VISUAL COMMUNICATION DESIGN IN HOSPITALITY

The article is devoted to the generalization of the design features of visual communication of hospitality brands. Visual communications is a separate field of design, which began to take shape in the 1950s. Its purpose was to study a set of problems related to the interaction of the system "man - environment", designed to organize spatial content. Visual communications of design have become an important component of the modern consumer market, finding its expression not only in advertising, but also in the image of the seller and the product itself. Visual communications have become a link between design, science and economics. Based on the results of the study, the authors analyzed the impact of visual communication design on the branding process in the HoReCa segment. The share of perception through visual images, signs, systems is incredibly large, and the formation of proper visual communication based on basic principles of perception, relevant images and associations helps to create a correct, comfortable and cost-effective space for promoting goods and services, including hotel and restaurant segment. The authors propose a classification of design elements of visual communication in the field of hospitality. There are three main time stages of design in the structure of brand design in the hospitality industry. The article identifies the features of the design of visual communication for the hotel and restaurant business. Elements of the brand, embodied in the design, form a system of visual communications, which begin to perform the functions assigned to them by corporate and marketing strategy. Objects that are visually perceived are less likely to cause hostility and more likely to form positive associations, which leads to better assimilation of information and memory, which is an important element in shaping consumer loyalty in the hospitality industry.