TRANSFORMATION OF GRAPHIC DESIGN UNDER THE INFLUENCE OF AUGMENTED REALITY TECHNOLOGY: FROM HISTORY TO PRESENT

Abstract

The global process of digital transformation and the development of digital technologies irreversibly cover all spheres of human activity. Augmented reality technologies are developing rapidly and have already gained recognition in many industries and services. The field of graphic design is no exception. The purpose of the work is to study the impact of augmented reality technology on the modern practice of graphic design. The research methodology is based on an interdisciplinary approach that combines methods and concepts from the fields of graphic design, art history, information technology, and the analysis of cultural and sociocultural aspects. The scientific novelty of the study consists in the study of the complex impact of augmented reality technology on graphic design from the perspective of history and modernity. The study examines how the historical development of graphic design has been changed and influenced contemporary practice through the introduction of augmented reality technologies. Conclusions. Graphic design is an important phenomenon in the art and design culture of the 21st century. The historical roots of this type of artistic design go back to ancient times, when man first began to feel himself a part of society and found the need to transmit various information, which could be ritual, magical or of another kind. Emerging at the beginning of this century and developing against the background of the industrial and scientific and technological revolution, modern graphic design has become one of the most influential fields of design in general. Research has shown that augmented reality technologies have great potential to transform approaches to graphic design. This technology meets modern requirements and opens the way to creativity and innovation in the field of graphic design. Modern technologies of augmented reality have a significant potential for increasing the productivity of the designer and reducing the costs of projecting design solutions.