화장품 산업동향에 따른 패키지 디자인의 특성 연구 - 국내 중․저가 화장품 브랜드를 중심으로 -

Abstract

The size of the World's Cosmetics Market is growing steadily since 2001. The Brand shops which stood out as a 2 trillion Korean won market within such a short period of less then 10 years, have rapidly lead advancement of Cosmetics distribution and expecting continuous expansion in the market while forming hard competition between the active growth strategy of initiative enterprises and the challenge of newcomers. In today's society, consumers understand the goods and brands through visual experience. Packaging design is a symbolic formative element which cannot but be presented on all products or goods inevitably, having function of communication that the consumers deliver stimulation through verbal and non-verbal signs. The purpose of this study is to investigate the trend of domestic and overseas Cosmetics Industry, theoretical view of forecast on Cosmetics market and the Communication of Brand and Packaging Design. As well, is aimed to research effective plan for Cosmetics Packaging Design through selecting top 10 brands among low and middle priced domestic Cosmetics Brands and top 5 brands among luxury imported Cosmetics Brands. This thesis shows the brands can be said to be inevitable considering today's cultural tendency, playing a positive role such as improvement of package's communication function and raising of brand image, etc. Precise brand logo of enterprise, its concept, and color image can be strong marketing tools to enhance brand differentiation, so that consistent Brand Identity seems to be effective for steady sales increase.