패키지디자인 범주화에 따른 평가모형 개발에 관한 연구

Abstract

The present study aimed to assess product package design. In previous studies, the investigator had elicited components and dimensions for assessment in the process of developing scales for package design assessment. As a follow-up, this study categorized the components of package design and derived factors for assessment. In short, the following are the points of the assessment factors for package design:Firstly, three categories–brand, visual and form–were set based on in-depth interviews with experts regarding assessment factors for package design. Secondly, 4 categories determined by an exploratory factor analysis were brand, visual, form and copy. The package design components under the first factor included corporate symbols, brand symbols, brand names, brand logo types and brand emphases, all of which were named the brand factor, while the second factor was composed of characters, photos, illustration, emblems, colors, patterns and layouts, all of which were named the visual factor. The third factor involved structures, materials for product containers or packaging, shapes and sizes, all of which were named the form factor, whereas the fourth factor for the package design consisted of catch phrases, headline copies, brand slogans and product identification name, all of which were named the copy factor. Thirdly, as part of a post hoc validation, the assessment factors were verified with in-depth interviews with experts, which resulted in 4 factors such as brand, visual, form and copy consistent with the exploratory factor analysis. In sum, the present study developed an assessment scale model for package design based on 4 assessment factors derived from the current study and 24 assessment components as well as 6 dimensions elicited from previous studies.