THE EVOLUTION OF VISUAL COMMUNICATION DESIGN IN THE AGE OF DIGITAL TRANSFORMATION: A STUDY OF CULTURAL ADAPTATION AND TECHNOLOGICAL INTEGRATION IN THE UZBEK MARKET

Abstract

This thesis investigates the transformative impact of digital technologies on visual communication design within the specific cultural context of Uzbekistan. The research explores how traditional visual languages interact with emerging technologies like AI, AR/VR, and motion design, proposing an integrated framework for culturally-relevant digital visual communication. Through mixed-methods research including case studies, user testing, and experimental design, the study develops and tests the "UzHeritage" platform—a digital initiative for promoting Uzbek cultural heritage through innovative visual communication. The findings demonstrate that successful visual communication in digital environments requires balancing technological innovation with cultural sensitivity, accessibility, and user-centered design principles