title: ÐÐ¸Ð·ÑÐ°Ð»ÑÐ½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐºÑÑÐ²Ð¸Ð»Ð»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Visual communication of a modern enterprise (on the example of the company "vkusvill")
Creators: name: Ð¢Ð°ÑÑÑÐ½ÑÐ¸ÐºÐ¾Ð²Ð°, ÐÐ½Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÑÐ¸ÑÐµÐ¹Ð»
Ð²Ð¾Ð²Ð»ÐµÑÑÐ½Ð½Ð¾ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
Â«Ð²ÐºÑÑÐ²Ð¸Ð»Ð»Â»
Ð´Ð¸Ð·Ð°Ð¹Ð½
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾-Ð³Ð¸Ð¸
Ð°Ð¹Ð´ÐµÐ½ÑÐ¸ÐºÐ°
visual communications
branding
retail
consumer engagement
"vkusvill"
design
marketing strategy
storytelling
digital technologies
identity

description: ÐÐ°Ð½Ð½Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð¾ ÑÐ¾Ð»Ð¸ Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½-Ð½Ð¾Ð¼ Ð±Ð¸Ð·Ð½ÐµÑÐµ, Ñ Ð°ÐºÑÐµÐ½ÑÐ¾Ð¼ Ð½Ð° ÑÐ¸ÑÐµÐ¹Ð» Ð¸, Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸, Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«ÐÐºÑÑÐÐ¸Ð»Ð»Â». Ð ÑÐ°-Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð¾Ð¹ Ð°Ð¹Ð´ÐµÐ½ÑÐ¸ÐºÐµ, ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð¸Ð½-ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð´Ð¸Ð·Ð°Ð¹Ð½Ð° Ð½Ð° Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹. ÐÐ½Ð°-Ð»Ð¸Ð· Ð²ÑÑÐ²Ð¸Ð» ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÐµ ÑÑÐµÐ½Ð´Ñ, ÑÐ°ÐºÐ¸Ðµ ÐºÐ°Ðº Ð¼Ð¸Ð½Ð¸Ð¼Ð°Ð»Ð¸Ð·Ð¼, Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ, ÑÑÐ¾ÑÐ¸-ÑÐµÐ»Ð»Ð¸Ð½Ð³, Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ñ Ð¸Ð½ÑÐµÑÐ°ÐºÑÐ¸Ð²Ð½ÑÑ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹, ÐºÐ¾Ð»Ð»Ð°Ð±Ð¾ÑÐ°ÑÐ¸Ð¸ Ð¸ ÐºÑÐµÐ°ÑÐ¸Ð²-Ð½ÑÐµ Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ð¸. ÐÐµÑÐ°Ð»ÑÐ½Ð¾Ðµ Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Â«ÐÐºÑÑÐÐ¸Ð»Ð»Â» Ð¿Ð¾Ð´ÑÐ²ÐµÑÐ´Ð¸Ð»Ð¾, ÑÑÐ¾ ÐµÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ñ â ÑÐµÑÑÐ½Ð¾ÑÑÑ, Ð¿ÑÐ¾ÑÑÐ¾ÑÐ° Ð¸ Ð¿ÑÐ¾Ð·ÑÐ°ÑÐ½Ð¾ÑÑÑ â ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÑÑ ÑÐ¾Ñ-Ð¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð¾Ð²ÐµÑÐ¸Ñ Ð¸ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸. Ð¢Ð°ÐºÐ¶Ðµ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð´Ð»Ñ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ, Ð²ÐºÐ»ÑÑÐ°Ñ ÑÑÐ¸Ð»ÐµÐ½Ð¸Ðµ ÑÐ¼Ð¾ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð¹ Ð²Ð¾Ð²Ð»ÐµÑÑÐ½Ð½Ð¾ÑÑÐ¸ ÑÐµÑÐµÐ· Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÐ¹ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³ Ð¸ ÑÐ°ÑÑÐ¸ÑÐµÐ½Ð¸Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹, ÑÐ°ÐºÐ¸Ñ ÐºÐ°Ðº AR Ð¸ VR. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾Ð´ÐµÑÐ¶Ð°Ñ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ ÐºÐ°Ðº Ð´Ð»Ñ Â«ÐÐºÑÑÐÐ¸Ð»Ð»Â», ÑÐ°Ðº Ð¸ Ð´Ð»Ñ ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð² ÑÐµÐ»Ð¾Ð¼. Ð¡ÑÐµÐ´Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ ÑÐ»ÑÑÑÐµÐ½Ð¸Ð¹ â Ð¾Ð¿-ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð±ÑÐµÐ½Ð´Ð° Ð·Ð° ÑÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð°Ð´Ð°Ð¿ÑÐ¸Ð²Ð½ÑÑ ÑÐ¸ÑÑÐµÐ¼ Ð¸Ð´ÐµÐ½ÑÐ¸Ñ-Ð½Ð¾ÑÑÐ¸, Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ðµ Ð±Ð¾Ð»ÐµÐµ Ð²ÑÑÐ°Ð·Ð¸ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐµÐ´ÑÑÐ² Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÑÐ¾ÑÐ¸ÑÐµÐ»Ð»Ð¸Ð½Ð³Ð° Ð¸ Ð¸Ñ-Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð´Ð»Ñ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ ÑÐ²ÑÐ·Ð¸ Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸. ÐÐ°Ð½-Ð½Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð¾Ð¶ÐµÑ Ð±ÑÑÑ Ð¿Ð¾Ð»ÐµÐ·Ð½Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¾Ð»Ð¾Ð³Ð°Ð¼ Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÐ¼, ÑÑÑÐµÐ¼ÑÑÐ¸Ð¼ÑÑ ÑÐ»ÑÑÑÐ¸ÑÑ ÑÐ²Ð¾Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÑÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð².
description: This research explores the role of visual communications in modern business, fo-cusing on the retail sector and the case study of "VkusVill". The study examines theoret-ical approaches to visual identity, key tools used in branding, and the impact of design on consumer perception. The analysis highlights current trends such as minimalism, per-sonalization, storytelling, and the integration of interactive digital solutions. A detailed evaluation of "VkusVill"âs visual strategy confirms that its key princi-plesâhonesty, simplicity, and transparencyâcontribute to customer trust and loyalty. The study also identifies areas for improvement, including enhancing emotional en-gagement through visual storytelling and expanding the use of digital technologies such as AR and VR. The research findings offer practical recommendations for both "VkusVill" and the retail industry. The suggested improvements include optimizing brand communication by developing adaptive identity systems, incorporating more expressive visual narra-tives, and leveraging digital tools to strengthen consumer relationships. The results of this work can be utilized by marketing professionals and companies aiming to refine their visual communication strategies to increase brand awareness and customer en-gagement.