Tsoy V.V., Tarasova O.P.
GESTALT PRINCIPLES IN THE DEVELOPMENT OF FUTURE DESIGNERS CREATIVITY ^{[№ 2 ' 2022]}
The creativity of a graphic designer as a professionally significant quality implies the ability to effectively visualize information. The effectiveness of visualization (along with other indicators) is manifested in reducing the time of perception of information by the target audience and obtaining the desired response. This is achieved in the professional training of future designers by studying the characteristics of the target audience at the stage of pre-project analysis and using gestalt principles when choosing visualization tools.
Gestalt principles are the tools that ensure the ability of a future designer to generate a greater number of ideas corresponding to the assigned project tasks and to have a desired response from the target audience, which ultimately determines the effectiveness of design activities. In this regard, the development of the future graphic designer’s creativity in educational practice will be effective if practice-oriented learning tasks based on gestalt principles are embedded and applied. Among them are the principle of figure and background (form and counterform), the principles of simplicity, closeness, similarity, and others. Having mastered these principles, the student will be able to solve tasks quickly and variably, form the necessary emotional background when visualizing information, and due to the competent placement of accents, control the attention of the target audience and enhance the impact of information on the viewer.
A set of such educational tasks has been developed and applied at the Department of Design of Orenburg State University. Some of them are presented in this article. As a result, several tasks are solved — the task of developing the creativity of future graphic designers, the general educational task of professional training of a competitive graduate, as well as the task of prompt perception of information by the target audience.

Tsoy V.V.
CURRENT TRENDS IN GRAPHIC IMAGE ENTERPRISES REBRANDING ^{[№ 5 ' 2014]}
The tendencies in the rebranding of logos on the example of the transformation of logos and styles of some companies. Clearly identified and presented trends and changes to the existing brand affect basis — the platform market positioning and brand change visualization.