Psycho-visual Mechanisms of Perception Control by Means of Graphic Design in Conditions of Information Overload

The purpose of the study is to identify, systematise and critically analyse the psycho-visual mechanisms used in contemporary graphic design to manage perception in conditions of information overload. Research methodology. An interdisciplinary approach was used, combining the principles of cognitive psychology, neuroaesthetics, Gestalt theory and design analytics. The primary research methods include: critical visual analysis, cognitive-perceptual interpretation, philosophical conceptualisation of visual experience, and content analysis of examples of visual communication in conditions of information saturation. Scientific novelty. The article offers an interdisciplinary analysis of psycho-visual mechanisms for managing perception through graphic design in conditions of information overload, examining the intersection of cognitive aesthetics and visual semiotics. The application of psycho-visual consistency as a factor in effective communication in overloaded conditions is clarified. A typology of cognitive functions of forms is proposed, which allows visual elements to be considered as carriers of perceptual influence. Psycho-visual mechanisms of perception control, facilitated by graphic design, are generalised in conditions of information overload. The results are of practical importance for the design of visual communications, can be used as analytical tools in the creation of visual strategies, and can be incorporated into the training of future graphic designers. Conclusions. Research into the psycho-visual mechanisms of perception control through graphic design confirms their leading role in structuring visual information in conditions of information overload. It is essential to focus not on visual complexity, but on the informativeness and controllability of attention, which provide grounds for creating adaptive and intuitive design solutions. The graphic designer acts as an intermediary between complex information flows and the user’s cognitive abilities, while graphic design performs regulatory and meaning-making functions. The effectiveness of graphic design depends on the graphic designer’s ability to apply Gestalt principles, visual accents, rhythm, and compositional balance, which ensure cognitive economy and facilitate perception.