과일주 패키지디자인의 일러스트레이션이 소비자 구매의향에 미치는 영향- ‘홍동’ 브랜드 패키지 리뉴얼 디자인을 중심으로 -

초록

The growing demand for low-calorie drinks from younger consumers has led to an expanding and highly competitive fruit juice market. Illustrations are a component of package design, and many brands use them to enhance their design and shape their brand image. Hongdong fruit liquor has a weak brand, low market competitiveness, and no differentiated package design. Therefore, this study aims to explore the development direction of effective fruit liquor package design by utilizing illustrations in package design for this product, and to verify the importance and commercial value of illustrations in package design. The research method was to identify the competitive advantages and characteristics of package design using illustrations through expert FGI, and to analyze the current status and characteristics of Hongdong products through SWOT analysis. Based on this, 16 sketches for the renewal were presented, and two of them were selected to develop the design and survey consumers' preferences. We collected and analyzed consumers' reactions to the existing package and the renewed package. The results showed that the renewed package design was preferred and the purchase intention was higher. It was also confirmed that the color, style, and culture of the renewed design met the aesthetic needs of young consumers. The study confirmed the potential of illustrations in the package design process of fruit liquor renewal, and the findings can provide practical guidance for package design strategies and brand image building in the fruit liquor industry.

키워드