The article is devoted to two related issues: updating the methods of teaching students of technical universities who acquire competencies in the field of designing information products using computer graphics and design methods in order to create high-quality digital products, and researching the quality of an advertising product to identify important criteria that need to be given maximum attention to students, future developers of advertising brand content. Computer graphics is an area of information technology, the purpose of which is the research, development, improvement of methods, techniques and tools related to the creation and processing of images; the creation of geometric objects, images, including for advertising products for various purposes. There are contradictions between the ability to use computer graphics applications to solve professional tasks and the quality of information products created, the interfaces of which contain graphic information. Quality means a set of basic criteria for the product being developed that best meets the needs of the end user. The article presents the results of the survey conducted on the example of advertising of a well-known brand. The article presents the results of a sociological survey conducted on the example of advertising a well-known brand. The respondents ' opinion was obtained by a questionnaire method to identify the problem of ambiguous understanding of the information provided by different categories of users. The research data evaluated using the proposed scale made it possible to determine the composition of important criteria for an information digital product that need to be focused on. Computer graphics, visual information quality, criteria for evaluating an advertising product, advertising product evaluation scale, computer graphics Currently, the issue of dynamic development and implementation of modern means and methods of digital information technologies at a new qualitative level is relevant in all spheres of life of any person, including in the professional field related to the development of information resources of various directions and content. An important aspect is the information itself, its properties, types and quality of presentation. The modern digital information world is realized through visual images, metaphors, symbols. All information resources used by the majority of the population with access to modern technologies and tools are built on their attributes. Any object of information in digital computer execution, including reading data from the monitor screen, is a graphic image: tables, graphs, drawings, graphic objects, alphanumeric characters. The final potential consumer of any information is important, which must be of high quality according to all essential criteria, including its visual representation from the point of view of design. Most modern objects of digital information are created by methods and means of computer graphics. There are contradictions between the competent use of computer graphics applications [7, 19] and the quality of created information products, the interfaces of which contain graphic information. Having good skills in the technology of creating graphic images, students have a ORCID: 0000-0003-0717-0507 (T. Musaeva); 0000-0002-6539-5336 (H. Boyashova); 0000-0001-5248-4359 (D. Voloshinov)
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lack of understanding of important aspects that affect the end user of information, which as a result
leads to the creation of information products that may be contradictory in meaning and content, which
ultimately affects the quality. Quality means a set of essential criteria for the product being developed
that best meet the needs of the end user. [
In the educational process, when teaching students of technical universities disciplines focused on
the acquisition of professional competencies in the field of computer graphics and design and focused
on the creation of digital information products and tools in the direction of "Information Systems and
Technologies", mathematical methods of constructing geometric models of objects are mainly used,
and the laws of physics implemented in algorithms are used for their realistic visualization.Having good
skills in the technologies of creating graphic images using these methods, students have a lack of
understanding of the important aspects that affect the end user of information, which as a result leads
to the creation of digital information products of medium or poor quality [
Students need to acquire knowledge and skills not only in computer technologies, but also they
should have an idea about the artistic means of fine art [
Let's consider the list of essential criteria of formalist art [
Many of the listed criteria relate to the individual characteristics of the perception of objects of the
surrounding world by an individual and are associated with his capabilities, limitations, acquired
experience and knowledge [
In order to understand the essence of the problem, namely, different perception of the same graphic object by different categories of users, potential consumers of advertising products, a well-known brand for selling meat products "Petelinka" was selected, an experiment was conducted to study an advertising product containing a large set of graphic objects and images. The analysis of existing regulatory legal documents in the field of advertising provision was also carried out.
The purpose of the study is to determine the criteria for evaluating graphic objects and the content
of multimedia content [
Let's consider some essential definitions and the main aspects related to advertising products, and consider the requirements of regulatory and legislative requirements that are relevant today.
In accordance with the Federal Law "On Advertising" of 13.03.2006 N 38: advertising is information
distributed in any way, in any form and using any means, addressed to an indefinite circle of persons
and aimed at attracting attention to the object of advertising, forming or maintaining interest in it and
promoting it on the market" [
In the considered legislative requirements, the emphasis is placed on organizational, economic and legal components, as well as on security issues. And these requirements are met by the majority of advertisers. But there are other important aspects related to the perception of information from the point of view of the psychophysiological capabilities and limitations of a particular person, which can be classified according to different criteria. In this part, advertisers also try to take into account the requirements of the consumer, but their solutions are not always successful, sometimes they are unsafe for a certain category of people, especially for children. Article 6 of the Federal Law discussed above is devoted to the protection of minors in advertising. The listed requirements take into account important issues and limitations, but not everything that may be important from the point of view of perception of the visual form and understanding of the content of advertising, which at first glance is interesting, colorful and safe.
