: 138-146
Lviv Polytechnic National University Department of Architectural Design and Architecture Fundamentals
Associate Professor of the Department of Design and Architecture Fundamentals Lviv Polytechnic National University, Lviv
Lviv Polytechnic National University

Factual and analytical materials on the typography of slogans in commercial advertising in Ukraine in the 2020s have been introduced into scientific circulation. The topic is relevant, because advertising is the engine of modern trade in the field of production of goods and provision of services, and the development of a successful advertising slogan is a basic need for the development of the brand of any enterprise. However, despite the rapid development of graphic design in Ukraine, today there is a small amount of scientific research in the field of typography of fonts in the development of slogans in commercial advertising. In particular, in the scientific literature, there are still no recommendations for the development of the typography of slogans in advertising, in particular, commercial ones. Therefore, the purpose of this publication is to highlight theoretical materials that will fill this gap. The features of typography as a tool for solving functional and aesthetic aspects in the design of advertising products are analyzed. On the basis of research, the influence of advertising slogans was evaluated, the use of different font models was considered. Based on the obtained data, as a result, the most frequently used and visually expressive methods, which are practiced in the typography of slogans on the territory of Ukraine, were brought out. It was found that the majority of respondents: pay attention to commercial advertising, however, they are neutral to any advertising tool and buy a product, relying only on their own assessment of its quality, therefore, they are rarely influenced by advertising. At the same time, 95% of respondents know what a slogan is and believe that unconsciously some of the advertising slogans influenced the purchase of the product. The majority of respondents pay attention to the writing of texts and, in particular, to the fonts themselves, however, less than half of the respondents pay attention to the typography of slogans, while most of the respondents agree with the statement that correctly selected fonts in commercial advertising slogans influence the mood of consumers. It was established that the majority of respondents preferred: a combination of both components in commercial advertising: a successful font composition of the slogan, and an interesting visual series; placement of the font composition of the slogan at the top in the middle, because, in their opinion, such a compositional solution attracts the most attention; placement of the slogan to the right of the logo, as it is easier to read the first time; harmonious combination of content and stylization of the font; fonts in the style of Old Slavic typefaces and know what the «Ruthenia» font of V. Chebanyk looks like; medium-weight fonts; laconic letters without serifs and unnecessary elements; fonts without serifs, of the same thickness; letters with a strong slant, which are close to handwritten drawing; classic font with Times New Roman serifs; fonts of neutral color, black and white, with gradations of gray; font composition of white color on a red background.

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Halyshych R. Ya., Krokhmal’ V. V., Merie O. V. (2022). The relevance of the use of calligraphic Ukrainian writing in modern graphic design. Aktualni pytannya humanitarnykh nauk : mizhvuzivskyy zbirnyk naukovykh pratsmolodykh vchenykh Drohobytskoho derzhavnoho pedahohichnoho universytetu imeni Ivana Franka, Vyp. 34, t. 1, pp. 50–58. doi: 10.24919/2308-4863/34-1-8.

Slushayenko V. Ye., Syeryk M. P. (2012). Slogan as a tool of social advertising. Visnyk NTUU «KPI», № 3 (15), pp. 118–121.

Ismailova M. S. (2019). Visual and figurative language of typography in the design of printed publications of the period of early modernism: avtoref. dys. … kand. myst. : 17.00.07. Kharkiv, 20 p.

Ismailova M. S., (2016). The font as the main means of shaping the visual and figurative language of typography in the design of polygraphic advertising products of the period of early modernism. Visnyk KhDADM, №5, Kharkiv, pp. 24–32.

Mitchenko V. (2018). Calligraphy. Interactions of fonts: theory and practice; Cyrillic and Latin; history and modernity. K., Laurus. 288 p.

Chebanyk V., (2007). The native language is a visible image: [an outstanding graphic project]. Ukrayins’ka kultura, № 1, pp. 19–21.