Deconstruction theory as a creative approach to poster design

Design as a science, and as a field of art, is not isolated from all innovations, and it is an artistic thought that accompanies all styles and trends of art until the theories and artistic trends become multiple entry points in the creative thinking of design.

On the other side, the rapid development of digitization and artificial intelligence in the fields of design led to the designer relying on the use of these available capabilities to create designs with ease, depending on the capabilities of programs and applications, which led to the designer’s retreat from applying his mind and imagination sufficiently to create creative designs with a special human artistic touch. which of course has a unique and powerful impact on the recipient.

In light of these changes, the need to guide design students to benefit from the intellectual premises and theories appeared, that influenced the trends of modern art, so that the outcome of this study would be an input that could stimulate the students' creative side and enrich the field of advertising design.

This research discussed one of the artistic theories of postmodern arts, which directly affected the various fields of design, which is the deconstruction theory, and it is one of the theories that was studied through the design theories course, which is prescribed for postgraduate students majoring in advertising, Faculty of Applied Arts, October 6 University.

The research adopted the descriptive analytical approach in reviewing models of advertising designs that were based on the principles of deconstructive theory. And deducing the most important foundations and principles that can be utilized and applied by following the experimental approach in designing some innovative advertising posters that were designed by Pre-Masters students.

One of the most important results of this study, that the significance of deconstruction is not fixed in material forms, as designers and readers participate in the automatic creation of meaning, whereby deconstructive designs can be considered as “interactive designs” that invite the reader to be an essential part of the advertising activity, which stimulates the creative side of the designer and enriches Advertising design field. Therefore, the researcher recommends paying attention to developing the designer's thought in general in a flexible manner in the light of modern theories such as the deconstructive theory and benefiting from its philosophy in designing innovative advertising posters.