Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Effect of Visual Elements of Cosmetic Package Design on Purchasing of MZ Generation

화장품 패키지디자인의 시각 요소가 MZ세대의 구매에 미치는 영향 연구

  • Lee, Joo-Yeon (Digital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 이주연 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2021.11.30
  • Accepted : 2022.02.20
  • Published : 2022.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study is about the elements of cosmetic's package design which MZ generation prefer and the effect on purchase. Naming, brand logo, color, typography, layout, illustration, matter & finish, and meaningful are classified 8 visual elements through the pilot study. After that this study analyzes specific visual elements which MZ generation prefer through online survey and In-depth interview based on the 8 visual elements. As a result of study, MZ generation prefer tidy and neat design to decorated style, and they feel brand logo is the most important thing of all 8 visual elements. In additional, meaningful of brand is barley able to compare with price, although it is significant visual element. This study may help to develop the way of the cosmetic's package design for MZ generation.

본 연구는 MZ세대가 선호하는 화장품 패키지디자인의 시각 요소와 그것이 구매에 미치는 영향을 연구하는데 목적이 있다. 선행연구를 통해 화장품 패키지디자인의 시각 요소를 네이밍, 브랜드 로고, 색채, 타이포그래피, 레이아웃, 일러스트레이션, 소재와 후가공, 의미성, 총 8가지로 분류하였다. 이를 바탕으로 설문조사와 1:1 심층 인터뷰를 진행하여 MZ세대가 선호하는 구체적인 시각 요소를 분석하였다. 그 결과 MZ세대는 화려하고 장식적인 스타일보다 깔끔한 구성을 선호하고, 8가지 시각 요소 중 브랜드 로고를 가장 중요하게 생각했다. 또한, 브랜드가 추구하는 가치는 구매에 영향을 미치는 중요한 요소이지만, 가성비와 같은 선상에서 비교하기는 어려운 것으로 나타났다. 본 연구가 향후 MZ세대를 위한 화장품 패키지디자인의 방향성 제시에 도움을 줄 것으로 기대한다.

Keywords

References

  1. I. U. Song. (2015). Analysis of Visual Elements of Package Design in Cosmetics - with a focus on Global Cosmetics Brands. Journal of Brand Design Association of Korea, 13(2), 169.
  2. H. Y. Song & J. H. Lee. (2015). Press release 2015-11. Univtomorrow. www.20slab.org/Archives/2559
  3. J. H. Yoon & A. Y. Jo. (2021). "Sniping the taste of the MZ generation"... Cosmetics industry replacing with 'eco-friendly containers'. https://www.vop.co.kr/A00001602576.html
  4. Univtomorrow. (2018). Trend MZ 2019 : Millennial-Z generation 5 marketing trends. Seoul : Hanbit Biz.
  5. Y. S. Kwon. (2019). What is the MZ generation. Chosun Media. http://digitalchosun.dizzo.com/site /data/html_dir/2019/11/01/2019110180254.html
  6. J. P. Seo. (2020). You can see the digital world if you know MZ generation. Fashion Insight. https://www.fi.co.kr/main/view.asp?idx=68279
  7. H. Y. Jeon. (2021). Meaning and feature of 'MZ generation'. TW News. https://www.jejutwn.com/news/article.html?no=80307
  8. Y. J. Park. (2019). A study on the effect of color cosmetic product package design on purchase intention - Focus on color cosmetic product for teenager. Master dissertation. Hong-Ik University. 18.
  9. D. S. Choi. (2006). Package Design. Seoul : Ahngraphics. 12.
  10. G. H. Kim. (2003). A Study of Package Design and Consumer's Purchasing Habit in the Future. Journal of Package Design Institute of Korea, 13, 13.
  11. W. S. Lee. (2021). Lotte Kkoggalcone, Design renewal. Bokuennews. http://www.bokuennews.com/news/article.html?no=210367
  12. M. Y. Kim. (2010). Research on visual elements in color cosmetic product package designs affect purchase buying behavior in individual consumer types - Focused on, mid to low priced, color cosmetic product packaging. Master dissertation. Hong-Ik University. 55-63.
  13. Y. J. Park. (2019). A study on the effect of color cosmetic product package design on purchase intention - Focus on color cosmetic product for teenager. Master dissertation. Hong-Ik University. 25.
  14. M. Y. Kim. (2020). A Study on the Visual Expression of Color Makeup Cosmetics Package Design in Accordance with Market Changes in Health & Beauty Stores - Focusing on Lip Package Design. Hong-Ik University. 165.
  15. Y. J. Lee. (2009). A Study of the Effect of Package Design's Central and Peripheral Cues on Consumers' Purchase Behavior - Focusing on the package design for organic cosmetics. Master dissertation. Hong-Ik University. 46-54.
  16. I. U. Song. (2015). Analysis of Visual Elements of Package Design in Cosmetics - with a focus on Global Cosmetics Brands. Journal of Brand Design Association of Korea, 13(2), 173.
  17. S. H. Mok. (2012). A Study on the Signification of Package Design Signs - Focusing on Cosmetic Brands. Master dissertation. Chung- Ang University. 16-33.
  18. S. K. Jin. (2013). Analysis Study on the Package Design of Chinese Pien Tze Huang Cosmetics. Master dissertation. Tong-Myong University. 14-29.
  19. A. R. Go. (2018). Makeup Behavior and Cosmetics Purchasing Behavior with respect to Adult Women's Consumption. Journal of Investigative Cosmetology, 14(1), 117.
  20. H. Y. Kim. (2021). Leading 'Meaning out'...79% MZ generation "I am a value consumer". Asia Economy. https://view.asiae.co.kr/article/2021072911035097081
  21. S. J. Jo. (2021). The distribution industry is attacking the MZ generation who are in 'Meaning out'..."Find the meaning to consume". The Korea Times. https://www.hankookilbo.com/News/Read/A2021062516020005251?did=NA
  22. S. B. Bae. (2017). A case study on the development of package design for Alejandro brand's image : centering around The Brand of 2011 World Barita Champion Alejandro. Master dissertation. Hong-Ik University. 20-21.