화장품 패키지디자인의 시각적 요소 분석 - 글로벌 화장품 브랜드를 중심으로 -

Abstract

The usage of cosmetics started with the development of mankind, and they became a means of satisfying the aesthetic instinct and desire of human beings. Make-up, which used to be the exclusive property of women, has continued to expand to man and woman and people of all ages today. The purposes of this study were to investigate the flows of package design in cosmetics with high brand values worldwide and propose efficient design directionality based on the results. As for methodology, the investigator defined the elements and concepts of package design through literature study and selected five global cosmetics brands from East and West. An empirical research was conducted of package of cream products, which held the most lines, to compare and analyze four visual elements. Cosmetics companies need to secure their competitive edge in the global cosmetics industry with a focus on package design, which is one of the important factors to promote product sales in global markets. When products are made based on the elements of global design, they are more likely to be purchased by consumers. Package design has emerged as one of the crucial factors to drive product sales beyond the simple product packaging stage. it is thus needed to emphasize attention and clarity rather than complicated graphical elements and layouts and pursue design that corresponds with the concept of brand design. Based on those common elements, each brand should have their own individuality and differentiating design strategies and set up efficient strategies to encourage their products by taking the needs and cultural and environmental elements of consumers into consideration.