시각적 주의를 고려한 수산물 패키지의 라벨 디자인 연구

Abstract

With the global decrease of fish catch and also the pollution of the aquatic ecosystem, the UN’s Food and Agriculture Organization (FAO) has forewarned a dramatic price rise in Aquatic product. Along with this, it is getting more important to enhance the competitiveness of Aquatic product in Korea and discriminate the image of them by suggesting plans to better the design of their package. This study is aimed to present directions for Aquatic product package design to enhance the competitiveness of the domestic Aquatic product. The range of research covers nine domestic and overseas Aquatic product package and nine experimental cases of stimulant design and to extract the factors of attracting customers to Aquatic product package employed an eye tracker. For empirical analysis, the heat map, gaze plot, and AOI were applied, and one-way ANOVA was performed to draw the results. According to the Time to First Fixation(TTFF), Visit Count(VC), and Total Fixation Duration(TFD) intended to attract customers’ eyes, about the design of labels, rectangles of the location and size regardless of fish’s head or tail indicated higher visual attention. There exists significant difference according to the characteristics of Aquatic product package design based on the results of multilateral analysis and verification over whether there is any difference in visual attention. To naturally attract customers through visual attention it is more efficient to make the form of the label simpler and the design on the part of the product where freshness is less affected. Concerning the label design of Aquatic product package, if we suggest more design in consideration of visual attention, it will be possible to contribute to obtaining competitiveness in related.