한국의 성냥갑 디자인이 내재한 근대적 감각

Abstract

The purpose of this study is to consider packaging design as a daily lifestyle. This is significant in that it provides a starting point for reading the inherent value of packaging design as a cultural medium, away from the perspective of marketing tools, which has deepened in the field of Korean design research. The concept of “packaging design as a marketing tool” originated from the “artization strategy of products to boost exports” promoted at the national level in the 1970s. The Korea Packaging Design Center, a power plant for national design strategies at the time, defined packaging design as an art tool to make factory-produced products look like the best products and implemented related policies and systems. This view of packaging design germinated at the institutional level in the 1970s had a great influence on the industry and academia since then. In particular, academic research and education on packaging design have been based on the definition of packaging from the West, which is ‘packaging is a silent salesperson’. Therefore, from the 1970s to the present, packaging design is still recognized as an absolute graphic tool that generates exchange value in the market. However, this study traces the function that packaging design has performed from a cultural research perspective and illuminates the characteristics of packaging design as a cultural medium that converges and diverges certain lifestyles. The Korean matchbox, the main research subject, is a design text that drove this research purpose, and the research method was based on literature research with qualitative research characteristics. By analyzing matchboxes distributed in Korea from the opening of ports to the 1930s at a synchronic and microscopic level, the value inherent in packaging design, which mediates the sense of daily life, is converted into text with the meaning of recording.