Packaging Design: Communication with the Consumer

The article considers important issues related to brand positioning and product packaging design. Visual perception of this design product should solve a specific commercial task. Modern market is developing rapidly and packaging expands its functions and becomes multifunctional (ecological, interactive, exclusive). At the same time, buyers are becoming more demanding. Packaging design is a consistent process aimed at positioning the product, segmenting the target audience, identifying competitive advantages of the product, creating an exact design concept that provides individuality, creativity and attention to detail. The aim of the article is to consider the communication process in modern packaging design. Packaging design is one of the most important directions in visual communication design. Today we can conclude that packaging performs not only its original function (protection, storage and transportation of goods). Communication with a consumer is also an extremely important aspect, because it is the key point when choosing a packaging design strategy for a particular product group. It is extremely important to form an exact message and convey it to the target audience. Communicative function of packaging is also directly related to aesthetic perception and advertising of the product. Designers must be aware of the latest world trends because they are the ones who contribute to the introduction of the latest creative ideas in this area. All these innovations make it possible to fully reveal the key image of packaging design. New trends in the field of consumer packaging design put forward by the society and market have brought changes in functional features of packaging. Now much attention is paid to communication packaging, as packaging often appears the factor that stimulates the purchase of goods. It is able to promote brands and products depicted on it and to convey certain ideas about their properties.