화장품 패키지의 디자인적 요소와 B.I의 연관성에 관한 연구

Abstract

Recent years, Korean cosmetics industry has grown rapidly in China and Southeast Asia. However, the futuristic design strategy of most of Koreand cosmetic brand design system has not ready and not implemented yet. The purpose of this study is to support suggestions of desirable the package design for powerful cosmetics brand in the global market. This study selected 5 brands on the cosmetics brand chart selected by BSTI(Brand Stock Top Index) to conduct literature investigation on domestic and foreign books and precedent studies and positive case study using multi-attribute comparative analysis for theoretical study on brand identity and components of package design. Formation of unique brand image is necessary for the brand to be recognized in consumers’ memory and it will induce consumers to select their own-brand products among numerous products. Company’s value needs to be selected for the formation of brand image and it is necessary to form a differentiated brand identity by applying corresponding design elements of cosmetic package. According to the analysis of correspondence between logo and brand concept, it was identified that most of the brands contained their philosophy in their logo and intended to shape and reflect the concept of each brand on the container according to the correlation between the package design form and brand identity through grid. For color analysis using pixel analysis method, it was identified that a signature color and colors related to the product characteristics were used on products. Therefore, it was verified that various design elements that compose cosmetic package are affected by corporate philosophy and they contribute to forming the company’s brand image.