LABEL PRODUCT AS AN OBJECT OF ARTISTIC EXPRESSIVENESS
Artistic analysis of the industrial graphics used on the labels in the Belarusian alcoholic industry of 1991-2020 is presented. Cultural and historical prerequisites that influenced the formation of the label design culture in modern Belarus are considered. The classification of the cultural phenomenon is proposed by the author. The peculiarities of formation of the artistic expressiveness, and innovative techniques used in the label products’ decoration aiming to highlight trade marks, are revealed. Problems of names’ transliteration that reduce the artistic significance of the product’s concept are studied. Information about Belarusian enterprises, artists, branding agencies involved in this area of creativity is summarized. The problem of domestic authorship in the leading samples of the applied graphics in the field of the art label decoration is outlined.