뉴트로 디자인을 반영한 패키지디자인 조형적 특성 연구-장수 식음료 브랜드를 중심으로-

Abstract

Recently, many long-lasting food and beverage brand was developed, promotional package design was being reprinted in the 1970s and 1980s style, and this trend is named New-tro Design. This study aims to analyze the characteristics of New-tro Design. The 8 package cases of long-lasting food and beverage brands were extracted according to the selection criteria. To reveal the characteristics of the formulation, seven visual elements of the package design were set as the basis of analysis and the existing package and promotional package design were compared and analyzed. Studies have shown that the change in brand logo is not significant and the color is reduced by 62.5% after development, and the color combination is simplified. It was confirmed that 87.5% of typography was replaced by bold, straight square typeface to increase legibility, and that changes in typography were taking the lead by expanding its size or changing it to vertical writing. Layouts could be seen reducing the number of faces or simplifying the segmentation of faces, and characters can be seen using existing characters as they are, but simplifying and maximizing certain parts to emphasize. Illustration reinforced the image of the reprint by adding lines that felt the texture of traditional patterns or woodblock prints, and found that images were deleted or reduced in size. This study is expected to be used as a basic data for the formative aspects of package design using the New-tro design in the future.