Сучасні Графічні Тенденції В Дизайні Пакувальної Продукції: Художньо-Стилістичні Особливості

Abstract

The purpose of the article is to identify the influence of modern graphic trends on packaging design; to find out the features of modern typography and its reflection in the design of packaging products, to list of integrative requirements for its use in packaging design. The research methodology is determined by the interdisciplinary nature of the research purpose and the use of structural-functional and comparative methods, which allowed us to identify and generalise the position regarding the project work of designers in the design of packaging products. Scientific novelty. The article analyses the general typographic trends that took shape under the Art Nouveau style and have experienced significant transformations, down to the influence of technological and economic factors in the packaging industry. We have developed scientific engagement in the recent progress and modern forms in the packaging design, identified modern graphic trends in the design of packaging products, and named integrative requirements for its design. We have considered the changes in typography as one of the defining components that are involved in the formation of a seductive look/design of modern consumer package. Conclusions. With reference to key literature, we have shorted the list of typical trends in the use of modernist typeface meeting the design requirements for the packaging products. We have named the integrative requirements for their use in project development, namely: a combination of the test component (informative and promo graphic) with the general way of perception of packages by consumers. The article is aimed at researching the modern typographic element in packaging design and highlighting integrated requirements for the design.