Актуальные задачи современного дизайна

Abstract

The article is devoted to the identification of objectives that relevant for modern design. The author considers
 the characteristics of design as creative activity directed at satisfying the material and spiritual needs of people
 and focusing on the needs of the consumer. The author also traces the radical changes in the perspective on
 the methods and objectives of design activity that have manifested themselves since the beginning of the 20th
 century, when design acquires the status of a universal creative activity driven by a multitude of human and
 social needs as turned into meaningful objects and images. Following the general trend towards customization
 of consumption, design is highly needs-driven. It is recognized as a means of mass communication which
 is active in the sphere of consumption, regulated consumer activity, and serves as a mediator between the
 consumer and the producer. The need for the environmentally safe world is regarded by the author as a
 major social need of the modern consumer. The article outlines the tasks and objectives of modern design as
 imposed by the ecological orientation, the ecology of culture and human ecology, and which are to be met
 in the context of an increasing customization and greening of consumption. The author analyses the current
 design trends towards the natural needs of people and substantiates the validity of design in finding solutions
 to cultural- and human-ecology-related problems by pointing to the status of the need for cultural continuity,
 ethnic identification, and cultural diversity of the environment as essential human needs. The author sees
 it as relevant to develop the aspect of sustainable design that is directly connected with the issues of human
 ecology, oriented at creating the object environment conducive to creative talents development, favourably
 influencing the human and reflecting human values, as well as meeting the natural needs of people. One of
 the peculiarities of the current perspective on design is continuous adjustment of individual objectives, which
 is accounted for by the ever-changing demands of the individual and the society, and which can be viewed
 as a foundation for the effective development of design activity