쇼핑백디자인의 광고에칭(Etching)효과와 사회적 역할에 관한 연구

Abstract

As economy is developed, consumers require more sophisticated designs. Thus, shopping bags are emerged as another advertisement media so as to provide safety and convenience as well as meet consumers’ aesthetic desires. The shopping bags which are considered as a bag for material is being changed to one method for brand communication advertisement, and the ways to express also become various. Consistent brand strategy of advertisement messages is very important, and companies need to develop more attractive shopping bag designs because shopping bags are the friendliest media to consumers. This study will review, based upon shopping bag design cases, the purpose of this study is to present the social roles about environment-friendliness, natural resources saving, waste and how to deal with those issues through efficient shopping bag designs. Through the result of multi-attribute comparison and analysis about survey questionnaire and design proved cases, first, we found that consumers put importance on the consistency of shopping designs and product images, and such products with womanly and luxurious image tend to stimulate the same image to consumers when they remind the shopping bag of same brand. Second, the visual characteristics of shopping bags shows that functional types and designs of environment-friendly material directly related to green trend considering environment and natural resources saving are preferred. Based upon the result above, companies need to arouse people’s attention to environmental issues for developing shopping bags to maximize the efficient advertisement etching effects and make efforts to develop the efficient type of designs considering environmental, functional, and brand images. This study tried to re-establish the concept about shopping bag designs as an advertisement etching effects and survey the social roles for environment. This study has some limitation that the research objects and ranges only cover such fashion brands for 20~30 years old young generation of department stores and quantitative and systematic data are lacked. I hope this study contributes to and is used for new concepts of creative shopping designs and visual languages in brand communication having value as a social and environmental communication.