패키지디자인 비주얼 표현요소 수의 기억한계와 그 우선순위 실험연구

Abstract

For FMCG (Fast Moving Consumer Goods, supermarke t products such as household items and groceries), packa ging is the most important brand element. When rememb ering brands, European or American products'; packagin g design can easily draw out packaging image and can easily be noticed in stores, Korean packaging design is th e opposite. This mostly looks to be dependent on if the number of design factors is high or low. This research aims to find out design factors, the limita tion of number of design factors, and their hierarchy. The research was carried out via examination of previous res earch, and experiments. The experiments were performed online using tachistoscopic memory experiment used in c ognitive psychology. Preceding theoretical cognitive psychology research, suc h as limitation of information and image scaling, was stu died. Through visual memory experiment using a tachist oscope, I strived to find out the dimensional order of prior ity regarding the numbers of design factors that we can recognize and remember, colors, shapes, locations, and ot hers. Pictures similar to poker cards were used as experi mental stimuli and experiments were carried out online. The results showed that we can simultaneously remembe r between 2 and 3 visuals including color and position wh ich are dimensional factors and the hierarchy was sha pe, logo, color in order.