ARTISTIC PACKAGING DESIGN: HISTORICAL DEVELOPMENT, COLOR SCHEMES, AND CONTEMPORARY TRENDS

Abstract

The purpose of the article is to outline the historical development, color schemes, and contemporary trends in the artistic packaging design. In the course of the study, an analysis of terminology on the chosen topic was conducted, various types of packaging (primary, secondary, and tertiary) were examined, and its main functions (transportation, protection, and narrative) were identified. Recommendations for creating attractive packaging designs were formulated, and historical changes alongside modern trends were analyzed. The study also explores the importance and associative diversity of using different colors, taking into account their perception based on consumer characteristics and cultural context. Popular graphic editors and online platforms for creating packaging design were reviewed. As a result, it was established that packaging materials have undergone historical changes: from natural materials to sandwich materials (involving the use of various combined materials). It was also proven that color holds great significance in the perception of packaging and the formation of the consumer's first impression. Therefore, when creating a design for packaging products, it is essential to first research the specifics of its use for different goods and consider the cultural context. Modern packaging trends for 2026 include the following: ease of access, addition of handmade effects, creation of handwritten accents, use of caricatures, creation of visually "expensive" designs without excessive "pathos," "clean" layout order with softening accents, addition of rounded shapes, "wow-effects" with glow-in-the-dark elements, use of chrome colors with matte elements, combination of vintage solutions with modern ones, unusual packaging shapes with visual humor, use of "bold" colors, addition of illustrated characters, and creation of limited collections. It can also be confidently stated that the popularity of using eco-friendly materials in packaging design will continue to grow.