Abstract
Analyzed scientific articles on the design of packaging for dairy products from the point of view of the philosophy of the needs of the post-industrial society. The criteria for changing the logo in the framework of the concept of «consumer-oriented design» in connection with the factors of the development of the dairy industry have been identified. The specifics of packaging design for dairy products have been identified using the example of rebranding of large manufacturing companies. It has been proven that changing consumer attitudes based on a value that satisfies a psychological need expands the boundaries of the professional activity of packaging designers.
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