ARTISTIC AND STYLISTIC REPERTOIRE (STYLING) IN THE DESIGN OF EDUCATIONAL SITES AND PORTALS

Abstract

The article examines the issue of styling (artistic style repertoire) in the design of educational sites and portals. The author claims that the relevance of the mentioned issue is connected with a number of factors. Among them: 1) a short period of time for composing styles; 2) the communicative feature of web design, which at the same time borders with forms of media communication on purely technical directions (for example, engineering); 3) stylistic aspects in the evolution of web design cannot exist outside the aesthetic experience of graphic design, and in a broader context – print and graphic design. The purpose of the article is to study the artistic and stylistic properties in the design of educational sites and portals in historical retrospect, as well as from the point of view of the principles in the general design structure of web resources. The author identified three main markers of styling in the design of educational sites and portals: 1) artistic-emotional concreteness, which is achieved through the maximum certainty of iconic and symbolic aspects of the artistic language of website design; 2) association with the context, which is expressed through the connection between the message and its background qualities, between the central artistic idea and individual aspects that specify it; 3) functionality of decorative content: all elements of web design that stylize (decorate or create effects) must be subordinated to a utilitarian purpose, the meaning of which is obvious in the usability system. The results of the study prove that the historical genealogy of style formation has wave-like dynamics and is prone to periodic repetition of individual compositional or formal aggregates. This is visible in the design as the most typical and effective solutions. In this sense, the analysis of the practice of their development, change and transformation has a further research perspective.