Health & Beauty Stores 시장 변화에 따른 색조화장품 패키지디자인의 시각적 표현기법 연구 - 립(Lip) 패키지디자인 중심으로 -

Abstract

Background With the highlight of influencers’ activities emphasizing the bidirectional communication of SNS for 1425 generation, the fandom groups are rapidly formed. This means that the pattern of consumption structure in which consumers directly participate is gradually increasing instead of the general selling form led by companies. Changing from the rational consumption era emphasizing the rationality to the emotional consumption era through communication and experience, consumers aim to find the newness by giving meanings to their own lives. In this social change, companies actively utilize the packages as a marketing strategy for the closest contact point to consumers, so that the importance of color makeup package design is gradually emphasized. Thus, this study, first, understands the movements of color makeup cosmetics in H&B stores that are recently showing the remarkably-fast growth rate. Second, after setting up a hypothesis in which the visual expression technique strategy of differentiated color makeup cosmetics package design would have effects on the purchase pattern and preference of 1425 generation, this study aims to suggest the design guidelines. Methods First, this study sets up the research scope as lip package design with the highest frequency of use in H&B stores, and then analyzes the movements of color makeup cosmetics market and package design. Second, this study produces the experimental stimulants combined with the differentiated visual expression technique by drawing the problems of color makeup cosmetics package design. Third, in order to understand differences in purchase behavior and preference, this study conducts a survey targeting total 175 women in 14-25 with experiences in purchasing color makeup cosmetics in H&B stores of Seoul and Gyeonggi region. Fourth, after going through data coding, the statistical data-processing is performed with the use of SPSS ver 21.0. This study conducts the quantitative analysis such as frequency analysis on the purchase pattern of lip products and lip product package design, and independent sample t-test to analyze the preference of package design in the emotional aspect. Results In the results of verifying the hypotheses by conducting the empirical analysis with three types of empirical stimulants, they usually purchased lip products in accordance with change of feelings, and also showed the above average preference of package design combined with differentiated visual expression technique. Especially, the color and graphics of the visual elements of lip package design were the most importantly perceived, which was followed by container and package shape. Conclusions The results of this study verified that the differentiated visual expression technique strategy in H&B stores would be a very important part for purchase behavior and preference. There should be more researches on package design understanding the sensitivity in which the 1425 generation that would lead the future color makeup market could give meanings to their own lives by communicating with surrounding stimulants(SNS, influence). In the future, there should be continuous researches on package design in each category of color makeup cosmetics in H&B stores based on this study.