전통주 패키지 디자인에 나타난 한글 서예 변용에 관한 연구

Abstract

Traditional Korean alcoholic beverages, or “traditional liquor,” constitute a significant part of Korean culture, with their packaging design serving as a crucial medium for conveying cultural values and brand identity. This study aims to examine how changes in the design of traditional liquor packaging influence the market positioning and consumer perception of these brands, focusing on the usage and versatility of Hangul Seo-yeh. With the growing interest of younger consumers in the traditional liquor market, there's an implication that when designers more systematically utilize Hangul Seo-yeh style and employ calligraphic techniques that encapsulate Korean identity, they can expand into broader domains. The objective of this research is to analyze the various forms and styles of Hangul Seo-yeh, calligraphy, and fonts that appear in traditional liquor packaging design. The methodology involves analyzing the packaging of the top 20 selling products in the categories of makgeolli, yakju, and distilled spirits (soju) based on data from the Korea Agro-Fisheries & Food Trade Corporation on Naver Shopping, spanning from August 30, 2021, to August 30, 2022. The results indicate that the combination of calligraphy and illustration accounts for the highest proportion, with the combination of Seo-yeh with illustration, and fonts with illustration also being significant design types. The overall usage rate of calligraphy was about 35.5%, with calligraphy at 43.5% and fonts at 21%. Frequency analysis of Seo-yeh styles revealed that a free style of Minche (민체) had the highest usage rate at 33.3%. These results demonstrate the importance of the adaptability of Seo-yeh style in traditional liquor package design, especially the need to break away from uniformity and explore unique aesthetics in the digital age. This study is expected to aid in improving the design strategies of traditional liquor brands and enhancing their market competitiveness. Future research tasks include exploring the extent of adaptability of Hangul Seo-yeh, the possibility of its integration with Hangul Seo-yeh style, and its combination with illustrations.