Image Style of Information Startups: Means of Implementation

Abstract

The purpose of the publication is to establish typological features in the means corresponding to the needs of creating an image style of information startups, to determine the conditions for the correlation of these means with the practice of creating a corporate and corporate style and the main differences from them. Research methodology: methods of complex and comparative analysis are applied. The scientific novelty consists in establishing an increased number of image style components compared to brand or corporate constants, as well as in the ability of such components to be descriptors of the overall emotional values of the project and to work on their active translation into the information environment. It was established that the components of the image style should create an individualized and, at the same time, quite universal graphic code, which can be implemented only under the condition of combining variable communicative elements, and their visual impact should be embodied in the signs not so much of objects or phenomena, but in the characteristics of emotional states. The composition of means that most strongly influence the construction of an image style includes the stability of compositional connections between communicative elements and the constancy of scale-proportional combinations of coloristic masses. Conclusions. In the design of the image style, the use of communicative elements (even those already implemented by competitors) is not a disadvantage, but a structural basis for the formation of associative influence in each specific project, but it first of all requires a justified choice of components of the visual code and compositional means of their presentation, corresponding to the needs of each specific startup. The main condition for the introduction of differently coded visual components in the design of the image style should be their compliance with the thematic content of startups and its emotional and image projection, which should be recorded and imprinted in the minds of consumers.