Packaging: relevance and development tendencies

Abstract. At this stage of society's development, packaging is perceived as one of the main means of forming the consumer space, an object of communication between the manufacturer, seller and consumer. The history of printed packaging dates back to the third century. Packaging as an object of graphic design, included in the sphere of modern marketing – only the second hundred years. The United States, Germany, Japan, and Russia are leading the way in this process. Despite its long history, domestic packaging has not been sufficiently studied. Its artistic component, which was updated during the period of design training, remained out of the attention of researchers. The topic of this article is devoted to current development trends in the field of packaging and packaging materials. The authors consider and theoretically justify the possibility of improving the packaging process in Kazakhstan using modern technologies, including 3D printing methods. The authors conduct a comparative analysis of foreign and Kazakh packagingbased on specific data, they note that the packaging of domestic products does not meet international standards, and there are significant shortcomings in the protective, aesthetic, consumer, and environmental properties of packaging. The purpose of the article is to study the practice and development trends of modern packaging, as well as problems related to the peculiarities of packaging functioning in marketing conditions. The article analyzes the relevance and characteristics of the packaging process. The practical significance of the research is that the authors, by analyzing trends in the development of the packaging process abroad, identify ways to introduce new practical approaches to packaging in Kazakhstan. The article reviews materials on this topic, studies articles and scientific works of famous foreign and domestic scientists: I.S. Stefanov, N.N. Poliyansky, K.E. Petrov, V.Sitnikov, Zh.Bazilov, Sh.Eleukenov, B.Omarova. This research is relevant for University teachers, printing specialists, students and young scientists who are engaged in packaging as an effective tool for product promotion.