Prospects for the Development of Ethnocultural Packaging in Ukraine

Abstract

The article is devoted to the study of prospects for the development of ethno-cultural packaging in Ukraine with an emphasis on the use of traditional design elements that reflect national identity. The purpose of the article is to analyze and evaluate the use of ethnocultural motifs in the design of modern packaging, as well as to study their impact on the interaction between the consumer and the brand. The research methodology is based on a multidisciplinary approach containing elements of sociology, psychology, cultural studies, economics, design and other disciplines; and also – on the analysis of modern examples of packaging using ethno-cultural elements, including the study of colors, shapes, textures and other visual elements. The scientific novelty consists in a comprehensive approach to the study of ethno-cultural elements of national identity in the context of packaging design. In particular, the study revealed several key trends in the use of ethnocultural elements: emphasis on geometric ornaments, emotional resonance, integration of traditional folk symbols into the modern context and adaptation of historical motifs to the needs of the modern consumer; as well as the importance of its promotion to the international level, high interaction of the consumer with the brand. Among the main principles of implementing such a design in product packaging, one can name the focus on authenticity, adaptation to modernity by combining tradition and innovation and maintaining a balance between them. The findings demonstrate the importance of integrating ethno-cultural elements to strengthen brand identity and emotional connection with the consumer, pointing to the potential for innovation and further development in this area. Conclusions highlight the importance of integrating ethnocultural elements to bolster brand identity and foster an emotional connection with consumers, pointing to the potential for innovations and further growth in this domain. The results of research into the design of the packaging of Ukrainian branded products prove that traditional Ukrainian motifs in combination with modern design solutions can expand the possibilities of visual communication, giving the product a unique character, and become a key factor in distinguishing it on the market.