감성 일치도 평가를 통한 화장품 용기 CMF 디자인 프로세스 검증 및 개선

Abstract

The functions of cosmetics currently on the market are improving. In response, companies are strengthening their brand competitiveness with emotional branding, often using CMF designs as a concrete tool to do so. However, when looking at the CMF design process, it is difficult to identify the detailed impact of CMF design elements on branding strategies or the success factors of the product, since the process of ensuring that the sensibilities of designers and developers match those of consumers. Therefore, the purpose of this study is to verify the CMF design process, which includes an evaluation step that identifies the sensibility of designers and developers and verifies the consumer's sensibility based on Company A's cleansing products. For the purpose of this study, the theoretical considerations on product design, emotional branding, and CMF design were first made through literature research, and case studies were conducted in accordance with the proposed CMF process. The proposed process consists of research, strategy, evaluation, and development, and this study was conducted up to the evaluation stage. In the research phase, trend research, case study, consumer demand survey, and product attributes identification were conducted, and Persona, mood board, and visualization were performed during the strategy phase. During the evaluation phase, the need for evaluation was considered through an emotional concordance survey. As a result, consumer sensitivity and designer and developer sensitivity were derived differently, and the influence of CMF design elements in the language aspect of consumer sensitivity was identified. Finally, through this study, we hope to help practitioners successfully strengthen and manage their brands.