Zakharova S. Human dimensionality of Design Activity (social-philosophical context)

The thesis is devoted to cognitive analyses of human dimensionality of design activity showed as its attributive feature that leads to personal humanization and society democratization. There are displayed rational and irrational sources; biological and psychological, intelligent and social facilities of a human that power this innovation process; uncovers way of estrangement of designer essential potency and way of acquisition by a customer/consumer/viewer of humane essence inserted into design commodity; actualization of social-oriented communication based on social esthetic icon modernization as well as forming of ontology of modern human-oriented social systems that are basis of social organism of any country. Except process of "estrangement - acquisition" there is characterized cognitive facility that takes off contrast between personal esthetic icon and social one. There are shown cultural and axiological factors of human dimensionality optimization, main directions of design activity evolution in Ukraine.