헤리티지 콘셉트 브랜드에 따른 패키지디자인의 시각적 표현에 관한 연구- 식음료 제품 브랜드를 중심으로 -

Abstract

Recently, the retro has been strong in the Korean food and beverage market consumers who enthusiastic about retro design. As a result, companies are launching food and beverage heritage brand products with various the heritage concept to food and beverage brands, which is accelerating the purchase desire of consumers. This study compares and analyzes reasons why these package design brands are preferred by visual expression factors, tries to find out why they are preferred by consumers. As a research method, the concept is first understood through literature data and prior research of heritage brands, visual expression elements of package design are considered. In order to analyze the visual expression characteristics of package design by extracting examples of 8 food and beverage brand products to which the heritage concept is applied, the visual expression elements were divided into 7 criteria and analyzed how the design characteristics of heritage were expressed through package design. Thus, it was confirmed that the logo and color of the brand did not change significantly, and the typography was simplified with a focus on readability to give a leading design change, which found of the heritage concept was maximized by emphasizing a illustration or photo through a simple layout. The heritage image is reinterpreted in a modern way to original images of the brand. which characteristics of a new package design based on the brand tradition. This study is intended to be used as a basic data for the visual expression elements of package design using the heritage concept in the future.