Korea Luxury 디자인 컨셉의 패키지디자인 개발 사례 - 에쎼 골든리프 패키지디자인 리뉴얼 사례중심 -

Abstract

This study is to understand the process in which the design concepts are extracted through the cases of developing the design concepts by the interpretation and application of Korean luxury and its importance. And it is also to explore the development and printing of package design and post-processing, placing an emphasis on the extracted design concept of 'the ultimate in Korea Luxury with the craftsmanship'. In the process of renewing the Esse Golden Leaf package, design slogan of 'Korea Luxury' and design motif of 'pine tree of the most Korean integrity and elegance' were finally selected by exuberantly maximizing the consumer sensitivity-oriented benefit and the 'Korean' image, which is the tone and mood of Esse Golden Leaf with the design developed focusing on supplementing the shortcomings of the design of Esse Golden Leaf before its renewal and strengthen its positive images. After its renewal, the results of consumer survey regarding Esse Golden Leaf package design and of sales show that the consumers have displayed a curious deference to the most Korean expressional technique with the positive responses that it is elegant, attractive, luxurious, worthy, and worth paying instead of being traditional or out of style. In this case, design concept and the consequential printing and post-processing strategy shall be considered to be important. The importance of design concept and the consequential printing and post-processing which can better express the concept shall be recognized and more effort shall be made for the development of successful package design to hit the mark of consumers' sensitivity trend.