노스탤지어를 활용한 레트로 패키지디자인 개발 사례 연구- ‘설빙’ 추억의 디저트 상품을 중심으로 -

Abstract

Recently, a retro marketing craze that stimulates emotions has been spreading in various fields. Retro, which means recollection or retrospect, is used as an important marketing strategy for companies by stimulating consumer sentiment by reminding people of nostalgia or specific memories of the past. The purpose of this study is to present an objective direction when designing retro products for companies with the theme of nostalgia as an effective and persuasive appeal method to consumers. First, we investigated previous research related to nostalgia and retro package design, looked at domestic cases of retro package design, and classified design types according to visual elements. After developing the Sulbing Bungeobbang package design based on case analysis, a survey was conducted using Google Form based on the results derived from the final design, and a multi-functional scale analysis was conducted. As a result of the study, the visual elements of the retro package included primary colors, drawn characters, old-fashioned typography, kraft texture, and stroke frames. Among them, the emotional preference for design proposals that utilized all three visual elements of texture, typography, and color was the highest, and when designing packages, using the main color that expresses the taste or characteristics of the product was better than using actual images of the product. It was confirmed that consumer awareness was higher than before. This study is expected to develop retro-concept product designs to effectively utilize them in the upcoming Sulbing nostalgic dessert product line-up, and to present objective guidelines when designing retro products for companies with a nostalgia theme.