한·일 편의점 PB제품 패키지디자인의 시각요소 분석 - 커피우유 패키지디자인을 중심으로 -

Abstract

Today, people who use convenience stores have increased. It looks similar to the Japanese convenience stores market. The study focused on the design of the PB coffee milk for the Korea And Japan convenience store. The purpose of the Study is to suggest efficient design direction by comparing the market for convenience and convenience stores, and the advantages and disadvantages of the PB coffee milk package. Through the prior study, the concept of PB and the status of a convenience store was investigated. The PB brand coffee milk package design of Korea and Japan convenience store was investigated through multi-attribute comparative analysis. The questionnaire was used to analyze the image of coffee milk package design and analyzed using the Likert 5 point scale. Coffee milk package designs have been launched in various containers, There were a lot of package designs that collaborated with characters. Image analysis shows that the personality of the package design is lacking. coffee milk products at convenience stores in Japan have been introduced in premium PB brands and cafe brands, raising the product's expertise. Domestic PB brand coffee milk package design does not show clear image, it seems to need improvement. In order to differentiate itself from the competition, a unique personality of package design is needed. In addition, it is necessary to enhance the professionalism of the PB brand to facilitate product management and build trust in consumers.