This diploma thesis explores the use of visual communication in the critical examination of contemporary consumption and its social and environmental consequences. It focuses on how visual language, interactivity and digital space can contribute to more effective user awareness of the impacts of consumer culture. Through an interactive website designed as a three-dimensional digital environment, the thesis develops a visual campaign that guides users through different aspects of contemporary consumption using advertisements, animations, infographics and video content.
The theoretical part discusses the characteristics of contemporary consumer society, the influence of advertising on the formation of desires and purchasing habits, and the importance of visual communication in conveying socially critical messages. Special attention is also given to digital media and interactive web environments, as they enable a more engaging, experiential and memorable user experience. The practical part develops the campaign concept and includes the design of the visual identity, advertisements, infographics, animations, video content, promotional materials and a 3D web environment that functions as the central medium of the campaign.
The result of the diploma thesis is a comprehensive visual campaign that combines a critical approach, contemporary digital design practices and an interactive user experience. The campaign does not aim merely to present the issue of contemporary consumption, but to actively involve users in exploring the content and encourage them to reflect on their own everyday habits, decisions and relationship to consumption.
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