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FCB Grid 모형에 따른 패키지디자인의 제품유형 분석
한승문 한국브랜드디자인학회 2011 브랜드디자인학연구 Vol.9 No.2
본 연구는 연구자의 최종적인 목표라고 할 수 있는 패키지디자인 평가척도의 실증적 검증을 하기 위한 예비연구로 진행되었다. 이를 위하여 시장에서 출시되고 있는 다양한 제품 중에서 소비자들이 어떠한 제품의 패키지디자인을 중요하게 생각하는 가에 대하여 대학생을 대상으로 48개의 제품 패키지디자인에 대해서 Likert형 5점 척도문항으로 측정, 관여도를 조사 분석하였다. 그 결과, 1순위로 향수제품의 패키지디자인을 가장 중요하게 여기는 것으로 나타났으며, 48순위의 고혈압․심장약 제품의 패키지디자인이 가장 중요하지 않게 평가되는 것으로 나타났다. 이러한 결과를 토대로 마케팅 이론 중 FCB Grid 모형에 근거하여 본 조사에서는 14개 제품을 선택하여 Likert형 7점 척도문항으로 측정, 분석하였다. 분석내용을 종합하면, 고관여 이성제품에 해당하는 제품은 비타민, 미백치약, 로션 화장품, 아기분유, 기능성우유 등의 제품으로 나타났으며, 고관여 감성제품은 디지털카메라, 휴대폰, MP3, 향수 등으로 나타났다. 저관여 이성제품은 오렌지주스 제품으로 나타났고, 저관여 감성제품은 캔커피, 헤어젤, 일반우유, 일반치약 등의 제품으로 나타났다. 이러한 제품유형 분석 결과는 앞으로 패키지디자인을 제작할 때 제품이 어떠한 유형으로 디자인 되어져야 하는가에 대한 방향을 제공할 수 있을 것으로 기대한다. The ultimate goal of this study was for a preliminary study which the researcher aimed at empirical validation of package design’s rating scale. To complete this research there were a likert-type survey targeted to college students about the package designs of the 48 products to see what they think is the most importance of the package designs regarding to its products. According to results of the surveys, while the students thought that the package design for perfume is most important, the package design for heart medicine and high-blood pressure is least important among the package designs. Based on these results, applying marketing theory model of the FCB grid, 14 products were measured and analyzed by the 14-inch and 7-point Likert scale surveys. To put together analyzed contents, functional products with high involvement were vitamins, whitening toothpaste, lotions, cosmetics, baby formula and other milk products, and emotional products with high involvement were digital cameras, cell phones, mp3 players and perfumes. Also, functional products with low involvement were orange juice, and emotional products with low involvement were canned coffee, hair gel, milk, and toothpaste and other general products. The research on these types of products and their package designs will provide guidance to how the package should be designed in the future.
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한승문 남서울대학교 2004 남서울대학교 논문집 Vol.10 No.-
The purpose of this study is to investigate what is regarded to be valuable in the package design to the costumers in terms of the measurement of effect by the composition factor of package design. A measure for composition factor was explored through the survey on the questions by distinction of adjective meaning. It was inquired to the costumers what point is considered as the most important for the package design. Since the purpose of package design is to make the costumers interested in purchasing specific goods, it is the most important to provide some chance or motive with the costumers to approach to the goods. It has been suggested at the previous studies that the function or the role of the package design should be the same as the above. Although it is the basic part, this opinion has been accepted without any demonstration whether it is right theory or what is the top priority for design. Under such a background, this paper is researched with the interest in the whole issue itswhich could evaluate the package design. And it's main idea is on the fact that the most essential and basic previous study is to be supported in advance. With this concept, it is revealed what is the most crucial factor to the customers by the study on the development of measurement about the composition factors for package design. This is the first preceding study for the further research, which suggests a objective and scientific method analyzing the package design to be out of the personal subjective view.
