Analyzed scientific articles on the design of packaging for dairy products from the point of view of the philosophy of the needs of the post-industrial society. The criteria for changing the logo in the framework of the concept of «consumer-oriented design» in connection with the factors of the development of the dairy industry have been identified. The specifics of packaging design for dairy products have been identified using the example of rebranding of large manufacturing companies. It has been proven that changing consumer attitudes based on a value that satisfies a psychological need expands the boundaries of the professional activity of packaging designers.
Keywords: packaging design, design philosophy, dairy products, brand, rebranding, logo, label, consumer.
References
- Azhgikhin S.G. Osobennosti sistemy proyektnykh zadaniy v graficheskom dizayne (na primere dizayna upakovki) // Prepodavatel’ XXI vek. Soderzhaniye i tekhnologii obrazovaniya. 2010. № 1. S. 55–62
- Bastrykina T.S. Formoobrazovaniye kak problema filosofsko-esteticheskogo issledovaniya : avtoref. dis. kand. filos. nauk . Moskva, 2000. 23 s
- Bokareva V., Trendy dizayna upakovki molochnoy produktsii: segodnya i zavtra // otraslevoy portal, [Elektronnyy resurs] / Sayt UNIPACK.RU [2019]. Rezhim dostupa: https://article.unipack.ru/ 76532/ (data obrashcheniya: 20.04.2021).
- Gnilov A.A., Kal’sin S.L. Optimistichnyy vzglyad so storony. Predstaviteli smezhnoy otrasli kartonnoy upakovki - o razvitii molochnogo rynka // Vserossiyskiy ekonomicheskiy zhurnal EKO. 2016. №6. S. 29–35
- Istoriya brenda [Elektronnyy resurs] / Sayt Dmitrogorskiy produkt [2018]. Rezhim dostupa: https://www.dmitrogorsky.ru/o-brende/istoriyabrenda//(data obrashcheniya: 30.08.2021).
- Keys Sekret molochnogo «Chuda». [Elektronnyy resurs] / Sayt Milknews [2020]. Rezhim dostupa: https://milknews.ru/longridy/Sekret-molochnogoChuda.html/(data obrashcheniya: 19.03.2021).
- Kovaleva L.A., Kostrykina S.A. Vozdeystviye tsveta v dizayne upakovki molochnykh produktov na vospriyatiye potrebiteley // Vestnik Amurskogo gosudarstvennogo universiteta. Seriya: Gumanitarnyye nauki. 2010
- Kopyrin S.Ye. Ispol’zovaniye sovremennoy upakovki na rynke molochnoy produktsii // Aktual’nyye problemy aviatsii i kosmonavtiki. 2017. S. 201-206
- Ponomareva Ye. Novyye tendentsii v upakovke molochnoy produktsii // Molochnaya promyshlennost’. 2019. № 2. S. 50-51.
- Filosofiya dizayna: ucheb.-metod. posob. / A. I. Loyko, Ye. K. Bulygo, Ye. B. Yakimovich. Minsk: BNTU, 2017. 73 s.; URL: https://rep.bntu.by/bitstream/handle/data/32889/Filosofiya_dizajna.pdf?se quence=3&isAllowed=y (data obrashcheniya 03.06.2021)
- INFOLine: Aktual’nyye trendy na molochnom rynke Rossii i mira [Elektronnyy resurs] / Sayt RETAIL. RU [2021]. Rezhim dostupa: https:// www.retail.ru/tovar_ na_polku/infoline-aktualnye-trendy-na-molochnomrynke-rossii-i-mira/ (data obrashcheniya: 10.04.2021).
- Viewpoint predstavil rebrending «Prostokvashino»[Elektronnyy resurs] / Sayt UNIPACK.RU [2019]. Rezhim dostupa: https://news.unipack. ru/75602/ (data obrashcheniya: 19.03.2021).