패키지디자인의 다의적 그래픽 표현이 소비자의 구매행동에 미치는 영향에 관한 연구

Abstract

In a rapidly developing modern society, package design should be remembered by consumers as a discriminatory value between competitors in a shorter time than ever before. Package designs with ambiguous figure show emotional reactions such as interest in the process of generating various perceptions of seeing with the eyes, this dramatic confrontation of senses can help consumers remember the product. Therefore, this study first reviewed related theories and conducted case analysis focusing on four expression methods: overlap, transformation, modify, and concentration of ambiguous figure and through empirical analysis using SPSS, the effect of four expressions of ambiguous figure on consumers' purchasing behavior was verified based on the AIDA. According to the results,the most notable and most memorable expression methods of consumers appeared in the order of 'modify', 'concentration', 'overlap', 'transformation', and the “concentration” expression method had the greatest impact on consumers' purchasing behavior. Through this, theoretical basics and reference materials that can be referred to in future research on package design were provided.