The role of mathematical thinking in the design and activation of the contemporary poster message

Document Type : Original Article

Authors

1 Advertising department, Faculty of Applied Arts, Helwan University.

2 Advertising department, Faculty of Applied Arts, Helwan university

Abstract

The research deals with mathematical thought in the design process and its role in activating the advertising message of the poster, considering the poster as one of the important branches of communication, and how the foundations and laws governing design can be translated with mathematical thought that is closer to simplicity than complexity, through which it is possible to calculate the forces of balance and know the weight of the elements and their visual weight and dominance In the design, as well as achieving systems of proportion and rhythm as aesthetic values discovered by man in nature since ancient times and translated into a mathematical method and numerical values, which are proportions applied in some of the arts of different civilizations, and we have seen that many posters have a mathematical sense, whether in the organization of shapes or their treatments, and that mathematical values have an important role in the design of the poster. This was the reason for choosing the topic of the research, and also answering the question of whether mathematical thought has a role in achieving the aesthetic dimension and activating the functional aspect of the poster, and the researcher hypothesized that in addition to that mathematical thought can form a working guide for the designer, and through the analytical study and questionnaire we were able to verify the research hypotheses and reach the results and recommendations, and the main objective of the research is to shed light on the role of mathematical thought in poster design and verify its effectiveness for the advertising message, and the researcher followed the descriptive method to describe the phenomenon objectively, collect data about that phenomenon, analyze and determine it. The research addresses this through two axes, the first axis represents the theoretical framework of the research topic and deals with the mathematical interpretation of the foundations and rules of design in the advertising poster, and the second axis includes the analytical study, the results of the questionnaire, and the findings of the research.

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