Abstract
Politics and marketing and socio-cultural aspects manipulate the evolution of design. The objective world of a person, created by designers, leads to changes in human perception of reality, reflecting social changes. The development of modern design, which is within the rigid framework of globalization, is looking for ways to regenerate the humanistic world, experimenting with ethnocultural identity. Elements of national and traditional art, in particular, ornament, become one of the instruments of the designer, who forms a new aesthetic. Using national and ethnic traditions with the help of images, ornaments, color palettes, and materials, the goal of modern design is to find new ways to meet the new consumer paradigm - creating a unique product that reflects local, personal, and emotional components, thus avoiding the globalization processes
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