TYPOGRAPHY AS A TOOL OF SOCIAL COMMUNICATION IN UKRAINIAN POSTER ART

Abstract

The article explores the role of typography as a key tool for social communication in Ukrainian poster art from 1918 to 2025. The research focuses on the analysis of typographic solutions that shape effective social messages, enhance emotional impact on audiences, and support cognitive perception of information. The study examines the aesthetic, semiotic, and functional aspects of typographic design, highlighting its role in establishing a strong text-visual interaction that underpins effective social communication. Through the historical and contemporary evolution of Ukrainian social posters, the research reveals how typographic practices have transformed under the influence of socio-political changes, cultural shifts, and technological advancements. Particular attention is given to the use of aggressive, delicate, dynamic, and retro-inspired fonts, each of which conveys specific emotional and ideological messages, influencing public perception and social mobilization. The methodology of the research is based on an interdisciplinary approach, integrating art criticism, cultural studies, semiotic analysis, and cognitive psychology. This comprehensive framework enables the identification of key typographic patterns and their role in reinforcing the emotional expressiveness and communicative power of social posters. The study includes a comparative analysis of historical and modern posters, content analysis of typographic elements, and the interpretation of fonts as cultural codes that reflect collective identities and values. By examining the interaction between typography, color schemes, and visual compositions, the research provides insights into how typographic choices can evoke emotional responses, shape cognitive associations, and enhance the effectiveness of social messaging. The scientific novelty of the study lies in defining typography as an independent and influential means of social communication capable of shaping cultural narratives, mobilizing public opinion, and fostering national identity. The conclusions emphasize the importance of integrating typographic techniques with visual strategies to create impactful social messages that resonate emotionally with audiences, promote civic engagement, and contribute to the formation of social consciousness. The findings highlight the need for further exploration of the psychological and cultural dimensions of typographic design in social posters, particularly in the context of modern digital communication and global sociopolitical challenges.