SNS 이미지를 반영한 감성적 패키지디자인 사례 연구- 델라페 음료를 중심으로 -

Abstract

Emotional designs are required to receive consumer choices in the highly competitive beverage market due to diversification of products. The purpose of the study is to find out the SNS image search process that can be used for product package design on Instagram, to compare and analyze the package design with the previous design, competitor's design, and to present future directions. The scope of the study was three types of "Delaffe" drinks, Instagram which are the top image-based social networking sites, and the design was developed into the final 12 types. As a research method, we conducted a literature survey on image-based SNS and the theoretical contents of emotion, and the first research was conducted based on the image retrieved from Instagram, and the final design identified the difference between the existing design and the competitor's design. According to the analysis of emotional keywords on Instagram, 56.96 percent of office workers were the target, while the time zone was off work and the scenery was the most searched. Through this analysis, four designs were developed, and among them, a package design based on gradation scenery on the way home from work was selected. A comparison survey with the previous design showed high sensitivity and differentiation, and low information delivery power. Compared to its competitors, it was higher in every aspect. As a result of the study, it was possible to develop an emotional package design when used by analyzing SNS image trends to stimulate consumers' emotions. It is expected to help develop brand package designs that require emotional images in the future.