| abstract |
| In recent years, the increase in the number of single-person households has favored easy eating in the home. In particular, it is becoming more and more common for kimchi to be made at home, and thus the number of cases of purchasing packaged kimchi is increasing. Therefore, it is necessary to try to apply the Kimchi products to the package design by focusing on the visual expression factors. Therefore, this study aims to present the expression strategy by questioning the consumers' preferences about the expressive elements in Kimchi package design in Korea and empirically analyzing them.
Methods We surveyed the preference of kimchi brand package design for 400 consumers over 20 generations in Seoul Gyeonggi area and analyzed the preference difference of package design expression factors by manufacturer.
Result As a result of analyzing the preference of Kimchi package design by seven expression factors, it was found that brand name, brand logo, layout, and infographic were preferred by using pictures and letters. Pulmuone's preference was high in the slogan of illustration, corporate and consumer stance.
Conclusion It is meaningful to establish the expression strategy to grasp the consumer 's preference about the package design of Kimchi product. The questionnaire for the existing product does not reflect the characteristics of the seven expression strategies, so it is necessary to study in depth expression elements. |
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| Key Words |
| 김치, 패키지디자인, 선호도, Kimchi, Package design, Preference |
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