어린이 감기약의 패키지 디자인 비교 연구- 중국과 일본의 어린이 감기약 10종을 중심으로 -

Abstract

Medicines are one of the indispensable products for children during their formative years. Child patients are reluctant to take medicines due to a feeling of aversion or fear caused by the bitter taste they experience from the medicine. Recently, as the number of people who buy cold medicines at places other than pharmacies has increased, so has the number of medication accidents due to insufficient guidance from doctors. The purpose of this study is to compare and analyze the visual elements of children's cold medicine packaging design in China and Japan, to identify problems, and then to propose a direction for cold medicine packaging design that positively affects children's medication safety and emotional experience. This study takes the top 10 popularity charts of children's cold medicine provided by CNPP in China and LOHACO in Japan as the research object, and comprehensively analyzes four visual factors: illustration, color, layout, and brand logo. Finally, an empirical study was conducted through a questionnaire survey. The results of the study show that the use of cartoon illustrations in the package design of children's cold medicines can enable consumers to quickly distinguish adult medicines. In terms of layout, important information such as ‘ingredients’ and ‘applicable age’ should be clearly labeled. In terms of color, the dynamic orange color helps to provide a good emotional experience for children. In terms of logos, the use of colorful bold letters is more conducive to attracting consumers' attention and improving the safety of purchasing medicines.