브랜드의 총체적 경험을 위한 글로벌 패키지디자인의 트랜스미디어 스토리텔링 사례 연구

Abstract

Currently, there is a need for new changes in brand packaging design, as consumer needs and trends are changing with the development of new media technology. Accordingly, the current study aimed to suggest a strategy to provide an overall brand experience with the use of brand packaging evolved a step further by reflecting transmedia storytelling in the packaging design. After a review of theories available in the literature and the Internet was conducted, 12 cases out of 50 or so of Coca-Cola packaging design created in various countries worldwide between 2008 and 2016 were selected according to the experience types suggested by Bernd Schmitt. Then, the stories, media methods and experiential strategies were analyzed. The Coca-Cola global packaging design enabled a gamification experience by introducing new media technology, which was difficult with the existing packaging, increased the relationship orientation between the consumers and the brand by providing a special and emotional experience based on storytelling, and had a diffusion effect on the basis of interactivity that exceeded what was possible with the existing media. Also, it induced a deeper experience with the brand through direct, internal, personal, and process experiences. In the future, as a medium for overall experience that is fused with new media technology, brand packaging design should provide a story-based experience and also a multidimensional experience. In addition, it should play the roles of a medium appropriate for the present time and simultaneously future cultural contents by providing continuously new and creative experiences through interactivity not limited to time and space.