패키지디자인 평가모형을 활용한 실증 평가에 관한 연구

Abstract

The purpose of this study is to attest consumer evaluations on package design proposals. Research study was based on past consumer surveys on the products currently on sale, which were selected subjectively by the market managers. The 'Sun-Cuttlefish' product as a study object, was evaluated its correlation and conformity with standard package design measurement from advance research. As a result, package it did not have definite distinction with its own brand's aesthetic impression or its reliability, but there were definite distinction with its attractiveness in case of proposal C, also with its uniqueness in proposal A. Color did not make any contrasts in all the package proposals with its uniqueness, but for its aesthetic impression, color seemed to make some distinction in the C proposal, attractive ness in the proposal A, and the reliability in the proposal C. Combining the brand and the color categories together, the proposal D was the most applicable design to be launched with its highest result in all components: aesthetic impression, attractiveness, reliability, and uniqueness in accordance. This corresponds to what the market managers previously selected themselves. Therefore, this study can be used as standard measurement that analyzes how the market managers and the consumers view the products; also as standard diagnosis which indicates problems in designs.