Visual culture of photography in art and design

The relevance of the research lies in the systematic presentation of the historiography of photography, new innovative approaches in the stylistic and figurative depiction of reality in art and design. The purpose of the research was to investigate the historiography and perspectives of the visual culture of photography in art and design. The research methodology consisted in the application of the historical method, the method of comparative analysis and the historical and cultural approach. The article thoroughly reviewed and analysed the evolution of technical and creative techniques of photography and their use in design, and also drawn attention to the possibilities of digital photography. Also, the emergence of digital processing technologies enabled designers to have a new vision of artistic images. It was proved that the visual culture of photography provided new opportunities and technologies in art and design, and the necessity of rethinking the creation of a visual image in art and design thanks to the art of photography was determined. Photography as a form of art built on the principles of transforming a photo into a graphic artistic image was studied, it was determined that the main visual means in photography are high contrast, silhouette, colours, the ratio of light and shadow. It has been found that in art and design it is possible to apply such techniques of photography as soft focus, double exposure, solarisation, photomontage, which directly interacted with the historical development of artistic currents in photographic art. Therefore, using creative thinking and experimenting in graphic editors with different filters for photo images, you can contribute to the emergence of new design solutions