Ethno-design as a Conservation Form for Folk Art Images in the Age of Globalization

Ethno-design, as an essential component of the project culture, has become a place of intersection of cultural layers. Therefore, the study of its phenomenon within the system of ethnocultural values as a significant component of culture is a highly topical issue, since design impacts the shaping of both the individual and the people’s thought pattern. The purpose of the article is to highlight the issue of national self-identification in the age of globalization and to define ethno-design as a form of influence on cultural and artistic advancement of Ukraine. The research methodology applies historical, analytical and structural methods, as well as semiotic principle. The scientific novelty is to provide profound inquiry of ethno-design as one of the leading carriers of the symbolic code of ethnical art identity. The ethnical tradition is considered to be an important culture category with which the style category is also associated, and an integrated approach in design directs the development of the modern project process in Ukraine. Conclusions. The article proves that the globalized competitive expansion applies new requirements to products, which should both be of high quality and present the national identity of the country of origin. It is an option if we approach traditional art as a crucial factor to unite society. The modern concepts of the design development national features have been singled out. There are regional, national and international components, as well as a combination of traditional and innovative. Thus, modern national features consist of traditions combined with national innovation. It is noted that in the contemporary world the designer becomes an intermediary between the person and the informative environment; the one is a creator of not only the object but also synthesises the values of different periods, styles of life, individual and social views, reinterprets the value of the object that human has consumed. An initial mark of the author’s message for many design projects is symbolic units, their art, personal and spiritual, and ethnocultural content of Ukrainian folk art.