뉴트로 패키지디자인의 감성요소가 소비자 구매심리에 미치는 영향 연구

Abstract

New-tro, as a representative of the emerging retro trend, is rapidly developing in entertainment, art, architecture, design, and other fields, and has become the mainstream style of future development in the packaging design planning of new and old brands. The aim of this study is to explore the visual characteristics of New-tro's styling, functionality, and cultural significance in packaging design from a design perspective and their impact on the psychological decision-making processes of consumers, including motivation, perception, learning, emotion, and memory. To achieve the research objectives, this study first collated the three-tier theory of emotional design elements and their association with New-tro packaging design. Second, the classic cases of emotional New-tro packaging design were analyzed as case studies to determine the existence of stylistic, functional, and cultural characteristics in actual New-tro packaging. Finally, data analysis was conducted on the 240 questionnaires collected through a survey, and the impact of New-tro packaging's styling, functionality, and cultural significance on consumers' purchase decisions was summarized. The results showed that the styling, functionality, and cultural significance of New-tro packaging all have varying degrees of impact on consumers' purchasing psychology.