Формоутворення в графічному дизайні

The purpose of the study: to reveal the specific features of form-making in graphic design, its basic principles, and current trends in the transformation of visual communication tools in contemporary design practice. Methods: the study is based on an interdisciplinary approach combining art historical, cultural, communicative, and technological perspectives. Analysis and synthesis were employed to generalize the theoretical foundations of form-making, the comparative method to compare traditional and digital means of creating graphic forms, and systematization to identify current trends in visual communication practices. Scientific novelty: the artistic, compositional, and technological factors of contemporary form-making in graphic design are systematized, and the nature of their interaction in the context of digital transformation is clarified. Form-making is considered a dynamic process in which traditional principles of compositional organization are integrated with digital, interactive, and intelligent technologies. Results: the role of composition, rhythm, contrast, proportion, and harmony in creating a coherent graphic form is identified, along with the importance of the relationship between form and content for effective visual communication. Colour, typography, graphic elements, and compositional structures are analysed as the principal artistic means of form-making. The impact of computer graphics, animation, 3D modelling, interactive interfaces, and multimedia platforms on contemporary graphic design is established. Trends in digital form-making related to minimalism, adaptivity, interactivity, artificial intelligence, and augmented and virtual reality are outlined. Conclusions: form-making in contemporary graphic design is a multilevel process in which artistic and compositional principles are combined with digital technologies and new ways of organizing visual communication. Its transformation under technological, cultural, and social change gives rise to new means of artistic expression and expands the informational, aesthetic, and socio-communicative functions of graphic design.