‘흥미로운 패턴’ 패키지디자인이 소비자 의사결정에 미치는 영향- AI를 활용한 에너지드링크 디자인을 중심으로 -

초록

Over recent years, the rapid development of AI technology has led to its exploration and application across a widening range of industries, including design. Traditional design methods, which require rendering graphics through sketches, have been criticized for their inefficiency and high cost. This study aims to examine the method and advantages of package design using AI tools, verifying their feasibility and effectiveness through real case analysis and evaluation. The scope of the research encompasses the top six brands from the "Most Valuable Energy Drink Brands of 2020" announced by Brand T4. The research method involves theoretical scrutiny, empirical case analysis, and the proposal of efficient design solutions based on SWOT analysis. This study utilizes AI design tool for auxiliary design and re-designs the packaging of energy drinks with the keyword "interesting pattern". The concept of interest, a psychological factor that attracts consumer attention and curiosity. The research outcome demonstrates the re-design of packaging using the keyword "interesting pattern" resulted in stronger consumer purchase intent compared to the original packaging. Through this design process, in terms of future academic value, this study provides insights into the potential of AI in the process of innovative package design. This has important practical value for the design industry, especially for fields that require large amounts of design output.

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