Means and Techniques for the Selection of Packages in the Commodity Market

Abstract

Research aim is to identify and systematize a set of techniques and tools that ensure the individuality of packaging products and strengthen their communicative function, as well as to establish opportunities for their inter­action. Research methods: the method of com­plex analysis is applied. Scientific novelty is to identify and systematize at least 16 excellent design techniques implemented in the pack­aging design with the help of these tools. It is established that most of these techniques can be implemented both individually and in com­bination with one or two other (but not more) techniques. Among the project techniques are: images demonstration of the idealized consum­er or producer; introduction of an advertising character; demonstration of an exaggerated in terms of consumer characteristics product; emphasizing of the awards or specific benefits of the trademark; dominance of typographic de­sign and advertising-font blocks over pictorial elements; introduction of innovative and origi­nal shaping into packaging structures; strength­ening usability through design elements; intro­duction of innovative technologies in packaging design; the use of additional packaging shell (not only to protect the product, but also to en­joy the process of interaction with packaging); presence of auxiliary textural characteristics of the packaging; reflection of ethnic traditions; minimalism and the “Swiss style” ideology im­plication in various forms; vintage design and use of craft paper; ecological design; mimicry and assimilation of goods to objects of the sur­rounding world; introduction of optical illusions. Conclusions: the design of packaging products involves the deliberate use of professional tech­niques, which create an individualized image of goods. Professional variation of all identified techniques and the use of their recommend­ed combinations can significantly facilitate the work of the designer and allows you to imple­ment an individualized approach to each pack­age that requires design or redesign.