The relevance of the survey is due to the need to understand the role of the manager of a higher education institution in conditions of uncertainty against the background of socio-economic crises, when the organizational culture of the management of an educational institution is being formed. Large-scale transformations in all spheres of life are outlined, which drive the economy, science, culture, education, industry and lead to the development of innovative approaches to the formation of organizational culture, based on the need to use professionalism and deeper experience of professional managers of higher education institutions. The article highlights the essence and conceptual and terminological apparatus of the researched topic. The content of the concepts “organizational culture” and “innovative management” is considered. The article highlights the issues of organizational culture as a tool for increasing the competitiveness of the institution in the system of higher education. The essence of organizational culture in a higher education institution is considered and revealed. The relevance of the study of organizational culture is connected with the fact that knowledge of the characteristics of the organizational culture of a higher education institution will allow to assess the degree of its stability, predict possible directions of management decisions, and also contribute to the achievement of planned results. The article focuses on the fact that the success of a higher education institution is directly linked to its culture. After all, the main indicator of a good state of affairs in a higher education institution is the ability to attract and retain talented employees. The impact of organizational culture on various aspects of higher education institution activities, which are considered by a number of sciences, such as personnel management, economics and sociology of work, organization theory, strategic management, management psychology, management sociology, is singled out. In the article, it is determined that organizational culture in an educational institution is formed under the influence of management consulting. The essence of consulting activity in a higher education institution is considered and disclosed. The main functions of consulting in institutions of higher education, which contribute to the qualitative formation of organizational culture in the institution of higher education, are highlighted. Content aspects of the process of modeling organizational culture in a higher education institution are highlighted. Emphasis is placed on the components of the model based on the application of modern principles and innovations for the perspective development of the higher education system and assistance in providing higher education institutions with highly qualified personnel. An analysis of the theoretical foundations and classification identification of the design of consulting activities in a higher education institution as a tool for the formation of organizational culture is carried out. The difficulties and contradictions inherent in the formation of the organizational environment of a higher education institution are considered.

Daily Life Esthetics. An Analysis of Emotional Patterns

Modern industrial design successfully combines beauty with usefulness. To describe this trend the term „emotional design” has been created so as to emphasize that utility is a necessary but not a sufficient condition of market success. This form of design might have been a response to a customers’ need for everyday objects not only to be practical but also to be beautiful and to evoke emotions. The basic model of emotional design by Donald Norman involves emotions on three levels: visceral, behavioral and reflective. The application of psychological knowledge seems reasonable on each of these levels. Most importantly, such knowledge will contribute to a better understanding why associating an object with emotions works and how it can be used most effectively.