펫팸족 문화와 애견용 주류 패키지디자인의 인지문제를 통한 리디자인 제안연구- 애견용 맥주를 중심으로-

Abstract

Pets have entered our lives so deeply that it is not awkward to call them our children. As the pet market continues to grow and related businesses are subdivided, similar designs between products used by humans and products for pets are confusing consumers' purchasing behavior. Therefore, this study proposes a package redesign to improve the cognitive problem of dog-only liquor products according to the pet family culture. The scope of the study was analyzed by selecting four types of "dog beer" that are sold the most or reviewed in Korea as product cases. In addition, through literature research methods such as research papers and professional books in related fields and three surveys, problems with product recognition of beer package design for dogs were derived and design results were proposed. In conclusion, First, problems with product purchase recognition were drawn at a high rate of 60%, more than half of which were mistakenly purchased in the process of purchasing liquor products for dogs. Second, in terms of design, it was found that the package design approach through differentiation of character images and logo types was more effective in recognizing the characteristics of the product than the logo type using fonts similar to similar products. Third, it was found that using symbolic elements such as metaphors and colors related to the product acts as a factor that effectively and clearly conveys the product's visual information and helps to recognize the product easily by minimizing confusion in product purchase.