Choice of style solution for a design project

Abstract The publication reveals the role of marketing research in the choice of style solutions for design concepts in educational institutions. The results of the analysis of styles used in the design concepts of educational institutions, conducted with the involvement of 159 analog objects, are presented. The problem of conflict between the creative and technological components in the design profession is discussed. The role of the digital component in the effectiveness of work on a design project is emphasized. The list of popular professional computer programs used in the course of design engineering. Based on these programs, the student project presented as an example was executed. Discussed issues of digitization of design in conjunction with the assessment of the author’s contribution and the impact of the creativity of a particular designer