Visual communication and marketing: Analysis of the impact of graphic design on consumers

The purpose of the article is to investigate the significance of graphic design in the context of visual communication and the analysis of its influence on the perception and choice of consumers in the marketing sphere. Research methodology. In the course of the study, a semiotic approach was applied in order to determine the meaning of signs and symbols used in the graphic design of brands; a communicative approach to analyse the interaction of the brand with the target audience through graphic design. Within this approach, design is perceived as a communication tool that conveys certain brand messages and values to its audience. Using a communicative approach allows you to analyse how graphic design affects the target audience, evoking certain associations and emotions in it. The ecological approach is related to the study of society's interaction with the environment and the development of "ecological thinking", which can be expressed through the establishment of a "dialogue" between society and the environment. Modern graphic design as an activity, one way or another related to transformation and design, cannot ignore the impact on the environment. Scientific novelty. It identifies how graphic design, with its interactivity and hybrid aesthetics, is activated in the digital space, providing a wide range of opportunities for visual communications and marketing activities. Conclusions. The results of the study indicate that graphic design in the context of visual communications plays a key role in conveying marketing information to different groups of consumers. Visualisation here serves as a tool for forming a certain attitude of consumers towards marketing strategies