브랜드 포지셔닝 관점에서 본 한․일 캔커피 패키지디자인 비교 분석

Abstract

A comparative analysis on the can coffee package design between Korea and Japan, in view of on the Brand positioning

Kim Na Eun Advisor : Prof. Kim Nam-Hoon Major in Package Design, Graduate School of Design Chosun University

With highly advanced industrialization and rapid economic growth in the 21st century, a great number of brands and various products have been created, which provides broader ranges of choice for customers and in selecting products, they tend to select those which can satisfy their own personalities and tastes. Brands have values as brands through being recognized by customers when products trade in markets.

Package design plays a significant role in helping customers to recognize the value of brand on the product. Therefore, it needs effectiveness that the value and image of a brand can be effectively delivered to customers easily and definitely while it meets emotional and aesthetic elements. That is, brand and package design has correlations and when brands can be differentiated by package designs, sales of products can increase and the brands can be competitive.

As global markets are currently expanding, package design needs strategies to identify advantages and supplement disadvantages rather than it is not confined internally. In particular, Japan is advancing toward world best and we need to understand and accept characteristics of distinctive designs developed by Korea and Japan.

This study investigates package designs for canned coffee developed by both countries through a comparative analysis on canned coffee package designs in a viewpoint of brand positioning and identifies similarity and differences between design elements from both countries. Based on the results, it aims to present directions on which package design of Korean products can grow according to cultural characteristics at global markets and fundamental theories for package design of future canned coffee