두발염색제 브랜드에서 나타난 시각정보전달 기능에 관한 연구 - 패키지디자인을 중심으로 -

Abstract

Today, sales of products are done with customers purchase items depending on quality, colors, or shapes of products; however, they show tendency to approach aesthetic taste which are more design-oriented and sensuous. Customers of present society gather information of product through package design and create their own image of product and the manufacturer. In such national tendency that economic growth and important of nature are more emphasized, hair dyeing is settling itself as a culture and it accelerates competitions between business companies of hair dye manufacturing and also, spontaneously imports of hair dye increasing. This research has been accomplished through analyzing package designs of top domestic manufacturers and foreign companies about package strategies for enhancing brand image of domestic hair dyes. The research was oriented to help coming up with package design strategy for domestic groups in the future. As the result, it came out that package design should be developed with clever use of visual design elements that can stimulate susceptibility of customers and also building firm brand images. Visual expression of surface design that conveys information is closely connected to brand that can stay in customers mind as firmly settled image. Furthermore, through integrated brand strategy, positive images of the corporations should be reflected on product strategy and diverse packaging methods in technical aspects. With such strategy, systemic brand image is established to form such image that can be carved strongly into customer's memories in such competitive market of hair dyes.