SEMIOTIC-INTERACTIVE METHODOLOGY OF CO-CREATION IN MODERN GRAPHIC AND COMMUNICATIVE DESIGN

The article discusses the changing role of communicators due to the active development of generative programmatic and artificial intelligence design systems. It notes an increasing interest in creating design solutions in collaboration with machines through digital-generative and conceptual- generative approaches that require theoretical reflection. This can be fully realised, for example, through a semiotic-interactive methodology, which is understood as the combination of two basic components: semiotic and interactive. The semiotic component implies a unified semiotic format for the representation of communicative acts using semiotic figures, signs, and sign systems. The interactive form of communication involves programmatic-instructive “request- response” reactive interaction, as well as dialogic co-creation between humans and artificial intelligence generative design systems that can take into account the individual context of the design process. The article highlights the characteristics of the formation in the context of methodology: the role of the professional designer (focused on creating semiotic invariants-concepts for training the generative design system), the synthetic role (combining the sub-roles of the client, designer-editor, user, and consumer — creating individual design solutions in collaboration with the generative design system), the digital profile analyst (studying the needs of the synthetic role representative, thereby helping to generate more personalised design solutions), and the intelligent assistant role (the designer-generator, facilitating the interaction of communicators with the generative design system). The changing roles of communicators lead to the necessity to consider the design program as the primary means of expression, and to the development of methods for analysing (deconstructing) and synthesising (constructing) design programs. It demonstrates how the ongoing changes are influenced by the communicative model that includes the machine executor, as well as the instrumental tools and characteristics of the generative design environment/design system.