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http://dx.doi.org/10.14400/JDC.2022.20.2.383

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

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)
Publication Information
Journal of Digital Convergence / v.20, no.2, 2022 , pp. 383-388 More about this Journal
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.
Keywords
User Experience; Cosmetic Package Design; Visual Elements; MZ Generation; Purchasing influence;
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