브랜드의 장기기억 강화를 위한 패키지디자인 연구- 건강기능식품 '락토핏 골드' 리뉴얼을 중심으로 -

초록

The growing demand for dietary supplements is bringing new development opportunities, but it also brings fierce competition. Companies need to strengthen the long-term memory of their brands to maintain and expand sales. Long-term memory is a key strategy to create a lasting brand experience for consumers and stimulate their purchase behavior. In this study, we explore the use of package visual elements to help consumers form long-term brand memories, thereby increasing consumer loyalty to the brand and exploring how to effectively renew package design. Through literature research and case analysis, we identified the current trends in functional food package design and the long-term memory visual factors used. We also conducted a SWOT analysis of the existing packages. Based on this, 12 sketch designs were proposed, of which the two sketches that consumers liked the most were fully designed. Then, we compared and analyzed them to establish an effective strategy for updating the package design. As a result of the study, Option 1 scored higher than the existing package design in six aspects: memorability, association, imprinting, attention, relevance, and desire to buy. Strong colors and imaginative graphics trigger consumers' long-term memory. Second, it provides product information and a hierarchical layout, which makes it easier for consumers to understand and remember product information, and improves the stability of the brand's long-term memory.

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