The modern society is hard to imagine outside of a huge array of different types of information, including visual. At the present stage of development of information technologies and advertising of particular significance is the ability of the designer using the tools of graphic design intelligently and efficiently to structure information flows, to bring them to the consciousness and sub consciousness of the consumer visual products.

Development of the graphic composition of the design project given its perceptual complexity, the emotional component, acting on an unconscious sphere of the psyche is able to increase the effectiveness of advertising campaigns in General, and to form new preferences of the consumer of the advertised products.

Particularly significant is the fact that the effectiveness of the project in graphic design and advertising is determined not only by the complexity of perceptual and compositional characteristics of the image. The content side of the design project  plays an important role.

Training of students of specialty "Design" should be aimed not only at mastering the principles of composition, study of branding and the technical specifics of creating advertising design projects. Special attention should be paid to stylistic, substantive and associative aspects of the development project, which is closely interrelated.

Substantial aspect of creating a design image depends on effective solutions to communication and business problems. You should pay attention to students that solving of commercial problems and communication in graphic design can be achieved in various ways. Associative aspects of project image by means of graphic design are closely linked to the context of presentation of visual information, with efficiency of influence on consciousness and sub consciousness of its consumer.

We believe it is necessary to focus the attention of students on associative aspects of project image by means of graphic design, meaningful components of images that does not only affect consciousness, but also on the subconscious mind of the consumer of advertising products. To this end it is expedient to introduce the practice of learning special complex of creative tasks, involving the creation of direct and associative (indirect) projects in graphic design and advertising.

Thus, we need an integrated approach to the design of objects of graphic design, especially in the field of visual advertising. In modern conditions the designer must possess not only traditional for this profession, knowledge, abilities and skills, but also the basics of psychology of creativity, sociology, of intellectual property protection, of management, marketing, etc.

2. Kapran V. I., Kapran O. V. Psychology and development of the promotional materials: proc. a manual for students. M.: Izd.center "Academy", 2008.

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4. Miroshnikov V. V. The problem of designing an event enviroment. Bulletin of the IMSIT. 2014. № 3-4 (59-60). Pp. 38-40.