감성사회에서 농산물 브랜드 가치 증대를 위한 디자인전략 고찰 - 과실류 패키지 중심으로 -

Abstract

As the customer-centered age has come, various channel of distribution is formed, and agricultural products market is opened, the necessity of various marketing and product differentiation is emphasized. Also the competitiveness is getting worse owing to the open of agricultural products market by WTO and FTA, and customer wants to buy small amount of high-quality agricultural, so it is difficult to expect continuous development with present production and distribution system. Because of this social change, customer prefers even the products that need sensitive stimulus satisfying customer's desire. However, in spite of this social change, fruits package design is in vulnerable situation for the differentiation from other brands and competitiveness. Specially package design which induces a customer to buy directly. In spite of its important marketing characteristics, is not well expressed in applying brand, so it requires the solution for this. Accordingly the study presents introduction of the theory of sensitivity and plan of applying by dividing domestic and foreign agricultural products package design into 4 elements of visual expression. The sensitive reaction that customer recognizes a brand was accomplished with the survey, and SPSS win 12.0 statistical program was used for the sample analysis. As summarized the inspection, first, by making a customer understand the sensitivity and brand awareness clearly by raising the exposure frequency in expressing symbol mark, and it will have an effect on increasing the brand value of fruits brand to a customer. Second, graphic element composed of sensitive expression doesn't express characteristics of fruits descriptively, but it treats the individuality of brand with graphic to express the high class. Third, positive attitude and recognitive ability for a brand are increased and then the brand value is improved by giving trust and reliability of product safety to customer with packing structure. Fourth, the recognition of a brand through color is allowed as objective stimulus, increases the legibility. So sense-sensitivity and recognitive experience are related closely each other, the expression of package design is worked as the antecedents of sensitivity and brand value. Furthermore brand sensitivity and value have influence on brand attitude, so communicational interrelation is formed. Finally, this study once again demonstrates that fruits package design, which stimulates customer's sensitivity and delivers the information, has an effect on improving brand value as after receipt of Order through customer's brand attitude reaction and correlation.