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유기농 베이비화장품 브랜드차별화를 위한 패키지디자인에 관한 연구

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Author(s)
박현순
Issued Date
2018
Abstract
In a rapidly changing market situation, differentiated packaging design that suits consumers' lifestyle is needed more. Therefore, it is necessary to improve brand image through persuasive communication with consumers through an effective tool called package design. Organic baby cosmetics are no different, as the establishment of a brand image has a huge impact on consumers' purchasing consciousness or behavior at the point of purchase in that the image of the product is linked to sales and strongly recognized by consumers.
It is only a serious low birth age, and the baby cosmetics market is skyrocketing every year, and sales of expensive organic baby cosmetics brands are also increasing. This is due to the growing interest in organic baby cosmetics market due to the growing number of infants and infants suffering from environmental factors such as atopic skin disease, and consumer psychology wanting to use products that are safe and pure for my children.
In line with this trend, it is necessary to develop a premium organic baby cosmetics package considering the tastes of parents who are the main buyers.
Package design is the core value of products that deliver the physical and functional value of products to consumers. This is an important long-term role in raising awareness of the brand.
The survey collected opinions from consumers to analyze package design for brand differentiation of organic baby cosmetics, and was designed to identify the level of consumers' awareness of the brands of organic baby cosmetics and their impact on brand recognition.
Based on the analysis results, the company hopes to analyze how organic baby cosmetics brands and package designs are being delivered to consumers to find effective design methods that can approach purchasing needs and package design to differentiate brands.
The survey targets parents of children aged 0 to 6, and in order to achieve their research goals, the survey was conducted on 5 demographic questions, 5 questions on the use of organic baby cosmetics and 10 questions on organic baby cosmetics design.
Among the products to be surveyed, the company selected eight best-selling domestic baby products from Korea, and 4 percent of the total raw materials of organic cosmetics based on domestic organic cosmetics products
The survey was conducted for a total of eight days from October 31, 2018 to November 7, and a total of 230 questionnaires were distributed. Analysis of 200 effective questionnaires collected showed that organic baby cosmetics were used and package design were recognized and examined for improvement in package design for brand differentiation of organic baby cosmetics.
In order for organic baby cosmetics package to give positive images to consumers, it is necessary to express the unique elements of the design and express them creatively.
While it is easy to see brands that emphasize images of infants with logo type, organic baby cosmetics have many logo types that express pure and simple images. To emphasize the characteristics and individuality of organic baby cosmetics, logos types need to develop designs that can enhance visibility and readability through font size changes, spacing, and visual differences, and emphasize clean images that are environmentally friendly and interesting.
The image development of package design also needs to emphasize the characteristics of cosmetics for infants and infants rather than uniform design development, but also unique design development that can create interest among parents, the main buyers. As it is an expensive product, the luxury and sophisticated package design is the most important measure to differentiate organic baby cosmetics from the brand.
급변하는 시장의 상황에서 소비자 라이프 스타일에 맞는 차별화된 패키지디자인이 더욱 필요한 실정이다. 따라서 패키지디자인이라는 효과적인 도구를 통해서 소비자와 설득력 있는 의사소통을 통해 브랜드이미지를 향상시켜야 한다. 유기농 베이비화장품 역시 이와 다르지 않는데, 제품이 가지고 있는 이미지는 판매와 연결되고, 소비자에게 강하게 각인된다는 측면에서 브랜드이미지의 확립은 소비자의 구매의식이나 구매시점에서의 행동에 커다란 영향을 미치기 때문이다.
심각한 저 출산시대임에도 불과하고 베이비화장품 시장은 매년 급증하고 있으며, 고가 유기농 베이비화장품 브랜드 제품들의 매출 또한 증가하고 있다. 이는 환경적인 요인인 아토피 피부질환을 격고 있는 영·유아들이 늘고 있으며, 내 자녀에게 안전하고 순수한 제품을 사용하고자 하는 소비자 심리로 인해 유기농 베이비화장품의 시장으로 관심도가 높아졌기 때문이다.
이러한 시대적 흐름에 맞게 주요 구매층인 부모님들의 취향을 고려하여 프리미엄 유기농 베이비화장품 패키지디자인을 개발이 필요하다.
패키지디자인은 제품이 가지는 물리적이고 기능적인 가치를 소비자에게 전달하는 상품의 핵심 가치라고 할 수 있다. 이는 장기적으로 브랜드에 대한 인지도를 높이는 데 없어서는 안 되는 중요한 역할이다.
설문조사는 유기농 베이비화장품의 브랜드차별화를 위한 패키지디자인에 관한 분석을 위하여 소비자의 의견을 수렴하고, 유기농 베이비화장품에 대한 소비자의 브랜드에 대한 인지 정도와 패키지디자인이 브랜드 인지도에 끼치는 영향에 대해 파악을 목적으로 하였다.
분석한 결과를 바탕으로 유기농 베이비화장품 브랜드와 패키지디자인이 소비자들에게 어떻게 전달되고 있는지를 분석하여 구매 욕구에 근접할 수 있는 효과적인 디자인방법과 브랜드 차별화를 위한 패키지디자인의 방법을 모색하고자 한다.
설문의 조사 대상은 0∼6세의 자녀를 둔 부모를 주요 대상자로 선정하였고, 연구 목표를 달성하기 위하여 설문 내용은 인구통계학적 5문항, 유기농 베이비화장품 이용현황 5문항, 유기농 베이비화장품 디자인에 관한 10문항으로 진행하였다.
조사대상 제품으로는 국내 판매되고 있는 제품 중 육아정보 사이트 베베템의 랭킹 상위권에 위치한 베이비로션들을 선정하였고, 유기농 화장품 인증로고의 기준 중 원료 99% 이상인 천연 혹은 천연유래원료를 사용하여 만든 유기농 베이비로션을 중심으로 국내브랜드 4개, 해외브랜드 4개, 총 8개(몽디에스(한국), 호호에미(한국), 보타니컬테라피(한국), 셀라베이비(한국)로하스베베(호주), 쁘리마쥬(프랑스), 센티폴리아(프랑스), 로고나 베이비(독일) 의 제품을 선정하여 비교 분석하였다.
조사 기간으로는 2018년 10월 31일부터 11월 7일까지 총 8일간 실시하였으며, 총 230부 설문지를 배포하였다. 회수된 설문지중 유효 설문지 200부의 분석결과 를 통해 유기농 베이비화장품의 사용실태 및 패키지디자인에 관한 인식을 파악하고, 유기농 베이비화장품의 브랜드차별화를 위한 패키지디자인의 개선 방향성을 검토하였다..
유기농 베이비화장품 패키지디자인이 소비자에게 긍정적인 이미지를 심어주기 위해서는 디자인의 조형적 요소를 제품의 개성을 담아 독창적이고 창조적인 표현을 해야 한다.
일반 베이비화장품의 브랜드는 로고타입에 유아의 이미지를 강조한 브랜드들을 쉽게 볼 수 있는데 반해 유기농베이비화장품은 순수하고 간결한 이미지를 표현한 브랜드 로고타입이 많았다. 유기농 베이비화장품의 특징 및 개성을 강조하기 위하여 로고타입은 서체 크기변화와 자간과 시각적 차이를 통하여 주목성과 가독성을 높이고 친환경 적인 깨끗한 이미지를 강조하여 친근함과 흥미를 줄 수 있는 디자인 개발이 필요하다.
패키지디자인의 이미지 개발 또한 획일적인 디자인개발이 아닌 영·유아 화장품의 특징을 강조하되 주요 구매층인 부모님들의 흥미를 유발할 수 있는 개성있는 디자인 개발이 필요하다. 고가의 제품인 만큼 고급스럽고 세련된 패키지디자인이야 말로 유기농 베이비화장품의 브랜드 차별화를 줄 수 있는 가장 중요한 척도 이다.
Alternative Title
A Study on the Package design to differentiate the brand of organic baby cosmetics
Alternative Author(s)
Paek Hyun-Soon
Department
디자인대학원 브랜드패키지디자인학전공
Advisor
김남훈
Awarded Date
2019. 2
Table Of Contents
제 1 장 서론 ······································································ 1
1.1 연구배경 및 목적 ························································· 1
1.2 연구방법 및 범위 ························································· 3

