쇼핑백디자인의 광고에칭(Etching)효과와 사회적 역할에 관한 연구

Abstract

외 문헌자료와 웹진, 인터넷 포털 사이트 등의 자료로서 이론적 체계를 갖추었으며, 실질적 사례분석을 통해 브랜드이미지 측면, 기능적 측면, 환경적 측면의 사례들을 세분화시켜서 제시하였다. 실증적 디자인분석은 국내 백화점 브랜드 5개와 국내‧ 소비자들의 생활양식이 다양해짐에 따라 효과적인 커뮤니케이션을 하기 위해서는 다양한 커뮤니케이션 수단이 필요하다. 한편, 오늘날 상품 시장 환경은 제품의 품질 차이보다는 브랜드의 가치, 성격, 연상 등의 요소로 경쟁 또는 차별화가 이루어지고 있다. 이러한 브랜드 가치창출에서 핵심역할을 수행하는 요소 가운데 하나는 광고 커뮤니케이션의 효율적 활동이다. 기업의 신뢰성이나 기술력으로 어필하던 마케팅은 기업을 대표하는 브랜드의 컨셉과 이미지에 광고, 홍보에 포커스를 맞추고 있다. 이는 브랜드의 성공을 좌우하는 핵심요소로서, 끊임없이 소비자의 감성자극을 통해 브랜드의 전략적 이미지를 창조하게 된다. 기업의 브랜드 아이덴티티는 다양한 경로를 통해 형성되는데 그 중에서도 시각적인 요소를 통해 소비자들은 브랜드를 쉽게 기억할 수 있다고 볼 수 있다. 브랜드의 광고효과를 높이기 위해서는 브랜드 아이덴티티를 통해서 일관성 있고, 신뢰성 있게 시각적으로 표현해 소비자 기억자극을 해야 한다. 경제가 발달하고 소비자의 디자인 감각이 날로 높아짐에 따라 쇼핑백은 소비자에게 안전과 편리함을 제공함과 동시에 소비자의 미적 욕구를 충족시키기 위한 또 다른 광고 매체로서 새롭게 부각되게 되었다. 물건을 담는 용도로만 생각되었던 쇼핑백이 하나의 브랜드 커뮤니케이션 광고로 변화되고 있으며 그 표현방법 또한 다양해졌다. 한 줄의 로고타입, 브랜드 마크, 컬러 하나로 브랜드 아이덴티티를 대변하거나 이미지와 슬로건 하나로 사회적인 메시지를 전달하기도 한다. 우리는 하루에도 다양한 광고를 접하고 있지만 기억에 남는 광고는 손에 꼽을 정도이다. 걸어 다니는 광고로서 상점, 상품 또는 서비스를 선전하는 효과적인 방법 중의 하나인 쇼핑백은 저비용 고효율의 광고판 역할을 하고 있다. 광고 메시지의 일관된 브랜드 전략은 매우 중요하며 쇼핑백은 소비자와 가장 친밀한 매체로서, 기업들은 쇼핑백디자인 제작에 적극적인 관심을 가지고 개발할 필요성이 있다. 본 연구는 쇼핑백디자인 사례를 중심으로 소비자에게 쉽게 기억되고 선호되는 쇼핑백은 어떤 시각적 요소로 구성이 되었을 때 가장 효율적인 광고에칭효과를 가지는지에 대해 고찰해보고, 기억흔적으로 인한 쇼핑백의 광고에칭효과와 사회적 역할에 관해 연구하고자 하였다. 특히, 효율적 쇼핑백디자인을 통한 친환경, 자원절감, 폐기물에 대한 사회적 역할성과 그 대처방안을 제시하는데 본 연구의 목적이 있다. 본 연구에서는 쇼핑백과 광고에칭효과에 관한 유사한 키워드에 관한 선행연구를 토대로 문제점과 보완점을 모색해보았다. 국내‧ 외 패션브랜드 14개의 쇼핑백의 사례로 한정짓고, 이를 시각적 구성요소인 브랜드 로고타입, 컬러, 레이아웃, 형태, 재질 등으로 다속성 비교·분석하였다. 또한, 앞의 요소들을 중심으로 형용사 이미지 리커트 척도법, 연령대별 이미지 분석을 통해 소비자들이 선호하는 속성의 중요도를 알 수 있었다. 설문조사 분석에 사용된 통계자료는 SPSS 18.0 프로그램을 이용하여 빈도분석, T-test, 상관관계분석, 다중회귀분석을 이용하여 유의확률로 관계성을 입증하였다. 조사결과로서 첫째, 쇼핑백 재사용 시 속성별 상관분석 결과, 쇼핑백의 재질과 글자체가 아주 밀접한 관계(r=.550**)가 있는 것으로 나타났다. 쇼핑백의 크기, 재질, 브랜드 이름이 가장 중요시 하는 속성으로 쇼핑백을 재사용 할 수 있게 만드는 요인이라는 것을 알 수 있었다. 둘째, 쇼핑백디자인을 본 후 향후 브랜드 제품 구매 선호도에 대한 조사 결과 잭앤질 > 에고이스트 > 유니클로가 높은 선호도를 나타냈다. 해당브랜드들은 친환경, 재사용을 고려한 소재, 차별화 된 형태의 디자인으로 소비자들은 환경적, 기능적 측면에서의 편리성을 선호한다는 것을 유추해볼 수 있었다. 셋째, 쇼핑백과 제품의 일관성 중요도에 관한 조사결과 미혼 여성이 기혼여성보다 56.1% 중요하게 생각하는 것으로 나타났다. 일관성 중요도가 높다고 해서 브랜드 이미지가 완벽히 구축되어 있는 것은 아니지만, 브랜드 관리 측면에서 일관된 아이덴티티 체제로 광고 커뮤니케이션 전략에 주안점을 둘 필요성이 있다. 넷째, 쇼핑백 재사용 시 속성별 중요도 조사에서 기혼여성이 미혼여성보다 중요시하게 여기는 것은 브랜드 이름(4.29점)이며, 미혼여성이 기혼여성보다 중요시 하는 것은 디자인(3.36점)으로 나타났다. 다섯째, 쇼핑백의 연상이미지와 디자인 선호도에 대한 회귀분석 결과, 갤러리아백화점의 쇼핑백이 고급스러운 재질(0.602), 조르디 라반다의 화려한 일러스트 이미지와 조화를 이룬 글자체(0.545)가 선호도에 가장 유의한 영향을 미치는 것으로 조사되었다. 브랜드 쇼핑백의 경우 대체적으로 개성, 재질, 쇼핑백의 형태 등이 선호도에 많은 영향을 미치는 것으로 나타났다. 설문조사 및 디자인 실증사례의 다속성 비교‧ 분석결과를 통해 첫째, 소비자들은 쇼핑백디자인과 제품 이미지의 일관성에 대해 중요하게 인식하고 있었으며, 제품 이미지가 여성스럽고 고급스러운 이미지를 가질수록 동일한 브랜드의 쇼핑백 이미지를 연상 할 때 같은 이미지를 기억자극하게 되는 경향이 높다는 것을 알 수 있었다. 광고에칭효과를 위해 브랜드의 시각적인 요소가 서로 유사성을 가진다면, 일관성 있는 브랜드 요소들이 자극에서 기억단계로 진행하는데 도움을 줄 수 있으며, 이에 일관성의 중요성을 인식할 필요가 있다고 본다. 둘째, 쇼핑백의 시각적 특성에서는 환경 및 자원절감을 고려한 그린트렌드와의 간접적 관계를 가지는 기능적 형태, 친환경 소재의 디자인에 대해 선호하고 소구하고 있다는 것을 알 수 있었다. 이를 바탕으로 기업에서는 효율적인 광고에칭효과를 극대화할 수 있는 쇼핑백의 개발을 위해 환경문제에 대한 경각심을 고취시키고, 환경적‧ 기능적‧ 브랜드이미지 측면을 고려한 효율적 형태의 디자인 개발에 힘을 기울일 필요가 높다. 본 연구에서는 광고에칭효과로서의 쇼핑백디자인에 관한 개념을 재정립하고, 환경적 측면에서의 사회적 역할에 대해 연구하고자 하였다. 무수히 많은 브랜드의 연구대상 및 범위를 백화점의 20-30대를 고려한 패션브랜드로 한정을 지었다는 것과 정량적이고 체계적인 데이터가 부족했다는 점이 한계점이었다. 