아이스크림 패키지디자인 시각요소에 관한 소비자 선호도 연구

Abstract

As the Korean ice cream market grows in size and in the face of fierce competition, it is important for designers to consider how to get their products off the shelves. The visual element of packaging design plays a key role in attracting consumers' attention and differentiating the brand. The purpose of this study is to understand the preference of different consumer groups on the visual elements of ice cream packaging design, as well as preferences of different expressions of each visual element. The research method is to determine the visual elements such as color, layout, font, illustration, branding and form through a prior study, which is used as a benchmark to conduct a preference questionnaire survey on the winning designs of the Red Dot Design Competition 2020-2021, and to understand the differences in consumer preference through SPSS mean analysis. The results of the study found that women, 20th generation, students, corporate employees, professional employees, undergraduate and graduate students showed significant preference for visual elements design. In terms of color, the same color and warm and cold contrasting tones are more popular among consumers. In terms of patterns, consumers tend to prefer cartoon illustrations and multi-element fusion forms. In terms of layout, newspaper-style layout design is popular among consumers. In terms of branding, consumers prefer Symbol mark and logo type and minimalist graphic design. In terms of fonts, sans serif and handwritten fonts increase readability and intimacy. In terms of form, detail-oriented design have high consumer satisfaction.