건강기능식품 PB 패키지디자인의 발전 방향에 관한 연구

Abstract

Domestic large-sized marts are experiencing low growth and competition among companies due to the global economic downturn. In particular, as consumers are increasingly interested in health, domestic supermarkets are gradually expanding their sales of Health functional foods Private Brand products. The purpose of this research is to examine the market of Health functional foods PB brand of domestic and foreign large marts, analyze the vitamin package design, and propose efficient direction. It was targeted at the nine-largest retail Health functional foods PB vitamin package, the largest of all large retail chains in Korea, the United States and Britain. Based on domestic and foreign empirical case surveys, literature surveys, newspaper surveys, and internet data, the survey used a scale of 5 points to compare properties. The design of large retail PB vitamins packages in Korea first appeared to lack consistency due to irregularities in the layout between products. Second, it was found to lack unique brand features that emphasize professionalism. As a result, the expertise of Korean PB vitamins did not appear well. However, it showed reliable design and the U.S. and the U.K. showed clear characteristics in terms of expertise and information delivery compared to domestic products. Based on the suggestions of this study, it is hoped that the package design of PB vitamins will be an efficient design strategy to gain consumer trust through expertise and consistent delivery of information.