Edutainment project in cultural sphere (on example of art space "the Omsk Open Plein-Air")
Introduction. Research of edutaiment usage in various educational areas. The purpose of the article is to analyze the communicative effectiveness of individual components of an edutaiment art project: the name, corporate style. Methodology. The research is conducted by using the methods of surveying and interviewing. Questionnaires were created to assess the respondents' psychological perception of individual communicative components of the project (associations method, memorability/recognition method), as well as ranking techniques. Results are the testing of the communication components of the project "the Omsk Open Plein-Air". The article contains the results of the pre-testing of the name, corporate colors and the logo of the project. Conclusions. It is concluded that the efficacy of the edutaiment project depends on the fullfillments of several conditions. Prior to the project launch, it is necessary to conduct representative analytical studies. It is concluded that it is also necessary to identify clearly target audiences; choose channels, form and content of communication messages to the project target audience.