: 144-152
Lviv Polytechnic National University Department of Architectural Design and Engineering
Lviv Polytechnic National University

The article highlights the topical problems of searching for new methods of using font and image elements in project design methodology of compositional integrity of graphic identification development for packaging of consumer goods.

Research purpose of the article is to outline and investigate the methods of reflecting identification of packaging with the help of author's unique image and font composition.

We have analyzed and determined the role of author's unique creative thinking in ensuring the expedient synthesis of shape formation and optimal convenience, stylistic relevance, and marketing successful component for the development of goods packaging in zoo segment. Graphic design can convey almost any information to its recipient by means of signs and images, particularly on the basis of system typography. Successful combination of typography and visual image creates ideas, phenomena or process of real world. Conscious approach and ecological literacy of modern society is focused on the caring attitude to surrounding environment, particularly to protection of animals, which significantly influences production of both food and consumer type of these goods. Supporting element of this retail is always tightly interconnected with method and aesthetics of packaging.  

It has been discovered that the methodological structure of graphical visual and image language development, particularly author's unique font, has three main stages: 1st stage - rules of font construction; 2nd stage - work on detalization of separate sign; 3rd - work on font phrase and text. Application of individually developed typography in packaging design becomes a powerful means of visualization in objects of packaging and formation of brand awareness features of these goods. Formation of individual compositional patterns or ornamental elements in combination with author's unique font is the powerful compositional method and tool for solving the problem of visual perception of goods.

It has been established that to ensure successful packaging design it is necessary to take into account functional and aesthetic characteristics. Therefore, given the specificity, the wide range of graphic possibilities should be focused on determining the method of combining typography and image. In this case, author's unique stylistics occupies dominant place in compositional identification of choice. It has been determined that graphic language of design project is indirectly dependent on the aspects of printing technologies, which designer can successfully use to finish the holistic perception of ready-made product.

The task of choosing the successful technique and principle of visual image language of packaging remains the relevant experimental niche for graphic designers.

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