무라벨 친환경 패키지디자인을 활용과 탄산음료 브랜드인지도에 관한 연구- 한국 소비자의 브랜드 인지도 중심으로 -

Abstract

With the widespread use of plastics, plastic pollution has become a worldwide problem. Among them, plastic packaging accounts for about 42% of waste plastics. Plastic PET bottles are often used in carbonated beverage packaging. To make PET bottles easier to recycle, many carbonated drink brands use eco-friendly packaging and label-free PET bottles. Therefore, this study takes Korean carbonated beverages as the object, assuming that the packaging design of carbonated beverages currently being produced and sold does not use labels, and investigates how consumers distinguish carbonated beverage brands without labels. And on this basis, we try to find out the design elements of the brand identity of unlabeled carbonated drinks. First, the packaging design of carbonated beverages in Korea is analyzed in the context of no label. Second, the survey and analysis of consumers' awareness of the three elements of unlabeled carbonated beverages (bottle shape, cork, and beverage color). Third, based on the results of the investigation, the plastic bottle design and improvement plan of the label-free carbonated beverage was proposed. According to the research results, unlabeled carbonated beverages will cause a decline in the awareness of consumers of all ages to a certain extent. In the case of no label, consumers are more sensitive to the color of the beverage, and judge the approximate brand by the color of the beverage. In terms of packaging, consumers are more aware of the color of the bottle cap, that is, the brand color, than the shape of the bottle.