ANNOTATION
INTRODUCTION 3
Chapter 1. Theoretical Framework 5
1.1 Design systems and visual communication design systems 5
1.2 The role of design systems in institutional trust and decision-making 11
1.3 Economic and strategic benefits of design systems in universities 14
1.4 Future directions and youth expectations in higher education design
systems 18
Chapter 2. Methodological Framework 21
2.1 Research approach selection 21
2.2 Regional specificity in the analysis of Russian university visual identities 27
2.3 The transformation of marketing approaches in higher education
institutions 29
Chapter 3. Analysis of Employed Study 32
3.1 Research methods used in the study 32
3.2 Quantitative survey analysis results 41
3.3 Qualitative content evaluation results 46
3.4 Conclusion and recommendations for branding construction in natural
sciences universities 50
Chapter 4. Application of the obtained results on the example of the Smart
Materials and Technologies Institute of Tomsk State University. 55
4.1 Development of the design of the Institute's social networks 55
4.2 Discussion of results 62
4.3 Limitations of research findings in visual branding 65
CONCLUSION 67
LIST OF REFERENCES 69
In the rapidly evolving system of higher education, the role of visual communication has become increasingly critical in shaping institutional identity, fostering trust, and influencing decision-making among prospective students. As digital platforms dominate information dissemination, universities must leverage cohesive and strategic design systems to stand out in a competitive market. A well-crafted visual identity not only enhances user experience but also serves as a reflection of an institution’s values, academic rigor, and commitment to excellence.
A design system is a comprehensive set of standards, documentation, and reusable components that ensures consistency and efficiency across all digital and physical touchpoints. It encompasses libraries of source materials (templates), style guides, coded components and brand languages, acting as a single source of work for designers and developers. In the context of higher education, such systems play an important role in creating a unified and professional image that resonates with a young audience (aged 14-35 according to the current legislation of the Russian Federation), who are highly receptive to visual aesthetics and digital accessibility of information. The importance of visual communication is highlighted by its ability to bridge the gap between complex educational/scientific messages and student perceptions. For example, cohesive branding across websites and social media platforms can significantly increase perceived credibility, while inconsistencies can lead to mistrust. Design elements such as colour schemes, typography and imagery may play a key role in forming first impressions: one of hypothesis is that applicants turning away from universities with poorly designed websites and social media. Additionally, social media aesthetics increasingly serve as an image platform for institutional quality, making it necessary for universities to adopt social media-specific visual strategies.
The aim of this study is to conduct an initial analysis of visualcommunications in the educational environment, focusing on the perception ofdesign among young people aged 16-31 and to assess the visual identity of3
educational institutions. By examining the results of the survey and testing the design practices of leading institutions, the study aims to lay the foundation for the development of a robust design system adapted to the needs of higher education.
The objectives of this study are:
1. To analyse the results of the survey to understand how design influences applicants’ perceptions and decision-making;
2. To assess the design of educational institutions, identifying patterns and trends;
3. To formulate an analytical report to guide the development of a visual communications system that improves institutional branding and user engagement, particularly with young audiences.
The study tests several hypotheses, including the influence of user experience on applicants’ decisions, the role of gender in design perceptions, and the impact of the resulting social media design systems on institutional trust. While some hypotheses, such as the increased attention by female respondents to web design, were not statistically proven, others, such as the critical role of first impressions and visual consistency, were supported. By exploring these key areas, this research adds valuable perspective to the conversation around higher education marketing. It provides practical recommendations for universities looking to refine their visual branding and communication efforts. The findings won’t just help academic leaders and designers, they will also show how these insights can be applied in real-world settings. In today’s fast-evolving educational landscape, where strong visual identity matters more than ever, this case study offers timely and competitive strategies.
The study examines the impact of visual communication systems on trust in universities, attracting applicants and branding effectiveness. The work uses two methods: a survey of 323 respondents aged 16-31 and a computer analysis of 50 leading Russian universities. This approach allowed us to assess the quality of design, usability and strategic application of visual solutions.
The first impression turned out to be critical - 78% of applicants rejected universities with poor website design, while a holistic visual style increased the perceived reliability of the university by 40%. Psychological mechanisms link the consistency of design with the level of trust in the educational institution.
Russian universities demonstrate specific features: in 82% of cases they use a patriotic color scheme (blue, red, white) and information-rich structures inherited from the Soviet tradition. The best universities adhere to typographic standards more strictly (76% versus 33%), which confirms the connection between the integrity of design and the prestige of the university. A paradox was found: although 58% of respondents preferred casual photos, in the analysis of university resources by RAEX, the share of professional photos was significantly higher.
The example of the Institute of Smart Materials and Technologies of TSU demonstrated the practical application of the study. The combination of traditional blue (#0072BC) with innovative orange (#D8502A), strict typography and scientific motifs created a recognizable image that combines history and modern technology.
Mobile adaptation has become a mandatory requirement - 89% of users access from phones, and 56% leave non-adapted sites. Technical functionality turned out to be no less important than aesthetics for retaining the attention of applicants.
The study has limitations in terms of region and demographics, which opens up opportunities for comparative and long-term research. However, it is already clear that design systems are becoming a strategic resource for competition in the digital environment.
The data obtained help universities improve visual communications. An emphasis on consistency, adaptability, and evidence-based design helps build trust and improve recruitment rates while meeting applicant expectations.
