ETHNODESIGN IN THE DIGITAL ERA: INNOVATIVE TECHNOLOGIES IN COMPUTER GRAPHICS AND VISUAL COMMUNICATIONS

Abstract

The article examines the development features of ethnodesign in the context of the digital era, its integration into contemporary digital art, computer graphics, and the system of visual communications. The relevance of the topic is determined by globalization and the digital transformation of the cultural space, which emphasize the need to preserve national identity through modern means of visual expression. The author analyzes scientific approaches to understanding ethnodesign, digital art, and graphic design, and considers the potential of contemporary technologies, including 3D modeling, generative design, and artificial intelligence. It is established that the combination of traditional ornamental systems with digital tools contributes to the creation of new visual solutions that preserve cultural authenticity while meeting contemporary aesthetic requirements. The practical basis of the research is the analysis of the illustrative collection “Ukrainian ethnic collection” as well as student design projects based on the ethnic motifs of the Zhytomyr region. The effectiveness of using flat design, vector stylization, and decorative techniques in the digital interpretation of traditional images has been identified. Special attention is paid to the symbol “Tree of Life” and regional ornamental motifs of Polissia, which served as a basis for creating original visual compositions, posters, and identity elements. The results of the study confirm that ethnodesign in the digital environment is an effective tool for preserving cultural heritage and developing modern visual communications. Its practical significance lies in the possibility of applying the obtained results in graphic design, branding, and the educational process of training future designers