The thesis examines the role of graphic design in creating digital media content and the impact of different design approaches on the understanding and perception of advertisements.
The purpose of the study was to determine how individual visual elements influence users' message comprehension and aesthetic perception. Special emphasis was placed on comparing two approaches: the design–oriented approach, which focuses on visual quality and aesthetics, and the advertising–oriented approach, which emphasizes communication effectiveness.
The experimental part began by analyzing examples of good in graphic design practices and identifying differences between the two approaches. Based on these findings, 20 advertisements were developed. Ten thematic areas were selected, and for each, two advertisements were created - one for each approach. Graphic design software was used for the creation process, while presentation tools were used for testing. The survey was prepared as a live presentation, accompanied by a printed questionnaire, containing the questions for respondents. Participants first evaluated the comprehension of individual advertisements and then compared their aesthetic appeal.
The results showed that advertisements created using the advertising–oriented approach enabled better message comprehension in most cases and were, on average, also more appealing than those created using the design–oriented approach, which contradicted the initial expectations.
It was found that message clarity has a greater impact on users than aesthetic refinement alone. Based on the results, the hypothesis that effectively designed advertisements communicate messages more successfully was confirmed, while the hypothesis regarding the higher preference for aesthetically refined advertisements was rejected. The findings highlight the importance of balancing visual appeal and communication effectiveness in digital content design.
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