브랜드 이미지 형성을 위한 패키지디자인의 표현방법 연구- 제주 감귤 패키지의 색상과 형태를 중심으로-

Abstract

Among all the brands, consumers are intrigued by vi sually interesting and fresh packages before choosing a product. Visual components of a package design suc h as colors, shapes, logos, or illustrations should be e xpressed in more distinctive ways since visual stimulu s is usually the most effective one that could attract the interests by consumers. Therefore, the significanc e of this study lies in the fact that this study investiga ted effective elements that can be expressed so as to be recognized by consumers. Those elements can be utilized in package designs. This study surveyed the general public living in Jeju Island focusing on a 5kg tangerine gift package which has currently being sold in the island and a new tange rine package design suggested for the study. And it al so examined the impact of changes in colors and shap es which are visual elements of Jeju tangerine packag e designs on the consumers' recognition. We compare d and statistically analyzed currently used package de signs and a virtual brand package that has been altere d in its color and shape. The results are as follows. First, we found out that distinguishing colors on a ta ngerine package has an effect on the consumers' reco gnition. Second, by reviewing high preference, we hav e come to learn that the differentiated expression of tangerine package designs can trigger consumers' inte rests in a short period of time. Therefore, we conclud ed that differentiated expressions in colors and shape s on a package design can better attract attentions tha n other design components and have an impact on sha ping an effective brand image. Further studies on colo rs and shapes will be needed to more effectively stren gthen images represented in the package designs of J eju tangerine.