Abstract: The object of this research is visual culture in the context of studying artifacts and design of new visual images. The subject of this research is the theoretical reflection on the essential attributed as the general characteristics of visual culture. The author compares the depiction of the artifacts of visual culture artifacts in postmodernism and constructivism. Postmodernism does not aim to build holistic images and reveal the content through visual form. Constructivism, in turn, structures holistic and aesthetically expressive forms of artifacts in unity with the content. The knowledge and meanings in visual artifacts are constructed via graphic spatial and artistic features. Special attention is given to the constructivist approach as a theoretical-methodological substantiation for studying the essential attributes of visual artifacts. Such approach allows the cultural entities to build semantic models by means of the general cultural geometric language in the dialectical synthesis of various forms, content, and conventional meanings. The artistic interpretations contribute to creation of the unique content. The constructivist approach includes the following methods: deconstructivism of conducting detailed analysis of the artifacts; constructivism of building new aesthetically expressive images. The result of this research lies in systematization of the essential attributes of visual culture for all forms and content. The novelty of consists in correspondence of the constructivist approach to the object and subject of the research, as well as in examination of the actual reality of the modern visual culture of digital technologies and new constructive methods of visualizing form and content in the images.

Abstract: The subject of this research is visual communication. The goal of this research is to demonstrate the theory of designing visual culture artifacts in the images that possess communicative potential. Images are structured within a system of interrelated meanings that form holistic mages vividly illustrate semantic models to the people, which is the condition for easier visual perception of the form and content of the artifacts. The theory includes the three factors of visual communication: structuring of aesthetically expressive forms within the system of conventional meanings of the content; design of the spatial structure of artifacts using the universal cultural geometric language and artistic interpretations; creation of culturally significant information in the images using cognitive, artistic and symbolic signs of cultural languages. The novelty of consists in application of constructivist approach towards discrete encoding of the artifacts of visual culture within the system of meanings that represent content through the synthesis of shape of an aesthetically expressive image. Design education carries out a research of application of constructivist approach towards design of visual artifacts. The research results depended on the exhibition of the joint works of students from experimental and other students. The exhibition demonstrated that the works performed in architectonic style attract attention of the audience more than the works of other students. A constructivist approach towards design education contributes to optimization of visual communication with people.