USING DESIGN ATTRIBUTES IN MARKETING ACTIVITIES: A SYSTEMATIC APPROACH

Abstract

It is proved that in order to strengthen their position in the market, enterprises need to solve a set of marketing tasks and form an effective product policy. It is established that one of its most important components is design, the elements of which are able to create not only a product of the appropriate quality, provide comfortable interaction with the user, but also form a stable visual communication with potential buyers, contributing to improving the effectiveness of marketing efforts. It is established that design attributes can be considered in several aspects, which generally form a single complex of forming relationships with the target audience. Namely, from the point of view of product design and in the context of the company's brand formation. Attention is focused on the variety of design attributes and the lack of common approaches to their classification. A number of important classification features that are of practical interest in marketing activities are identified. A classification of design attributes has been formed. The application of a systematic approach to the use of the main design attributes in marketing activities is proposed. A system of design attributes has been created. It provides for an effective combination of such attributes as: visual aesthetics; ergonomics; environmental friendliness; quality level; packaging; previous consumer experience, etc., which increases the impact on the target audience and the effectiveness of marketing activities. The principles of forming such a system are proposed. It is emphasized that in practice, such principles exist in the form of norms and rules that must be observed when forming the marketing policy of an enterprise and managing it, taking into account the specifics of the target audience and consumer behavior. Among them: Stylistics; compliance with visual contrast; repetition of elements; structure when used; visual hierarchy; placement of design elements. It is emphasized that the formed system of design attributes requires periodic audit, which provides for regular analysis of metrics and indicators, their testing for effectiveness. In general, the proposed systematic approach can help build visual communication with consumers, increase the effectiveness of marketing activities of the enterprise.