AUTHOR’S ILLUSTRATION AS A MEANS OF COMMUNICATION IN MODERN PACKAGING DESIGN

Abstract

Packaging design is an important component of modern communication between a brand and its consumer. Packaging serves not only a functional purpose by ensuring the preservation of the product, but also becomes a means of conveying information, cultural heritage, and emotional messages. In today’s conditions, when many products on the market have similar characteristics, it is the visual design that allows brands to stand out among competitors. The use of custom illustration in packaging design is gaining increasing popularity due to its ability to give a product uniqueness, establish an emotional connection with the target audience, emphasize the cultural component of the product, and, importantly, highlight its national identity. Ukrainian culture is rich in traditions, symbolism, and vivid artistic examples, which serve as a source of inspiration for contemporary designers. This article explores the potential of custom illustration as a means of communication in modern packaging design. Thus, an illustration on the surface of packaging becomes a multifaceted tool that interacts with its form, emphasizing its uniqueness, creating an associative link between the product and the consumer, and adding emotional depth to the design. In the case of custom illustration, it also provides an opportunity to turn each package into a work of art, increasing its value and significance in the eyes of the audience. The paper emphasizes the importance of illustration as a tool for preserving national identity amid the growing interest in local and traditional products. Through custom graphics, designers have the opportunity not only to create original packaging but also to promote Ukraine’s cultural heritage in the modern market. In this context, design acquires social significance, as it not only advertises a product but also shapes the perception of Ukraine as a country with a rich cultural heritage and distinctive creative potential.