제품 형태의 시각이미지 감성 연구 - 용기 형태에 의한 감성 평가를 중심으로 -

Abstract

When the customers purchase the container by necessity, they search for the special container which can express their individuality and emotion among other goods of package design. This research focused to find the association between the shapes of product and the emotion in the factors of mental process which stimulates the consumer’s emotion and consume the goods. And the purpose of this research was to suggest to apply the emotion factors derived from the evaluation method on the basis of emotion to the visual modeling concept in case of the strategy establishment of emotion design of the container. The objects of investigation are the goods group of mineral water, perfume and liquor and these are divided by the visual shape classification. After that, we analyzed the correlation between the visual image for the shapes of container and the goods group, and between the target and the emotion. This research method was to focus on the visual emotion which the subject feels toward the objects varied by the visual shape of container and evaluate the change of emotion by the shapes. In addition to this, using the semantic differential scale, the method of emotion evaluation, we measured the emotion evaluation of container shapes. From this research, we derived the conclusion that the visual shape classification of container is applied differently by the goods group and the target through the emotion factors and characteristics appeared in the container shapes.