The present article represents theoretic-analytical analysis of aspects of measurement of political image. Political image of today is mostly public image. Political leaders obtain legitimacy and legality due to political image. Image is not the today's invention; however its role increases in a political life. In a basis of it a lot of factors lay: first, image is considered as a natural product of information process, secondly in conditions of market relations the requirement to lead public life is put forward. The especial accent is directed on external image which acts today as one of the necessary conditions for the maximum evaluation criterion of the reputation. Image it is a complete content, therefore during its formation all channels of perception are involved: visual, verbal, contextual. Each measurement represents an element characterizing the certain parties of political image. One of leading measurements of political image is visual. Visual representations have set of advantages: they are perceived as the most reliable, better remembered, long stored in memory etc. The central part of image is formed of visual measurement or effect of the first impression. The external aspect of the person is presented by clothes and behaviour manners, a bearing and a voice, gestures and facial expression and for its creation is required the help of the imagemaker who considers all characteristic features of the person, specific aspects and habits. The internal aspect of image is expressed by values, intelligence, interests, requirements, the meaning of the life, all elements representing essence of the person, its mission in a life.