| Abstract |
| Recently, package design developments of products have been performed by brand strategy based on marketing concept in most domestic corporations. Furthermore unfortunately, design concept has been occasionally regarded as sub-concept of marketing. Actually, it`s also true that independent packaging departments of many corporations have been merged into marketing department in recent years. Brand, of course, is the prior factor to be considered in product development from the perspective of marketing aspect, and also, packaging department aspect agree that design concept needs to be directed from brand concept. However, it`s impossible to expect global brand products based on differentiated design concept which can be seen in cases of foreign corporations if design is performed by considering only strategic factors importantly for the reason that design is regarded as sub-concept of marketing when package design is developed based on product development process of domestic corporations which execute package design developments based only on brand strategies of marketing experts. It means that brand images of products are mainly determined by visual factors of package design which are treated equal to marketing factors. In the end, it can be said that package brands with global brand images should be developed by only collaborating process where design directors and marketing directors ties not as super-sub concepts but as equal positions. From this perspective, this study investigates current problems of package design process of domestic corporations and newly defines key roles of package design by comparing best foreign designs by design elements then, suggests differentiated design strategies. |
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