Візуальний стиль журналу як важлива складова ідентифікації видання
The visual style of the magazine as an essential component of the publication's identification

Summary/Abstract: Purpose of the article is to identify the individual-style characteristics of the journal, which affect its identification among other publications. Methodology. In achieving this goal, the following research methods were applied: comparison, systematization, analysis, the generalization of the problem studied, description, concreteness, used scientific works on design and modeling. Scientific Novelty. The research consists of trying to prove the influence of the visual style of the journal on its identification. Conclusions. As the study shows, visualization is a component of an information message that can influence the perception, providing a transparent transfer of information even without viewing the text. The visual style of the journal dramatically affects its identification with the help of such symbolic forms as the logo, font, color and graphic images. It is the symbolism that helps to find out the magazine among others, makes it unique and attracts the attention of the reader, and visual characteristics form a unique image of the magazine, become its information carrier and identify the publication, fixing its associative model in the memory of the consumer.

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