시각적 촉감을 활용한 패키지디자인의 형태 연구 - 국내 시판음료를 중심으로 -

Abstract

Diverse methods based on emotionality are provided as consumers` purchasing factors move from those based on product functions to those based on emotions in modern times. Among theses senses, visual tactility means roughness or softness resulted from expressive factors including a sensation of surface texture, shape or colors. It builds positive impression in consumers` brain by a differentiated way which creates visual expression of package design in recognizing a brand. Therefore, this paper examined the relationship with molding factors which give rise to tactility visually focusing on `visual tactility`. And this paper examined how visual tactility is utilized a drink on the domestic market. In the consumer survey, the expression using visual tactility have an affirmative affect on the shape of the package design. We suggest that it could be another method for the effect of expression using on visual tactility to satisfy with consumer`s needs and we try to find solutions for working towards expressions based on visual tactility from now on.