Introduction. Modeling serves as a methodological basis for modern science and a tool for cognitive activity. It can be considered as a thinking activity mediated and optimized through information models. In this case, logical operations of cognition and simulation techniques are applied to the information. Materials and Methods. The scientific research results on how knowledge is formed, stored and processed in a person's memory, how they interact with information representations are studied and summarized. Information models used in various subject domains are analyzed. The provisions on rational ways of presenting information under modeling are formulated, and computer tools for constructing such representations are indicated. Results. M...