편의점(CVS)의 포장디자인 전략에 관한 연구 = A Study on the Strategy of Package Design in CVS

다국어 초록 (Multilingual Abstract)

Recently according to the individualization and differentiation in consumers` lifestyles, there are many changes in the distribution types of products. Especially owing to the increase of women in the work force, the single population and the night active population, in the past few years the rapidly growing convenience stores are becoming fixture in our society as a popularized retailer.
Accordingly, going beyond the primary role of preserving contents and protecting quality, package design at a convenience store, on the premise of it being self-service, serve as a means of sales promotion strategy, to induce the purchase by communicating information and favorable image to the consumer. Developing package design with consideration to these special features of a convenience store must be improved by satisfying the following points:
· to produce positive corporate image by developing private brands for a differentiation strategy.
· to induce impulse buying owing to direct advertising by developing package designs which considers P.D.P. functions.
· to stimulate the consumers` desire to purchase and to revitalize the store atmosphere by package design which maximizes effects of the displays.
· to produce brand logotypes that has outstanding communicative properties and that can be long remembered.
· to develop a color strategy which suggests a product's features, can touch the consumer's sensibility, and can minimize stress to the eyes.
· to produce a systematic layout which leads to visual order of detail design elements.

목차 (Table of Contents)

• ABSTRACT = 225
• Ⅰ. 서론 = 226
• 1. 연구의 목적 = 226
• 2. 편의점(CVS)현황 및 특성 = 226
• Ⅱ. 포장디자인의 전략 = 228
• 1. 정책적 측면 = 228
• 2. 조형 요소별 측면 = 231
• Ⅲ. 결론 = 233
• 참고문헌 = 233