패키지 디자인 유형의 시각적 구성요소와 소비자 반응 - 탈모방지 샴푸를 중심으로 -

Abstract

Background Recently, the hair loss population reached 10 million people, the demand for related products for scalp and hair care is increasing rapidly. It is necessary to prepare a differentiation plan to promote the development and sale of new shampoo package design in the domestic hair loss prevention shampoo market. Therefore, the purpose of this study is to categorize and analyze the current hair loss prevention shampoo package design in Korea and to suggest future design direction and to help product development. Methods We analyzed five product cases by considering the visual components of package design as well as understanding package design through domestic and foreign literature and previous studies. After grasping the trend of package design, we conducted a consumer survey on consumers' use of anti-hair loss shampoo and their perception of package design. Result As a result of analyzing the consumer preferences through the six visual components of the anti-hair loss shampoo package design, the brand logo using letters, the product name using letters and pictures, and the modern colors with low brightness were used to express the product characteristics with pictures. Ryeo's products were highly preferred, and Dr. For Hair with a neat layout of left alignment, and TS with proper use of Gothic and Myeongjo showed high preference in typography elements. Conclusion Understanding consumers' preferences for anti-hair loss shampoo package design is meaningful in establishing a strategy for using visual components. Package design has become a major means of shaping the brand image as a brand strategy beyond protecting products. It is important to understand the needs of consumers and to establish effective strategies to communicate with consumers through brand identity to lead consumers to purchase products.