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Проблема визуальной сложности: критерии анализа и оценки
The article analyses the concept of visual com- plexity, highlighted by different researchers as a significant characteristic of contemporary visual communication and culture. The problem of ambiguity of the concept and its dependence on different objective and subjective factors and perception variables is posed. Formal categories and criteria for assessing visual complexity are defined, its sta- ble patterns in the subject area of corporate identity — logo, are revealed. With the help of the identified catego- ries visual complexity is analyzed through specific formal universal attributes that can be systematized, which makes it possible to answer the question of what makes a logo complex. The concept of complexity of corporate identi-
Identity-Based Logo Associations in a University Merger // Journal of Brand Management. 2021. Vol. 28, No 7. P. 241—253. DOI: 10.1057/s41262-020-00223-5.
25. Родькин П.Е. Проблема коммуникативной деструк- тивности в брендинге территорий в простран- стве интегрированных коммуникаций // Цифро- вой бренд-менеджмент территорий: глобальный и локальный аспекты : материалы IV Международ- ной трансдисциплинарной научно-практической web-конференции “Сonnect-Universum-2018” (29— 30 ноября 2018 г.). Томск, 2019. С. 172—176. DOI: 10.17223/9785946218597/31.
26. Mahmood A., Luffarelli J., Mukesh. M. What’s in a Logo? The Impact of Complex Visual Cues in Equity Crowdfunding // Journal of Business Venturing. 2019. Vol. 34, No 1. P. 41— 62. DOI: 10.1016/j.jbusvent.2018.09.006.
27. Madan C.R., Bayer J., Gamer M., Lonsdorf T.B., Sommer T. Visual Complexity and Affect: Ratings Reflect More Than Meets the Eye // Frontiers in Psychology. 2017. Vol. 8. P. 2368. DOI: 10.3389/fpsyg.2017.02368.
Иллюстративный материал предоставлен авторами статьи
ty is meaningfully revealed from the point of view of designers — its direct developers, who determine the visual-graphic, constructive and plastic character of the brand logo. For the first time in the Russian-speaking scientific space, an empirical study of the position of professional designers regarding the significance of the proposed criteria was conducted. The quantitative survey method allowed objectifying the point of view of the professional audience: the data is characterized by stability in comparison with the data obtained from the general au- dience. Visual complexity is thus conceptualized and empirically operationalized without a gap between the theo- ry and practice of visual communication. It is concluded that, as an expressive design tool, visual complexity is a positive characteristic in contemporary media communication.