Implementation of Graphic Communication In The Process of Digital Transformation of E Tax Services

Dynamical changes and crises in the business environment (recently COVID-19) have caused an accelerated digital transformation of business processes and the development and implementation of eTax. Digitalized business processes inside eTax were developed with a goal to facilitate two-way communication between taxpayers and Tax Administration, education and modernization of the process of fulfilling tax obligations. Digital transformation means changes in business systems and users high level of „digital literacy“, implying awareness about advantages and disadvantages of different media, assessment of information sources and the ability to find, analyze, use and create content by using technology and the Internet. That's where the role of the educational sector is emphasized, which must develop these skills in students and simultaneously go through digital transformation. One form of communication in these business processes is visual. Its goal is to bring eTax closer to users, and to persuade aimed public to use it. By implementing McGuires communication/persuasion matrix, in this paper the segment of eTax's graphic communication will be explored. McGuires communication matrix describes the way how receptionists process information and their response to persuasion, and were the main actors familiar with input and output variables so they could achieve successfull visual communication. An analysis of graphic communications of the ePorezna RH portal and videos will be made; "Tax Administration - Better to be on the web than to wait in line!", to motivate using eTax, "Tax Administration - No bill does not count 2019" and "Search for bills and catch kuna", for prize games.