ОРНАМЕНТАЛЬНІ МОТИВИ В СУЧАСНІЙ ПАКУВАЛЬНІЙ ПРОДУКЦІЇ УКРАЇНИ
ORNAMENTAL MOTIVES IN THE MODERN PACKING PRODUCTS OF UKRAINE

Summary/Abstract: The purpose of the article. The research analyzes the transformations of traditional Ukrainian ornamental motifs and decorative and symbolic images in relation to their use in the design of modern packaging products; It was observed that the appeal of designers to established ornamental forms and decorative-symbolic images gives expressiveness to graphic solutions in the design of the packaging. The article emphasizes the possibility of using the established ornamental motifs in the contemporary design activity of graphic designers for qualitative design development only if the project activity combines a creative approach based on thorough research on the background of an extremely limited palette and surface-already-existing work of ornamental heritage. The methodology of the study is to apply a systematic approach that helps to reveal the peculiarities of the use of ornamental motifs in the packaging of goods in different consumer segments. The scientific novelty consists in determining the necessity of combining creative and scientific approaches for careful/careful adaptation or adaptation of traditional Ukrainian ornamentation in the design of packaging products; in shaping the latest / renewed vision of not only established ornamental motifs but also bold, unexpected decisions and creative transformations filled with new content. Conclusions. Based on the analysis of samples of packaging products in the design of which we use ornamental motifs and decorative and symbolic images, we have come to the conclusion that modern revisions of graphic designers demonstrate not only the commitment to direct application of authentic ornamental motifs and the use of already well-established and acquaintance consumers of motifs from Ukrainian ornamentation, and application in practical developments of unexpected decisions and transformation, which in turn adds not only an update to the perception of traditional ornamental and decorative solutions, but also to attract yet untapped segment of consumers.

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