패키지디자인과 브랜드 주목율의 관계성 고찰 - 생면브랜드 중심으로 -

Abstract

It becomes very important to make people choose one's own brand among many different brands in this fast-changing market environments. Therefore, a company needs something special in order to attract customers when products are displayed at the front row of shops. In other words, attention is important for attracting customers' interest on own brand with the following factors like focus, curiosity, convenience, and differentiation. Attention (keep attention for a long time) in a visual recognition means making customer focus and have favorable impression on brand by strong impacts. Attention contributes to creating potential customers' motivation and desire to buy products by informing potential customers of merit of products with differentiated characteristics from other brands. This study focuses on the relationship between brand image of a package design and attention through the case studies of wet noodle brands, and the purpose of this study is to seek effective package design directions for strengthening wet noodle brand images. We studied the package details of domestic wet noodle brands, their characteristics, and oversea package cases and presented effective directions in humanities by comparing and analyzing visual factors (logo type, layout, color, photo, and illustration) shown in package design by brand for actual cases of wet noodles. The result of study showed that purchasing behaviors of consumers were influenced a lot by brand images and package designs. It is necessary to have strategy effectively using design factors like patterns, colors, and logo types proper to brand images and products' natures by understanding visual recognition reactions to designs of consumers and consumers' needs. Such strategy is very effective in making people more favorably recognize the products from other brands by creating interest and increasing attention. The attention contributes to making distinct and strong brand images in the competitive markets.