패키지디자인의 타이포그라피가 소비자의 인지심리에 미치는 영향

Abstract

Currently, most of the packages in the food industry use Calligraphic to name products. The research range is based on the design of packages of udon noodle and Kalguksu in Korea. Purpose of the research is to examine the effects of typography on food brand packages from a cognitive psychological perspective and to analyze visual factors and suggest the noodle package. Research methods are the five-point scale and the multi-speed comparative analysis of learned through literature data, prior research and online surveys. Through this process, the concept and information processing process of typography and cognitive psychology were summarized. Research range is a package design of udon and Kalguksu that was released in South Korea's major markets. 80 % of the product names are written in calligraphy, and there are many package designs with different taste types. Results that study found that typography, which stimulates the sense of taste, had the highest response rate, contrary to the expectation that aesthetics and formality would be the most important factors in purchasing factors. First, make typography that stimulates the sense of taste. Second, in order to stimulate consumers' cognitive psychology, five senses should be applied to the typography, but the role of the language system (logogen) should be supplemented by considering visual correction and grayness. Hopefully, it will help design strategies that can stimulate consumer awareness based on this research.