이러한 한계를 보완하기 위해 좀 더 다양한 분야에서의 쇼핑백에 대한 후속 연구가 이어져야 한다고 보고, 본 연구는 사회‧ 환경적 커뮤니케이션으로서의 가치를 지닌 창의적 쇼핑백디자인의 새로운 틀과 브랜드 커뮤니케이션에서의 시각적 언어로 활용되는데 기여되기를 기대한다. |As consumers’ life patterns become diverse, a variety of communication methods are necessary for efficient communication. Meanwhile, now product market circumstances are competitive or differentiated based on values, characters, and images of brand rather than product quality. One of the important factors playing key role of brand value creation is the efficient activities of advertising communications. The marketing appealing by company’s reliability and technology is focusing advertisement and promotion on brand concept and image representing companies. It, as a key factor for the success of brand, creates strategic images of brands by persistently stimulating consumers’ sensibility. It is understood that among various ways to form brand identities of companies, consumers easily remember the brands through visual factors. In order to improve advertisement effect of brands, it is needed to stimulate consumers’ memory by visual expressions with persistency and reliability with brand identities. As economy is developed, consumers require more sophisticated designs. Thus, shopping bags are emerged as another advertisement media so as to provide safety and convenience as well as meet consumers’ aesthetic desires. The shopping bags which are considered as a bag for material is being changed to one method for brand communication advertisement, and the ways to express also become various. A line of logo type, brand mark, and color can represent brand identity and image, and slogan only can send social messages. We are in pools of various advertisements every day, but only few can be remembered. A shopping bag, one of efficient method to advertise shops, goods, or service as a walking advertisement, plays a role of advertising boards with low-cost and high-efficiency. Consistent brand strategy of advertisement messages is very important, and companies need to develop more attractive shopping bag designs because shopping bags are the friendliest media to consumers. This study will review, based upon shopping bag design cases, what kinds of visual factor composition brings the most efficient advertisement etching effects, and study advertisement etching effects and social roles of shopping bag as a memory trace. In particular, the purpose of this study is to present the social roles about environment-friendliness, natural resources saving, waste and how to deal with those issues through efficient shopping bag designs. This study has tried to find problems and investigated how to improve the issues based upon literature review on similar key words related to shopping bags and advertisement etching effects. Theoretical system is established with domestic/oversea literature, data from web zine, internet portal sites, and through actual case analysis, this study presents three different aspects as follows: brand image aspect, functional aspect, and environmental aspect. Positive design analysis is limited to 5 kinds of bags of domestic department stores and 14 kinds of shopping bags of domestic/oversea fashion brands, and they are compared and analyzed through multi-attribute method by brand logo types, colors, layouts, patterns, material which is visual composition factors. In addition, we found the importance of attribute preferred by consumers through adjective image Likert scale and image analysis by ages. Statistical data used for survey questionnaire analysis demonstrated the relationship through p-value using frequency analysis, T-test, correlation analysis, multiple regression analysis with SPSS 18.0 program. As a result of the research, first, it is proved that the result of correlation analysis by attributes shows close relationship(r=.550**) with the materials and fonts when shopping bags are re-used. It is understood that the size and material of shopping bags as well as brand names, the most important attributes, is the main factors to re-use shopping bags. Second, the result of research examining the relationship between shopping designs and brand product purchasing preference shows that the preference