The conceptual phenomenon of image of a political leader is analyzed, as well as the peculiarities of its design in the era of transition to an information society. The method of determining the effectiveness of a political leader’s image is offered. The article aims to determine the characteristics that do not require large-scale search to determine the level of trust, sympathy, and affection to the leader in order to determine the values of the basic image parameters. With comprehensive methodological tools (...) is developed the formula for calculating the efficiency of image of a political leader, based on indicators defined according to the current political system and the preferences of the people. It is determined that the parameters of image of a political leader can be found through the entrenched stereotypes and priorities of society and measurable variables actualized by social demand. It is proved that modern political science requires practical tools that can provide applied political studies including the sphere of political image with heuristic instruments. (shrink)