Artistic and Communicative Transformations of the Book Against the Background of the Evolution of the Visual Paradigm in Ukrainian Design

The purpose of the study is to outline the artistic and communicative transformations of the Ukrainian book, which reflect the modern visual paradigm, as well as to highlight their influence on the further development of domestic book design. Research methods include theoretical, source-scientific, comparative, chronological and analytical. Scientific novelty. It was found that transformations of artistic and communicative possibilities in domestic book design were actively manifested, primarily due to the development of innovative alternative book forms, as well as the reaction of the artistic and visual system of classical publications to the demands of the times. The main influencing factors were the visual turn in culture with the subsequent formation of a visual artistic paradigm, technological progress in design and the development of various directions of visual communications. It has been proven that the visual communication of modern domestic book editions has significantly increased compared to the book of the 20th century, as the design and projection of the book has acquired an innovative toolkit, which allowed to attract additional channels of perception. In addition, in the process of research, the mutual influence of the communicative capabilities of the book and its design development is outlined, as well as the systematization of the artistic and communicative levels of modern Ukrainian book publishing is proposed. Conclusions. The artistic characteristics of a modern book form a single harmonious field among themselves, which effectively implement communicative tasks. In particular, the visual communication of the book takes place on several levels: illustrative, compositional, spatial, provided that they are equivalent within the ensemble of each edition. However, with the strengthening of certain separate levels of communication, which occurs due to the popularization of new alternative book forms that demonstrate the advantages of separate visual-communicative channels, it is possible to state the presence of an appropriate artistic-communicative classification among the latest book products. Thus, in a classic paper book the compositional level of visual communication dominates, in a graphic novel (comics, sketches) the illustrative level of visual communication prevails, in interactive book products, on the other hand, the main visual and communicative level is the artistic space organized by the designer-developer using immersive technologies and structural layout design techniques