감성디자인을 활용한 지역특화 브랜드 패키지 디자인 개발 연구- 포천 쌀 "솔모루미" 상품을 중심으로 -

Abstract

In response to declining rice consumption and shifting trends, this study aims to enhance brand recognition, promote regional identity, and secure competitiveness by applying Norman’s three stages of emotional design to the packaging of Pocheon “Solmorumi” rice. Focusing on the “Solmorumi” rice packaging, the research analyzed Norman’s emotional design through overseas cases and produced three design proposals reflecting emotional design elements. An internal survey selected the final proposal, and 100 internal staff members were then surveyed to evaluate its distinctiveness compared to competing brands. The research involved literature review, case analysis, emotional design classification, design development, surveys, and multifunctional scale analysis. This study sought to reinforce the “Solmorumi” brand with emotional design elements amid declining rice consumption. Based on five visual elements derived from overseas cases, three design proposals were developed. As a result, Proposal C—featuring a harmonious blend of illustration, photography, and typography—was chosen as the final design. When compared to competing brands, the Pocheon rice packaging was found to positively influence consumers’ product perception and purchase decisions through its emotional design features. These findings suggest that applying emotional design elements to regional rice brands can help boost local brand value and stimulate rice consumption. Consequently, this research provides a strategic foundation for future development of local packaging designs and bolsters the competitiveness of regional agricultural brands.