International Presence as a Factor of Influence on the Development of Visual Communication Design in China at the End of the Xx Century

The purpose of the article is to reveal the features of the development of visual communication design in China at the end of the 20th century in the context of the policy of openness and active interaction with international professional communities. Research methodology. To achieve the goal, general scientific and special research methods were used. Complex and analytical methods were effective, which made it possible to conduct research in various aspects holistically and consistently. The main results of the study. China experienced a difficult period of political and social transformations, which significantly influenced the content and image in the design of visual communications during the 20th century. It was the changes in the political arena in the country that allowed visual communication design in the 1980s and 1990s to gain new development and establish itself as an important professional field in the last three decades. International communication, economic growth, technological development, inspired by the policy of reforms and openness, activated all modern directions of graphic design, contributed to the formation of industry associations and institutions. It was found that the openness of Chinese designers to Western practices in the context of globalization creates conditions for direct borrowing of universally accepted approaches and solutions, reducing the value of their own traditions. Therefore, the intention to fill the visual language of design with national local content becomes noticeable. Conclusions. It was revealed that the intensification of the development of visual communication design in China at the end of the 20th century, inspired by changes in the political arena in the conditions of reforms and openness, contributed to the expression of the industry at the national and international levels, strengthening its status and influence. From the early 1980s to today, the gradual standardization of graphic design at the level of academic organization, scientific discourse and other disciplines has accumulated professional reserves for a new stage and created an important platform for further development.