Semantics of colour in the Advertising graphic design: the cultural and communication aspects

The subject of this research is selected the semantic load of colour in the Advertising graphic design. The article reflects the analysis of cultural and communicative aspects of colour as a mean of shaping the compositional form-making in the Advertising graphics. The authors are used the system-structural, socio-cultural, axiological, art-historical and colour-graphic methods. The importance of the emotional and aesthetic perception of colour in Design and Advertising is accented. It is proved that the colour should always contribute to the implementation of specific communicative tasks. The tendencies of practical using of synergistic opportunities colour in the designing of advertising production are revealed. The colour functions in advertisements (expressive, physiological, emotional, informative, positive-aesthetic) are analyzed.