Abstract
The purpose of the study is to study the impact of digital design on the communicative interaction between the consumer and the manufacturer. The study involved two groups of respondents. The first group included 47 digital design professionals (26 men and 21 women) involved in websites development. The second group included 49 consumers of these goods and services (25 men and 24 women). For the survey of respondents, a validated questionnaire was developed that included characteristics of the main digital design tools used to develop websites and aimed at attracting consumers of goods. The research has shown that the main factors of digital site design, affecting the communication between a manufacturer and consumers, are loading speed, security, usability, and the possibility of feedback. At the same time, designers prioritize the technical parameters of the site and the presence of the target audience, while consumers prioritize user-friendliness, site design, and information security.
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