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FORMALIZING THE ASSESSMENT OF VISUAL PERCEPTION OF THE LAYOUT OF AN ADVERTISING AND INFORMATIONAL MESSAGE

The article analyzes the principles underlying the visual perception of information and advertising design. Subjective and objective factors that affect such perception are highlighted. A classification of information design objects by speed of information perception is proposed. Indicators are identified based on which criteria for evaluating the composition and effectiveness of advertisement information layout have been developed, which are information recognition and ordering. An algorithm is suggested for evaluating the composition and effectiveness of informational message layout depending on expected perceptual speed. It is expected that the layout evaluation algorithms and principles developed will enable comparative assessment of layouts with various arrangements of elements to be performed.