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The article is dedicated to studying the prospects for the development of art packaging design and identifying the characteristic features of this field. The primary objective of the research is to analyse current trends and prospects for the development of art packaging design, determine its role in shaping consumer demand, and assess the impact of aesthetic and functional aspects on consumer choice. The research methodology involves a comprehensive approach, including the study of literature on the topic and the research of successful examples of art packaging made by students of the Master’s programme in Visual Communication Design at the Kharkiv State Academy of Arts and Design. Observations and testing of prototypes are focused on the targeted study of the product in the environment and in interaction with the user. The scientific novelty of the research lies in a comprehensive analysis of current trends in the design of art packaging and the identification of new approaches to its creation, which take into account the study of the role of multisensory elements in shaping a positive consumer experience; study of innovative eco-friendly materials and technologies used in the creation of art packaging; analysis of the impact of socio-cultural factors on the design of art packaging and its perception by consumers; study of new technologies that allow making art packaging interactive for interaction with consumers. Conclusions. The research has shown that packaging plays an important role in building a brand and increasing consumer loyalty. We conclude that the harmonious combination of aesthetics and functionality is a key factor in the success of packaging; the use of innovative materials and technologies contributes to the creation of unique and environmentally friendly products; the involvement of multiple sensory experiences increases the emotional connection of the consumer with the product; design that takes into account cultural characteristics and values is better perceived by consumers and strengthens brand identification; interactive elements increase consumer interest and engagement, creating additional value for the product. The study has revealed prospects for further development of packaging design based on innovative and creative approaches that can significantly increase the competitiveness of products in the market.