Composition as a Factor of Artistic Expression in Graphic Design Works

The purpose of the article is to investigate the influence of composition on the content and decoding of visual messages. The research methodology consisted in the method of theoretical and structural-semiotic analysis. Through schematization of informational and content-related elements, the influence of composition on the speed and accuracy of decoding information is proved; the dependence of content decoding on different ways of compositional organization is highlighted. The scientific novelty of the work lies in revealing the dependence of content decoding regarding neutral communicative elements on the methods of their compositional organization and outlining the role of composition in the formation of the visual-stylistic unity of carriers of the original style. It was established that the method of encoding information on the basis of associative variation of the characteristics of geometric primitives, or forms that are similar to them, leads to the formation of the logic of perception of signs – the logic of images, which allows for the correlation of schematized plane images with objects, processes and phenomena of the outside world. The rules of this logic of images were brought into correlation with the principles of Gestalt, which were formed in psychology. Conclusions. The content of visual messages is perceived as the correspondence of the integrity of the figurative construction of the informational structure to the essence of visually encoded images. It also shows the significance of the compositional structure as a unity capable of obtaining synergistic features and transmitting information much larger than the set of individual elements. The effectiveness of the mechanisms of “processing” a significant amount of figurative, substantive and emotional material into a set of stereotypical representations that are actively produced and consumed by mass culture is ensured by the schematization and compliance with conditions of the compositional representation of information codes, the effectiveness of which is similar to the works of fine arts. Maintaining the principles of compositional organization of the information covered in this publication ensures the unification of ideas and forms of its graphic embodiment