The diploma thesis examines the use of classical art techniques in contemporary graphic design, with a focus on the design of promotional posters. The aim of the research was to explore the influence of various classical art techniques on visual perception, emotional response, and the communicative effectiveness of posters among the target audience, as well as to evaluate their role in comparison with digital design processes.
The theoretical part focused on the analysis of classical art techniques such as drawing, painting techniques, collage, and relief printing techniques, as well as their function in visual communication and contemporary graphic design. Special emphasis was placed on their expressive, material, and aesthetic properties, as well as their impact on the perception of the visual message. We analysed the significance of the promotional poster as a medium of visual communication and contemporary approaches to poster design.
The experimental part involved the design and creation of three promotional posters for the Kamerat Workers’ Film Festival, with each design executed using a different classical art technique. After the posters were created, a comparative analysis was conducted, focusing on the use of light, contrast, texture, colour, composition, and emotional impact.
The analysis showed that different artistic techniques represent the same motif in different ways. Charcoal emphasises atmosphere and a connection to the mining heritage, linocut highlights collectivity and graphic drawing, while tempera collage creates a more contemporary and dynamic visual interpretation. Despite their differences, all three solutions successfully communicate the core values of the Kamerat Festival.
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