Advertising can be presented and voiced in various forms: oral speech, printed publication,
handwritten version of the publication, audio or video presentation. More effective is the method of
transmitting advertising through television and the Internet, the method of transmitting information
using the basics of project computer graphics in the form of images, audio, animation, color [
Also, another concept is associated with advertising, such as a brand [
Let's look at the features of the presentation and influence of information on a person on a simple example of the presentation of an advertisement about the sale of a product, the purpose of which is to attract the attention of a buyer, that is, a potential user. It was necessary to present such a system of division into criteria that would correspond to the product design process itself (from the technical features of creation to the emotional level of impact on the consumer), so that it was easy for the subjects to assess the quality of graphic methods for constructing geometric models of objects of an advertising product. The criteria are formed in the lexical form that consumers use, they are also classified by characteristics and an evaluation scale is defined for each of them. Visual images were evaluated on a scale from 0 to 5 in terms of technical performance and emotional perception. Respondents were asked to evaluate individual elements of communication (features of the execution of the texture of the material, the stylization of characters by means of computer graphics) and the degree of influence of graphic images on the viewer's impression (color choice, positive perception of visual images). The questions – criteria for the questionnaire were developed. The advertising product was evaluated based on personal feelings, knowledge and experience.
Two types of surveys based on the created questionnaire were conducted at different times in different groups: 1. mixed, consisting of people of different ages, professions, interests; 2. students of a technical university, studying or not studying in the discipline "Computer graphics in design and design", aged from 17 to 22 years.
Let's consider the list of survey questions for group No. 1, potential consumers of the product.
Input data for registration: specify the field of professional activity. 7 representatives took part: a mathematician, an artist, a graduate of a humanitarian university, a student of a technical university, a teacher of a technical university of the humanities, a teacher of a technical university, a graduate student of a technical university of the humanities.
The assessment was made according to the developed essential criteria. A rating scale has been developed that is the same for both groups.
Rating scale: "0" – there is no rating object (for example, the absence of text means the absence of a font), "1" – very bad, "2" – bad, "3" – satisfactory, "4" – good, "5" – excellent.
The questions and survey results are shown in Figure 1.
characters (the image is a symbol of the product, the conciseness of the
interpretation of the image)
and his environment, an organic combination of 2d and 3d objects
0 0 0 0 1 0 2 2 0 0 0 0 0 0 0 5 1 0 0 1 1 1 3 3 0 0 0 1 0 0 0 0 2 0 0 1 0 1 2 1 0 1 1 0 0 2 2
As a result of the conducted studies, the following conclusions were made:
On average, 56.8% of respondents surveyed on 4 questions gave the same points according to the developed assessment scale. The rest, 43.2 % of respondents, evaluated the advertising product differently in accordance with the proposed evaluation criteria. This conclusion once again confirms the hypothesis of the study that most people have their own idea of an information resource, based on experience and individual perception and emotional feelings. Therefore, when teaching students in the 0 0 0 1 1 3 4 4 2 1 1 1 0 1 1 1 2 0 1 0 1 3 1 1 2 0 0 0 1 1 2 0 5 1 1 2 5 2 1 1 0 1 1 0 2 3 5 5 7 7 6 1 7 5 1 4 5 6 7 4 20 13 22 70 106 91 direction of developing branded advertising products, it is necessary to focus on the criteria and results presented in Figure 1 and Figure 3, namely, on those questions that are evaluated by a smaller number of respondents, or selected by only 1 person.
The created digital information products should be simple, understandable from the point of view of
human-computer perception [
Students should have a broad range of knowledge and skills in design [
[22] E.V. Strigina, WEP-development i WEP-dizajn v elektronnom biznese: uchebnoe posobie, State University of Telecommunications named after prof. M. A. Bonch-Bruevich Publ., Ch. 1. St.
Petersburg, 2017. (In Russian) [23] M.L. Vlasova, Sociologicheskie metody v marketingovyh issledovaniyah Ucheb.
Posobiedlyavuzov, Publishing house of the Higher School of Economics Publ., Moscow, 2006. (In Russian)