Abstract
The paper highlights the growing importance of web sites that become the preferred media choice for information search, company presentation, purchasing things, choosing entertainment, education, and social contacts. Visual symbols play an increasingly important role in our daily lives. The concept of aesthetics which plays an important role in designing successful websites, in supporting the content and the functionality, in appealing to the taste of the target audience is discussed. It has been stated that working with visual text elements and color in web design 
 is given a special place. The graphic effects make a compulsory part of any website. The correla-tion between aesthetics and functionality in web design has been analyzed. The role of aesthetics 
 in IT technology and design has been evaluated.
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