Packaging [of goods] as a product of design activity: relevant aspects. In the context of the culturological approach

The article provides an overview of current trends in design activities, which are embodied in the process of creating functional, aesthetic, eco-friendly and practical packaging of goods, which, in addition to the main purpose - product protection and presentation, convey the dominant meanings of modern culture. The key trends in packaging design are: psychedelicity, minimalism, eccentricity, innovation of pseudo-3D design, the “return” of rubber “characters”. It is emphasized that the capabilities of modern design can provide cultural interaction between the potential consumer and the product through the perception of the design image, created to translate the characteristics and representational properties. Evaluating the packaging of the goods, the buyer receives not only factual information about its purpose, safety and shelf life, but also emotionally interacts with the product, assimilates the meanings conveyed by its appearance, which reflect the values of modernity.