earticle

영어

As the customer-centered age has come, various channel of distribution is formed, and agricultural products market is opened, the necessity of various marketing and product differentiation is emphasized. Also the competitiveness is getting worse owing to the open
of agricultural products market by WTO and FTA, and customer wants to buy small amount of high-quality agricultural, so it is difficult to expect continuous development with present production and distribution system. Because of this social change, customer prefers
even the products that need sensitive stimulus satisfying customer's desire. However, in spite of this social change, fruits package design is in vulnerable situation for the differentiation from other brands and competitiveness. Specially package design which induces a customer to buy directly. In spite of its important marketing characteristics, is not well expressed in applying brand, so it requires the solution for this.
Accordingly the study presents introduction of the theory of sensitivity and plan of applying by dividing domestic and foreign agricultural products package design into 4 elements of visual expression. The sensitive reaction that customer recognizes a brand was accomplished with the survey, and SPSS win 12.0 statistical program was used for the sample analysis. As summarized the inspection, first, by making a customer understand the sensitivity and brand awareness clearly by raising the exposure frequency in expressing symbol mark, and it will have an effect on increasing the brand value of fruits brand to a customer. Second, graphic
element composed of sensitive expression doesn't express characteristics of fruits descriptively, but it treats the individuality of brand with graphic to express the high class. Third, positive attitude and recognitive ability for a brand are increased and then the brand value is improved by giving trust and reliability of product safety to customer with packing structure. Fourth, the
recognition of a brand through color is allowed as objective stimulus, increases the legibility.
So sense-sensitivity and recognitive experience are related closely each other, the expression of package design is worked as the antecedents of sensitivity and brand value. Furthermore brand sensitivity and value have influence on brand attitude, so communicational interrelation is formed. Finally, this study once again demonstrates that fruits package design, which
stimulates customer's sensitivity and delivers the information, has an effect on improving brand value as after receipt of Order through customer's brand attitude reaction and correlation.

한국어

고객중심시대가 도래하고 다양한 유통채널이 형성되고 농산물 시장이 개방됨에 따라 소비자는 고품질 농산물을 요구, 과실 산업에서도 제품차별화의 필요성이 강조되고 있다. WTO, FTA협상 등 사회적 변화로 소비자의 감성욕구를 충족시킬 수 있는 제품을 선호하는 현상도 일어나고 있다. 그러나 이런 사회변화에도 불구하고 과실류 패키지디자인은 차별화와 경쟁력이 매우 취약한 상황으로서 그 해결책이 요구되고 있다 .
본 연구는 국내외 농산물 패키지 디자인에서 나타난 심벌마크, 컬러, 그래픽, 지기구조의 4가지 요소로 나누어 감성적 가치를 비교, 분석하였다. 감성적 반응은 설문조사를 기초로 SPSS win 12.0 통계프로그램을 이용하였다. 그 결과 첫째, 심벌마크의 노출효과를 높여 브랜드에 대한 감성과 인지환경을 높임으로써 과실류 브랜드 가치를 상승시키는 효과를 가져다 주는 것으로 나타났다. 둘째, 감각적 표현으로 형성된 그래픽요소는 과일의 속성을 설명적으로 표현하는 것이 아니라 브랜드의 독자성을 확보하는 것이 바람직 한 것으로 나타났다. 셋째, 독자적 지기구조는 소비자에게 긍정적 효과를 제공하는 것으로 나타났다. 넷째, 컬러를 통한 브랜드 인지는 객관적 자극으로서 가독성을 높여줌으로 고급스러움과 신선
도를 대변하는 요소가 될 수 있었다. 이렇듯 패키지디자인을 통한 인지체험은 브랜드이미지와 긴밀하게 연관된 변수로 작용하는 결과 등 을 감안하면 우리 농산물의 과실류 브랜드력강화를 향상하기 위해서 패키지디자인에 대한 깊이 연구와 제안이 필요하겠다.