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Purpose. The aim of this investigation is to study the influence of such a technological technique as the color pattern of the warp and weft threads on the external perception of the fabric texture in the process of its design. Methodology. Integrated methodological approaches were used in the work: general logical, visualanalytical and computer-informational. To study the issue and statement of the problem, a system analysis and generalization are used. For visualization of tissue design, a computer simulation method was used. Organoleptic research methods and expert assessment were used to analyze the textured effects of fabricated tissue samples. Findings. The influence of the color pattern on the signs of the texture of colorful fabrics in the process of their design is analyzed. The design of tissue samples based on one weave with a different combination of color patterns of warp and weft threads was designed and visualized using a computer program. These samples were made at the experimental stand of the loom. An expert assessment of the external manifestation of the obtained texture effects is provided. Various visualizations of the textured surface of the fabrics were demonstrated, and the influence of the color pattern of the warp and weft threads on the texture of the fabric as an external sign to achieve the desired technological and aesthetic effects was confirmed. Originality. For the first time, an analysis was made of the visual perception of the surface of the fabric depending on the combination of color, length and direction of the main and weft overlaps in the weave report. It is proved that the considered texture elements reflect light differently, resulting in a different effect of fabric texture. Practical value. The use of research results in the design of colorful fabrics is a means of expanding their diversity through the use of external textured effects in one type of fabric. At the same time, the costs of the design and manufacturing processes are minimized by reducing the number of prototypes. [ABSTRACT FROM AUTHOR]