화장품브랜드 디자인과 시각요소의 관련성 연구- 중·한 화장품 브랜드 10개를 중심으로 -

Abstract

As the Chinese economy develops, the philosophy of life is gradually changing. Therefore, the cosmetics market is highly likely to grow. The purpose of this study is to provide a way to identify problems in Chinese cosmetic brands and to contribute to brand design direction and brand image differentiation strategy by examining differences between Chinese and one brand design. The research methodology was to select top 5 Korean cosmetics brands and top 5 Chinese brands that entered the Chinese market, survey and analyze empirical cases, and conduct basic questionnaires on cosmetic design and obtain sample data through multidimensional scaling method (MDS). As a result, China's cosmetic design is more complicated than Korean cosmetics, and the shape and layout of most containers are similar, and product differentiation is weak. Korean cosmetics have differentiated and differentiated products and brands based on product form and layout diversity. Color also showed the design strategy of the brand's unique personality by using the color related to the property of the product. The questionnaire conducted a basic survey on 10 brands. According to the comparative analysis, Korean cosmetics brands were loved by Chinese consumers.. Research shows that Chinese cosmetics not only have to reveal the characteristics of products, but also express differentiated designs through brand identity. In future research, it will be possible to serve as a practical basic data to become an effective strategy for enhancing the image of Chinese cosmetics brand and increasing the purchase rate of products. The limitations of this study are as follows. It is not the target of all cosmetics distributed in China. The limitations of this study should be supplemented in future studies, and we hope to continue the research of various aspects of package design in future studies.