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Vol.34, No.0, 245 ~ 257, 2012
Title
The Plan of Character Developments for the Confectionery Product Packages
조용진 Cho Yong-jin
Abstract
Domestic confectionery industry is the huge market which shows the 2340 billion product release. Even though it belongs to the declining industries, it achieves the constant growth due to its own efforts to discover the new overseas market and fresh products catching the fast moving consumer trends. This confectionery has a prime trait of low involvement which means that consumers make the quick buying decisions upon coming across it without deep thoughts. In other words, it is extremely affected by the consumer`s spending patterns and needs to deal with the dramatic changes of updating trends of market. This study is about the plan of character developments for the confectionery product packages. It starts from analyzing the confectionery industries based on advanced researches and finds the crucial keys of the consumers buying decisions. Furthermore, it investigates the quality of characters as the important medium between the products and consumers on purpose of discovering the useful roles of character designs in terms of the confectionery product packages. This study concludes three vital elements of the character designs in this confectionery area. The first element is the simple and clear image of characters which shows the original identities of the products and delivers the special qualities of the brand. Effective and continuous communications by story-telling are important to create the sympathy with the consumers. Thus, second element is the interesting and sensitive characters which enable to produce intimate relationship between the customers and products sharing the emotion, taste, and thought. Finally, unique and creative character designs are crucial and they make people imprint its brand as new and original simply establishing the identical brand images. On the basis of such analysis, this study considers the confectionery package character development projects, particularly related with my business experiences and participations. It is expected this study motivates the follow-up researches in depth and helps constant creation of the good character designs for the confectionery product package which achieve the successful communications with consumers.
Key Words
제과업, 패키지 디자인, 캐릭터 디자인, confectionery industries, package design, character design
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