The article offers a theoretical and conceptual interpretation of the ethical imperatives of digital design in the context of the convergence of digital journalism and advertising. It is argued that digital design functions not only as a means of visual presentation but also as an element of the architecture of digital interaction that affects audience perception, interpretation of information, and behavioral decisions. The article distinguishes between a narrow understanding of design as the visual arrangement of a particular media message and a broader understanding of design as the UX organization of a digital platform. The main ethical risks of digital design are systematized, including visual mimicry, dark patterns, affective visualization, algorithmic personalization, and visual reduction of complexity. A model of ethical design imperatives is proposed, comprising the principles of semantic integrity, interpretative openness, minimization of cognitive load, and digital responsibility. To support the practical application of the model, a set of indicators for assessing the ethical quality of visual and UX solutions is presented. Visual literacy is defined as a metacognitive competence that supports audience cognitive autonomy under conditions of information overload and algorithmically personalized influence.
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Ethical imperatives of digital design in journalism and advertising: a media-critical approach to visual literacy
Treats layout and UX architecture as shaping how audiences interpret news and commercial messages, systematises risks including visual mimicry, dark patterns and algorithmic personalisation, and proposes principles of semantic integrity, interpretative openness and reduced cognitive load with indicators for assessment.