생성형 AI를 활용한 중국 메디컬 화장품 감성 패키지디자인 연구- 중국 ‘FulQun’ 브랜드를 중심으로 -

Abstract

As Chinese consumers' preference for medical cosmetics increases, several medical cosmetics have emerged. However, the Chinese market is led by global brands. Recently, many emotional package designs have appeared in the cosmetics industry, but this is not the case in the medical cosmetics market. Generative AI significantly shortens the idea visualization stage. The purpose of this study is to establish a process that reflects emotional keywords and brand characteristics by creating a package concept draft through generative AI. The scope of the study is Chinese Taobao and foreign medical cosmetics brand rankings and medical cosmetics in the first half of 2023. The research involves analyzing the top medical cosmetics brands on Taobao in early 2023, conducting a literature review on medical cosmetics and generative AI, and surveying Taobao consumers to identify preferences and issues. Focusing on the Chinese brand FulQun, the study proposes and evaluates an emotional package design using generative AI. The process included selecting brand colors, designing logos, creating container sketches, and comparing new packages with existing ones. Midjourney was selected as a generative AI tool for production. Results show that FulQun's new design achieved higher brand recognition and aesthetics. Despite some limitations, this process could enhance competitiveness and strengthen branding in the advanced cosmetics market.