CREATING VISUAL CONTENT ON SOCIAL MEDIA: AESTHETIC APPROACHES AND DESIGN SOLUTIONS

Abstract

Purpose. The purpose of this article is to analyze the characteristics of visual messages in social media, with particular emphasis on their aesthetic, artistic, cultural, and design-related features, taking into account contemporary communication practices and transformations in the field of digital content. Methodology. The study employs literature analysis, comparative, and typological methods. A review of relevant Ukrainian and international publications was conducted, with a focus on analyzing visual strategies, design techniques, and methods of presenting content on social media, including the use of color and typography. Key trends and factors influencing the creation of effective visual messages were identified. Results. The study found that visual messages on social media have their own typology, as well as structural and stylistic specificity. Changes in feed algorithms, along with the growing importance of emotional appeal and personalization, influence content formation. Symbolic meaning, ease of perception, adaptability, and speed of visual recognition play a crucial role. Effective content is based on a combination of aesthetics, authenticity, and emotional connection with the audience. Scientific novelty. For the first time, the article proposes a systematization of visual messages in social media from the perspective of contemporary design, allowing for a deeper understanding of their functional and stylistic roles in digital communication. Practical relevance. The results can be applied by professionals in graphic design, visual communication, and marketing, as well as in the creation of social media content aimed at building a consistent visual brand image and ensuring effective interaction with the audience.