Requirements for packing as communicative objects and ways of their realization
Authors: Bozhko Tetyana 
Published: January 2020

The relevance of this publication is linked to the constant expansion of the range of packing products offered to the consumer market and the need to ensure the communicative function of packaging that embodies the dual requirements, one of which is the need for assimilation products to existing trade row, and the other - the selection of merchandise goods number by packing. The goal is to highlight all aspects of the problem associated with the communicative function of packaging products and outline the ways to solve them.
Research Methodology: a tested method of complex analysis is introduced. It establishes the presence of domestic communicative aspects relevant to each of the above requirements and ways to implement them through the provision of a number of design techniques that can be guided by the designer in the implementation of project tasks.
The scientific novelty is to identify all aspects of the communication requirements for packaging products and to establish conformity between each aspect and design methods that ensures their implementation. The advantages and disadvantages of each of the methods are considered in detail, namely: demonstration of images of the idealized consumer (advertising character) or the image of the idealized commodity producer; demonstration of hyperbolized consumer goods characteristics; accentuation of awards and signs of ecological safety; the dominance of typographic design and advertising block units over figurative elements; introduction of innovative and original shaping in packing designs. The importance of formulation of assortment of packaging products is separately highlighted, which represents a specific visual text - information that allows to trace the functional purpose of packaging and the presence of common and distinctive features.
The studies have found that methods of demonstration images of idealized consumer (advertising character) or an idealized image producers meet the communication requirements such as: instant identification of goods, providing clear and unambiguous information about its content; the requirements for attracting attention through the visual images embodied in the packaging; creation of attractive communicative images from consciously active to accented-neutral. However, advertising characters are more likely to personally consciously active images. At the same time not all consumers are convinced of the perception of such an active position. The consideration of the mentality of such consumers makes it possible to resort to demonstration of images of the final product with hyperbolized consumer qualities. The use of such reception is the most common way of presenting food products under the conditions present in Slavic commodity markets and sometimes leads to the effect of over-supply of properties of such goods in an idealized form that loses communication product in real disposable bag. Obviously, the observation of differences between desired and available product features can lead only to a single act of purchase, and not contribute to the establishing the long-term relationships that can work for the nprestige and multiple acquisition of a proposed brand.
Further, correlating techniques of sense formation with the communicative aspects of packaging products, the matching between the methods of emphasis of awards and signs of environmental safety requirements of trusted sources of information were found, that leads to the creation of the impression of reliability. Specific kind of project reception focused on building confidence in the source of information, creation of a correlation to such a source of impression of reliability is the introduction of TM with loud names such as "Our product", "Without GMOs". Names such as awards and environmental safety receive dominant positions in the system of information and communication elements of packaging products and focus on consumers' attention.
The next communicative aspect of packaging products is the requirement to "tune" consumers into prolonged communication, to promote interest and willingness to acquire goods. Typically, the implementation of such a requirement is carried out through the introduction of font elements and their clear structuring with the help of a system of decorative planes, so-called "dies". Font alphabets, unlike realistic or photographic images, can most accurately tell about the properties of a product in each of the packaging volumes, explaining to the consumer what to expect from the product.
The next project design, which also ensures the implementation of the above requirement, is the original formulation that is executed on the basis of standardized structural elements provided that there is a clear interaction between the constructive and graphic solutions of the packaging products. Consequently, the more noticeable the allocation of packaging in the cell to the same of a similar kind is, the better the process of forming factor is worked out. Of course, informational and communicative elements do not lose their significance in this case, but their design must be logically subordinated to the constructive properties of the form of detection.
Conclusions: Tasks for the design of packaging products include the professional use of professional techniques of graphic design that make it possible to implement dualistic-oriented requirements. A specific feature of the use of such techniques is the refusal to follow the compositional schemes and plastic-shaped characteristics of the communicative elements of the already sold packaging products. Instead, resistance rests on the content fulfillment of each of the techniques which allows to implement an individualized approach to each of the projected packaging.
The study shows the influence and significance of each of the communicative aspects that are considered in detail through a comprehensive analysis