패키지 디자인의 암시적 모션 시각 표현 효용성에 관한 연구 - 우유 브랜드를 중심으로 -

Abstract

While the South Korean and Japanese market share of low-temperature milk reaches about 80%, China's low-temperature fresh milk accounts for less than 35%. Anticipating the growth of low-temperature fresh milk in China, This study intends to analyze the visual expression of implicit motion emphasizing freshness in milk package design. On the other hand, the visual element of package design has an important influence on consumer behavior in the store. Although the using and influence of implicit movement in the sales field of drinks is large, studies on it are insufficient. This study is to suggest the direction of milk package design through a comparative analysis of milk package design in South Korea, China and Japan. In this study, six milk package designs for three East Asian countries were selected and the visual expression characteristics of the implicit movements were analyzed to categorize the characteristics and analyzed them through a survey research. A literature survey and the current status of package design of milk brands that reflected implicit images were conducted, and a survey was conducted with 213 respondents regarding the package to be studied. It was analyzed that package design with implicit motion seemed more attractive to consumers than package without implicit motion in market. Specifically, Meiji Milk, which uses an implied image appeared as a package design that could feel the freshest. This shows that the implicit motion image have a positive effect. This study reveals that showing implicit motion on a package can be positive for sales. It is shown through a survey that implicit motion images have a positive effect on stimulating consumers' desire to purchase. It suggests that using these effects in future milk product and other package designs is a strategic choice.