Visual communication strategy of startups in the digital economy

Орленко, Ольга Сергіївна and Братусь, Іван Вікторович (2026) Visual communication strategy of startups in the digital economy Міжнародний науковий журнал «Грааль науки» (66). pp. 233-241. ISSN 2710-3056

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Abstract

The article explores the phenomenon of visual communication strategy of startups in the context of digital economy transformations. It is substantiated that brand identity functions as an integrated element of the business model, influencing economic efficiency, user behavior, and investment attractiveness. The study examines key components of visual strategy: adaptive identity, UX/UI design, generative technologies, and data-driven approaches. It is determined that the digital environment creates new requirements for visual communication, including adaptability, platform variability, and algorithmic relevance. The paper proposes an original model of startup visual strategy as a multi-level system including analytical, conceptual, visual, technological, and evaluative blocks. It is proven that an effective visual strategy increases conversion rates, strengthens trust, and ensures competitive positioning.

Item Type:	Article
Uncontrolled Keywords:	brand identity; digital economy; startup; UX/UI; visual strategy; design strategy
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет журналістики > Кафедра реклами та зв’язків з громадськістю
Depositing User:	Ольга Орленко
Date Deposited:	20 Apr 2026 08:39
Last Modified:	20 Apr 2026 08:39
URI:	https://elibrary.kubg.edu.ua/id/eprint/57012

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