On 20 October 2023, with the support of the Rector of Kyiv National University of Technologies and Design, Academician Ivan Gryshchenko and at the invitation of the Dean of the Faculty of Management and Business Design, Prof. Oleksandra Olshanska, students majoring in 076 Entrepreneurship and Trade, 073 Management, 051 Economics, 075 Marketing, 281 Public Administration and Management, 072 Finance, Banking, Insurance and Stock Market, 071 Accounting and Taxation listened to a lecture by Hendrik Doss, a guest lecturer at Mainz University of Applied Sciences (Germany) on the topic "Image Language in Business". Hendrik Doss is a professor at Mainz University of Applied Sciences (Germany), Honorary Doctor of  Kyiv National University of Technologies and Design, Member of the Board of Directors of the German-Ukrainian Society of Economics and Science, Member of the Board of Directors of the German Wine Association, Member of the Association for the Support of Competitive Economy.

The meeting was moderated by Svitlana Bebko, Doctor of Economics, Associate Professor of the Department of Marketing and Communication Design. The main issues discussed during the lecture were: the language of the image; how to "read" an image; why it is important for brands to tell about a product not only in words but also with images.

The purpose of visual content is to capture the audience's attention and increase sales. For visual content to be recognisable, it must have distinctive features that make it easy to identify at a glance.

What should an image look like to demonstrate high results of audience engagement? First of all, it should evoke an emotion - for example, it should delight or make the user laugh, or it should showcase the product - its appearance, features of use, or reflect the values and desires of the audience - the lifestyle they want to lead.

The students and teaching staff of the Faculty of Management and Business Design really enjoyed the lecture by Professor Hendrik Doss, it provoked a lively discussion and many interesting questions were asked by the audience. The students and lecturers of the Faculty sincerely invited the esteemed Mr Hendrik Doss to new meetings to listen to more of his interesting and informative lectures.

26.10.2023