제 2 장 이론적 배경 ·························································· 5
2.1 브랜드 및 패키지디자인 개요 ········································· 5
2.1.1 브랜드의 개념 ·························································· 5
2.1.2 브랜드의 기능 및 역할 ··············································· 7
2.1.3 패키지디자인의 정의 ················································ 10
2.1.4 패키지 디자인의 기능과 역할 ······································ 12
2.1.5 패키지 디자인의 시각적 표현 요소 ································ 15
2.2 유기농 베이비화장품의 이해 ········································· 19
2.2.1 유기농 베이비화장품의 개념 및 특성 ····························· 19
2.2.2 베이비 화장품의 분류 ··············································· 21
2.2.3 유기농 베이비화장품의 시장 동향 및 전망 ······················· 23


제 3 장 유기농 베이비화장품 패키지디자인의 시각요소 분석 ···· 28
3.1 국내·외 유기농 베이비화장품 현황 ·································28
3.1.1 국내 유기농 베이비화장품 현황 ·····································29
3.1.2 해외 유기농 베이비화장품 현황 ·····································34


3.2 유기농 베이비화장품 패키지디자인 분석 ························ 39
3.2.1 로고타입(Logo Type) ·············································· 39
3.2.2 컬러(Color) ··························································· 42
3.3.3 일러스트레이션(illustration) ······································· 45
3.3.4 레이아웃(layout) ···················································· 46
3.3.5 1차 분석 결론 종합 ················································ 48


제 4 장 소비자 설문조사 ·················································· 49
4.1 소비자 설문조사 및 분석 ············································· 50
4.1.1 설문조사 개요 ························································ 50
4.1.2 조사방법과 내용 ······················································ 50
4.1.3 조사결과 및 분석 ···················································· 51
4.1.4 분석 결과 ····························································· 63
4.2 문제점 및 개선방안 ····················································· 64


제 5 장 결론 ····································································· 66
5.1 결론 ···································································· 66


【참고문헌】······································································· 68

부록【설문지】
Degree
Master
Publisher
조선대학교 디자인대학원
Citation
박현순. (2018). 유기농 베이비화장품 브랜드차별화를 위한 패키지디자인에 관한 연구
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1850
http://chosun.dcollection.net/common/orgView/200000267241
Appears in Collections:
Art, Design & Physical Education > Theses(Master)(디자인대학원)
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