Minimalism of typographic media aesthetics in the design models of Russian digital media

Abstract

This article is devoted to a comparative analysis of visual-semantic communication in the design models of three online publications — “Kommersant”, “2x2.media”, and “Gorky” — as an editorial strategy for positioning in the "experience economy" or "emotional market." Methods of content analysis, typographic analysis, and comparative research are applied to identify the features of type solutions, visual segmentation, and stylistic approaches, considering the professional orientation and specific audience of each publication. It is revealed that sans-serif or grotesque fonts serve as a universal tool for text formatting in online media; however, editorial policy determines unique stylistic accents: the minimalism of “Kommersant” reflects its elite status and content quality; the typographic minimalism of “2x2.media”, with its playful elements, targets a young internet audience; the romantic minimalism of “Gorky” emphasizes its literary focus and the intellectual level of its materials. The typography of the design models forms a visual-semantic code for the publication, ensuring harmony between content and design, as well as effective communication with the target audience in the digital media space.