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MBTI 선호지표를 활용한 패키지디자인 인식도 및 구매도 분석
한승문 사단법인 한국브랜드디자인학회 2018 브랜드디자인학연구 Vol.16 No.1
본 연구는 MBTI 선호지표에 따라 대표적 어휘로 구성된 설문을 바탕으로 소비자의 인식도와 구매도를 분석하였다. 연구대상 제품으로는 스파클링 음료 ‘캬(kya)’ 6가지 디자인 시안을 대상으로 패키지디자인 평가를 실시하였다. 연구결과 첫째로, 패키지디자인 시안 Ⓐ부터 시안 Ⓕ에 대한 소비자의 디자인 인식과 장·단점을 분석하여 마케팅, 브랜딩 관점에서 방향을 제시하였다. 둘째로, 구매도가 가장 높은 디자인에 대한 빈도분석을 실시한 결과, Ⓓ안이 가장 높게 나타났다. 셋째로, 구매도 빈도분석 결과에 가중치를 부여한 결과, 구매도가 가장 높은 디자인은 앞의 결과와 상이하게 Ⓐ안으로 나타났다. 따라서 빈도분석 결과와 가중치를 부여한 통계량과의 결과가 일치하는 가에 대한 연구문제 검증결과는 일치하지 않음으로 나타났다. 이러한 이유는 가중치를 부여할 경우, 구매도 1위의 Ⓓ안 보다는 2위, 3위, 4위 등에서 빈도수를 더 많이 확보하고 있는 Ⓐ안의 통계가 더 높게 나타나기 때문이다. 그러므로 구매도를 분석할 때에는 가장 높은 통계량의 수치를 나타내는 디자인도 중요하지만, 그 아래 순위에 위치하고 있는 디자인의 통계량을 잘 살펴 차이점을 확인하는 것이 매우 중요하다고 본다. 앞으로 이와 같은 결과를 바탕으로 문제점을 찾아 패키지디자인을 개발해 나간다면, 소비자의 구매의도에 더욱 부합됨으로서 시장에 성공적인 진입이 가능할 것으로 기대한다. The purpose of this study is to attest consumer preference and evaluations of package design by their MBTI based on survey with representative vocabularies. Research study was based on past consumer surveys on the products currently on sale, which were selected subjectively by the market managers. The 'sparkling water 'kya’ was used as a study object, as a study object, evaluated its 6 different design proposals with correlation and conformity of standard package design measurement from previous research. As a result, package it did not have definite distinction with its own brand's aesthetic impression or its reliability, but there were definite distinction with its attractiveness in case of proposal C, also with its uniqueness in proposal A. Color did not make any contrasts in all the package proposals with its uniqueness, but for its aesthetic impression, color seemed to make some distinction in the C proposal, attractive ness in the proposal A, and the reliability in the proposal C. Combining the brand and the color categories together, the proposal D was the most applicable design to be launched with its highest result in all components: aesthetic impression, attractiveness, reliability, and uniqueness in accordance. This corresponds to what the market managers previously selected themselves. Hence, it was found out that the standard measurement and diagnostic evaluation of package design is reliable, scientific evaluation tool. Therefore, this study can be used as standard measurement that analyzes how the market managers and the consumers view the products; also as standard diagnosis which indicates problems in designs.
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한승문 한국패키지디자인학회 2003 상품문화디자인학연구 Vol.14 No.-
The purpose of this study is to investigate what is regarded to be valuable in the package design to the costumers in terms of the measurement of effect by the composition factor of package design. A measure for composition factor was explored through the survey on the questions by distinction of adjective meaning. It was inquired to the costumers what point is considered as the most important for the package design. Since the purpose of package design is to make the costumers interested in purchasing specific goods, it is the most important to provide some chance or motive with the costumers to approach to the goods. It has been suggested at the previous studies that the function or the role of the package design should be the same as the above. Although it is the basic part, this opinion has been accepted without any demonstration whether it is right theory or what is the top priority for design. Under such a background, this paper is researched with the interest in the whole issue itswhich could evaluate the package design. And it's main idea is on the fact that the most essential and basic previous study is to be supported in advance. With this concept, it is revealed what is the most crucial factor to the customers by the study on the development of measurement about the composition factors for package design. This is the first preceding study for the further research, which suggests a objective and scientific method analyzing the package design to be out of the personal subjective view.
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한승문 한국브랜드디자인학회 2012 브랜드디자인학연구 Vol.10 No.1
본 연구는 궁극적으로 상품의 패키지디자인을 평가함에 목표를 둔다. 따라서 연구자의 선행연구를 통하여 패키지디자인 평가척도 개발에 따른 평가요소 및 평가차원을 도출한 바 있으며, 이번에는 그 후속연구로서 패키지디자인 요소의 범주화를 통하여 평가요인을 도출하였다. 패키지디자인 평가요인에 대한 연구결과를 정리하면 다음과 같다. 1차로 패키지디자인 평가요인에 대해서 전문가심층면접을 통해 브랜드(Brand), 비주얼(Visual), 형태(Form) 등 총 3개의 범주로 구분을 하였다. 2차로 탐색적 요인분석 결과, 브랜드, 비주얼, 형태, 카피(Copy) 등 총 4개의 범주로 구분하였다. 제1요인에 해당되는 패키지디자인 요소는 코포레이트심볼(Corporate Symbol), 브랜드심볼(Brand Symbol), 브랜드네임(Brand Name), 브랜드로고타입(Brand Logo Type) 및 브랜드엠파시스(Brand Emphases)로서 브랜드 요인으로 명명하였으며, 제2요인에 해당되는 요소에는 캐릭터, 사진, 일러스트레이션, 엠블렘(Emblem), 컬러, 문양 및 레이아웃으로서 비주얼 요인으로 명명하였다. 제3요인에 해당되는 요소는 구조, 제품용기재질 또는 포장재질, 형태, 크기로서 형태 요인으로 명명하였고, 제4요인에 해당되는 패키지디자인 요소는 캐치프레이즈, 헤드라인 카피, 브랜드슬로건 및 제품구분명으로서 카피 요인으로 명명하였다. 3차로, 사후 검증작업으로서 전문가 심층면접을 통하여 타당성 검증을 한 결과, 2차의 탐색적 요인분석 결과에서 나타난 브랜드, 비주얼, 형태, 카피 등 4개의 요인 구분과 동일하게 일치하는 결과가 나타났다. 따라서 현행연구에서 도출한 총 4개의 평가요인과 선행연구에서 도출한 24개의 평가요소 및 6개의 평가차원을 이용하여 패키지디자인 평가척도 모형을 개발하였다. 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.
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