패키지 디자인의 시각적 구성요소에 의한 펫푸드 브랜드 분석- 펫푸드 브랜드 Top 10 중심으로 -

Abstract

The research background of this paper is to examine domestic and international environmental changes surrounding the rapid development of the pet food industry. This study recognizes the importance of pet food brand package design and emphasizes the necessity for brand differentiation through it. The research purpose of this paper is to suggest an effective direction for package design to secure the competitiveness of pet food brands. The research scope of this paper was limited to pet food brands within the top 10 in domestic sales performance. As a research method for this paper, brand logo, typography, layout, color, illustration and container shape were extracted as visual components of package design by referring to related papers. The research results of this paper are as follows. Brand logos generally apply various types of CI, fonts and colors. For typography, sans serif or serif was mainly applied, and cursive was sometimes mixed. Colors were similar or identical, so they did not take advantage of the characteristics and advantages of pet food brands. Layouts lacked originality and readability with a similar package design. Illustrations did not reflect the rapidly changing trends in package design. Containers were very limited in shape and material. In conclusion, the important thing in pet food brand package design is convenience in terms of consumers and simplicity of structure in terms of design, so complementary relationships are important. An understanding the visual components of package design should be able to develop an understanding of sales promotion and practical design sense. Future research needs to empirically verify these findings through consumer surveys and interviews.