PLASTIC TECHNIQUES OF FORMING THE DECORATIVE STRUCTURE OF A LABEL IN CONTEMPORARY PACKAGING DESIGN: CLASSIFICATION AND EDUCATIONAL-PRACTICAL ASPECTS

Abstract

Purpose. The study aims to investigate plastic techniques for forming the decorative structure of labels in contemporary packaging design, to systematize the main methods of material transformation, and to identify their relationship with educational practices of form-making in design education. Particular attention is paid to the role of material as an active compositional element and a means of enhancing the visual expressiveness of packaging in a competitive market environment. Methodology. The research is based on a комплексний approach, including analysis of scientific sources, comparative analysis of contemporary packaging design samples, and systematization of plastic techniques according to the methods of material transformation. Principles of form-making, compositional analysis, and generalization of educational practices in graphic design were applied. Results. The main plastic techniques of forming the decorative structure of labels have been identified and classified, including perforation, relief (embossing and debossing), transformation (bending), modular techniques, and ornamental cut-out as a separate category. It has been established that these techniques contribute to the creation of multi-layered compositions, effects of depth, light and shadow, and tactile qualities, enhancing the communicative potential of packaging. The study confirms that such techniques are widely used in professional design practice and are directly related to basic educational exercises that develop spatial thinking, sense of rhythm, texture, and compositional balance. Scientific novelty. The novelty lies in the systematization of plastic techniques for forming the decorative structure of labels, with the выделення of ornamental cut-out as an independent form-making category, as well as in identifying the connection between academic exercises in paper plasticity and contemporary packaging design practices. Practical relevance. The results can be applied in teaching courses in composition, form-making, and packaging design, as well as in professional design practice. It is demonstrated that students can integrate the acquired skills of ornamental cutting, bending, embossing, and modular composition into their own projects. Special relevance is observed in the application of these techniques for interpreting Ukrainian ornamental motifs in packaging design, which creates a contemporary approach to rethinking national visual traditions.