctive feature of modern communications is an easy access of almost any information accumulated by mankind. Secondly, general acceleration of the pace of life pushes to the need to learn and relearn, gain new knowledge every day, spending as little time as possible. Third, the user has a habit to respond to any type of information interactively. This is one of the most important changes in the principles of transmission and perception of information, which involves the user in the process of perception and makes him a co‑author. The present research shows that visual communication uses not only modern approaches, such as hypertextuality, multimedia and interactivity, but also traditional methods of artistic practices, such as color, composition, shaping, etc. Modern trends in visual communication feature redefining of the techniques inherent in visual communication for a long time. At the same time, there is a certain interpenetration of techniques inherent in computer and print media. The development of methods of information transfer is continuing. The emerging of new forms is possible, which may serve as a topic for further research.