The article deals with the problem of image of the student of higher education institution. The purpose of the research is to reveal understanding of the essence of the image by representatives of universities from different industries (the survey covered future aviation specialists, educators and physicians), which allowed not only to get acquainted with the views of future specialists of different specialties, but also to identify views that share common traits that create a positive and negative personality image and analyze the attitude to the image by the students themselves on the bases of communicative approach.
Future experts were invited to express their opinion on the image of the modern student through the answers to the questionnaire "Student image", created by the authors of the article. In the context of European integration, the international community places high demands on specialists of any profile, in particular: high level of education, general culture, fluency in foreign languages, etc. The positive image of the high school student encompasses the traits which have organized into the following groups: education, responsibility, discipline, communication skills.
From the point of view of the respondents who participated in the survey, the image of the student is condemning and significantly reduces the quality of the educational process: irresponsibility, overconfidence, non-punctuality, ignoring the rules of behavior during the educational process, delay, indifference, indifference. The research made it possible to clarify the views of the student youth on the positive and negative image of the student, so further research will be directed to the development and implementation of recommendations for the formation of a positive image of the student in higher education.