디드로 효과를 적용한 색조 화장품 시리즈 패키지 디자인 개발

Abstract

As the age of no-mask enters, the consumption of color cosmetics increases again, and the cosmetics industry is expected to be a 'spin-off era' and is making efforts to take a new leap forward. This study analyzed the series cosmetics design that induces consumers' related purchases and developed a color cosmetics package design that stimulates emotions. It is intended to be helpful in the development of differentiated designs that induce related purchases in the future. As for the research method, after investigating the diderot effect, we looked at the case of the series cosmetics package design in which the diderot effect was applied. After the first survey was conducted with the draft applying the characteristics derived from the case analysis, the three final designs that developed it were surveyed using Googleform, and then a multifunctional scale analysis was conducted. As a result of the study, the preference for collaboration design using characters was found to be the highest among the series cosmetics package designs applied with color, seasonality, and collaboration. Purchase desire, uniqueness, attention, and aspiration were the highest, and the difference was particularly large in terms of purchase desire and uniqueness. This shows that the image of a character that consumers feel familiar with and popular is applied to the design, attracting consumers' attention even more and eventually leading to purchase. Through this, it suggests the importance of corporate collaboration activities in designing the series cosmetics package in the future, and it is expected to be used as a sales strategy to increase differentiation and competitiveness by developing a series of products that apply the diderot effect.