Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Case Study on the Packaging Design to Maintain Food Freshness of E-Commerce -Focused on Domestic and International Cases-

이커머스의 신선식품 배송을 위한 패키지 디자인 사례연구 -국내외 사례를 중심으로-

  • Jang, Ji-woo (Dept. of Digital Media Design, International Design School for Advanced Studies, HongIk University) ;
  • Kim, Seung-in (Dept. of Digital Media Design, International Design School for Advanced Studies, HongIk University)
  • 장지우 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인)
  • Received : 2019.05.21
  • Accepted : 2019.07.20
  • Published : 2019.07.28
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Abstract

This study is aimed at giving directions for the development of fresh food delivery packaging design in the domestic e-commerce market. First literature study of food consumption trend, cold chain system and zero waste campaign related to e-commerce food market. Second, packaging designs of e-commerce fresh food in domestic and foreign were analyzed and also the prospective studies were checked to find out the future direction of packaging designs. Studies show that the packaging design of delivery for fresh food should not only be kept freshness, also consider the usefulness, convenience and environmental protection from various angles.

본 연구는 국내 이커머스 시장의 신선식품 배송 패키지 디자인이 발전해야 할 방향성을 제시하는 데 그 목적이 있다. 1차로 문헌연구를 통해 이커머스 식료품과 관련된 소비 트렌드, 콜드체인 시스템, 제로 웨이스트 캠페인에 관하여 이론을 정리하였다. 그리고 국내외 신선식품 배송 패키지에 대해 분석하여 현황을 파악하고 관련 선행연구를 통해 앞으로의 방향성에 대해 알아보았다. 연구 결과, 신선식품을 위한 배송 패키지 디자인은 신선도 유지뿐만 아니라 포장재의 유용성, 편리성과 환경보호 측면을 다각도로 고려하여야 한다. 이커머스 기업은 상품과 함께 패키지를 통해 '신선함'이라는 경험을 전달할 때, 소비자는 오프라인보다 높은 구매율과 충성도를 보여줄 것으로 기대한다.

Keywords

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Fig. 1. Zero Waste Grocery Store in Korea

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Fig. 2. Delivery Packaging of Rocket Fresh

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Fig. 3. Delivery Packaging of Market Kurly

OHHGBW_2019_v10n7_115_f0004.png 이미지

Fig. 4. Delivery Packaging of E-mart

OHHGBW_2019_v10n7_115_f0005.png 이미지

Fig. 5. Delivery Packaging of Amazon Fresh

OHHGBW_2019_v10n7_115_f0006.png 이미지

Fig. 6. The Green Box of Hello Nature

OHHGBW_2019_v10n7_115_f0007.png 이미지

Fig. 7. Wool cool of PJ Polymer Korea

OHHGBW_2019_v10n7_115_f0008.png 이미지

Fig. 8. Tapeless Box of CJ

Table 1. Reasons for not buying groceries online[1]

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Table 2. Cold Chain System of domestic

OHHGBW_2019_v10n7_115_t0002.png 이미지

Table 3. Grocery Delivery Service of Domestic E-Commerce

OHHGBW_2019_v10n7_115_t0003.png 이미지

Table 4. Grocery Delivery Packaging

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Table 5. Guideline for Grocery Delivery Packaging Design

OHHGBW_2019_v10n7_115_t0005.png 이미지

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