건강기능식품 종합비타민 패키지 디자인의 기호학적 연구

Abstract

Due to the Corona 19 (COVID-19) pandemic, consumer health concerns and consumption are leading to a trend of popularization. As a result, brands are developing various marketing strategies to meet consumer needs and gain consumer recognition. Visual expression through package design is a powerful and close communication tool for brands to communicate with consumers. The purpose of this study is to consider the strategy of visual symbolic representation of package design, which can enhance the effect of positive brand image building and association through grasping expression elements and symbolic interpretation and analysis of the meaning transmission of each element. The visual expression element analysis and color analysis through the visual symbols expressed in the package design of the top 10 multivitamin brands in Korea, the United States, and China, and the meaning transmission process of the visual symbols that contain the meaning and symbol. As a result of the research, first of all, a composite compositional design strategy of linguistic and non-verbal (visual) elements of illustrations that can intuitively associate information in the visual expression elements of package design is necessary. is. Secondly, visual expression through color requires a color scheme that understands the symbols, associations, and meanings of social and cultural colors. Third, the analysis and interpretation of visual symbols that can express the meaning of visual symbols so that consumers can clearly understand the meaning of visual symbols and take action, and reduce the communication errors that may occur in the process of conveying meaning. According to the design strategy required. The results of this study will confirm the importance of conveying meaning through visual symbols in package design of health functional food multivitamin, and will be used as a basis for strategic research on package design that can bring about effective communication between brands and consumers. can be done.