2020, Vol. 5, No. 1. - go to content...

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Petushkova T.A., Belgorodskiy V.S. Fractal harmonization visual and graphical identifiers on the example of the fashion brand «Chanel». Journal of Clothing Science. 2020; 5(1). Available at: https://kostumologiya.ru/PDF/17IVKL120.pdf (in Russian).

Fractal harmonization visual and graphical identifiers on the example of the fashion brand «Chanel»

Petushkova Tatyana Anatolyevna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: tatyana_petushkova@yahoo.com

Belgorodskiy Valery Savelievich
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: rectormgudt@mail.ru

Abstract. Analysis of modern research in the framework of morphogenesis of architectural and environmental space shows that fractal structures are widely used not only in natural, but also in artificial environments. The article considers an experimental method of using fractal geometry as a means of analyzing advertising appeals of successful fashion brands. For the first time, the theory of fractal analysis is applied to such a dynamic and poorly studied object. The possibility of using the method of structured step to quantify the harmony of advertising communications is considered. The methodological premise is the position of the architectural theory of the connection of the Golden proportion with linear and nonlinear dynamical systems of nature. The Golden proportion is understood as a proportionate system of code units in linear and angular expression, through which artistic communication of the visual image is carried out. A method for studying the level of fractal dimension based on the Golden section scale, which includes linear coefficients-modules and «Golden» angular parameters Of I. Shevelev’s a-rhombus, has been developed. For digital measurement of photographic advertising objects, the traditional method of measuring and graphic study of historical monuments is applied. One of the most influential French fashion Houses «Chanel» is considered as an object of research. As a result of a quantitative experiment, it was found that the linear and angular parameters of the frame format, the silhouette of the advertised costume, its structural and decorative lines and background elements show a high degree of fractal consistency of different-scale elements. They are connected by a single proportional dependence and form an integral harmonious system of relations, or the geometric code of natural encoding of visual images, which explains the degree of such a high emotional impact on the viewer.

Keywords: fractal; fractal analysis; geometric fractal models; structured step method; proportions; Golden section; fashion brand

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