THE PROBLEM OF TRANSMISSION OF THE COMPANY'S MESSAGE THROUGH THE NON-VERBAL LANGUAGE OF THE CORPORATE UNIFORM

Based on the change in significance of functions a modern corporate uniform, priority its communicative and semantic role is established, associated with need to translate company's messages both into internal external socio-cultural environment. At same time, problem correct understanding figurative-metaphorical language designer system gestalts message recipients (clients or participants dress code) was revealed. The article analyses examples successful evolution non-verbal which made it possible reliably convey consumer, cases misunderstanding distortion due discrepancy between designer's associations that have developed among recipients.