is in the order of JACK & JILL -> EGOIST -> UNIQLO. It is presumed that such brands have material and differentiated design considering environment-friendliness and re-use, and consumers prefer convenience in respect of environment and function. Third, the survey result about the importance of consistency of shopping bags shows that 51% more single women think it more important than married women. Although higher consistency doesn’t mean perfect image establishment, advertisement communication strategy of consistent identity is needed to be focused in respect of brand management. Fourth, the survey of importance by attributes for re-use of shopping bags shows that married women put more importance on brand names (4.29 point) than single women, meanwhile single women put more importance on designs (3.36 point) than married women. Fifth, the result of regression analysis about association image and design preference of shopping bags shows that the shopping bags of Gallery Department Store are preferred with luxurious material (0.602) and font(0.545) which is harmonized with splendid illustration image. For brand shopping bags, the character, material, and pattern of them generally affect preference a lot. Through the result of multi-attribute comparison and analysis about survey questionnaire and design proved cases, first, we found that consumers put importance on the consistency of shopping designs and product images, and such products with womanly and luxurious image tend to stimulate the same image to consumers when they remind the shopping bag of same brand. When brand’s visual factors has similarity each other for advertisement etching effect, it helps consistent brand factors move from stimulation step to memory step, so the importance of consistency is needed to be considered. Second, the visual characteristics of shopping bags shows that functional types and designs of environment-friendly material directly related to green trend considering environment and natural resources saving are preferred. Based upon the result above, companies need to arouse people’s attention to environmental issues for developing shopping bags to maximize the efficient advertisement etching effects and make efforts to develop the efficient type of designs considering environmental, functional, and brand images. This study tried to re-establish the concept about shopping bag designs as an advertisement etching effects and survey the social roles for environment. This study has some limitation that the research objects and ranges only cover such fashion brands for 20~30 years old young generation of department stores and quantitative and systematic data are lacked. In order to overcome such limitation, continuous researches on shopping bags in more various fields are considered to be needed. I hope this study contributes to and is used for new concepts of creative shopping designs and visual languages in brand communication having value as a social and environmental communication.; As consumers’ life patterns become diverse, a variety of communication methods are necessary for efficient communication. Meanwhile, now product market circumstances are competitive or differentiated based on values, characters, and images of brand rather than product quality. One of the important factors playing key role of brand value creation is the efficient activities of advertising communications. The marketing appealing by company’s reliability and technology is focusing advertisement and promotion on brand concept and image representing companies. It, as a key factor for the success of brand, creates strategic images of brands by persistently stimulating consumers’ sensibility. It is understood that among various ways to form brand identities of companies, consumers easily remember the brands through visual factors. In order to improve advertisement effect of brands, it is needed to stimulate consumers’ memory by visual expressions with persistency and reliability with brand identities. As economy is developed, consumers require more sophisticated designs. Thus, shopping bags are emerged as another advertisement media so as to provide safety and convenience as well as meet consumers’ aesthetic desires. The shopping bags which are considered as a bag for material is being changed to one method for brand communication advertisement, and the ways to express also become various. A line of logo type, brand mark, and color can represent brand identity and image, and slogan only can send social messages. We are in pools of various advertisements every day, but only few can be remembered. A shopping bag, one of efficient method to advertise shops, goods, or service as a walking advertisement, plays a role of advertising boards with low-cost and high-efficiency. Consistent brand strategy of advertisement messages is very important, and companies need to develop more attractive shopping bag designs because shopping bags are the friendliest media to consumers. This study will review, based upon shopping bag design cases, what kinds of visual factor composition brings the most efficient advertisement etching effects, and study advertisement etching effects and social roles of shopping bag as a memory trace. In particular, the purpose of this study is to present the social roles about environment-friendliness, natural resources saving, waste and how to deal with those issues through efficient shopping bag designs. This study has tried to find problems and investigated how to improve the issues based upon literature review on similar key words related to shopping bags and advertisement etching effects. Theoretical system is established with domestic/oversea literature, data from web zine, internet portal sites, and through actual case analysis, this study presents three different aspects as follows: brand image aspect, functional aspect, and environmental aspect. Positive design analysis is limited to 5 kinds of bags of domestic department stores and 14 kinds of shopping bags of domestic/oversea fashion brands, and they are compared and analyzed through multi-attribute method by brand logo types, colors, layouts, patterns, material which is visual composition factors. In addition, we found the importance of attribute preferred by consumers through adjective image Likert scale and image analysis by ages. Statistical data used for survey questionnaire analysis demonstrated the relationship through p-value using frequency analysis, T-test, correlation analysis, multiple regression analysis with SPSS 18.0 program. As a result of the research, first, it is proved that the result of correlation analysis by attributes shows close relationship(r=.550**) with the materials and fonts when shopping bags are re-used. It is understood that the size and material of shopping bags as well as brand names, the most important attributes, is the main factors to re-use shopping bags. Second, the result of research examining the relationship between shopping designs and brand product purchasing preference shows that the preference is in the order of JACK & JILL -> EGOIST -> UNIQLO. It is presumed that such brands have material and differentiated design considering environment-friendliness and re-use, and consumers prefer convenience in respect of environment and function. Third, the survey result about the importance of consistency of shopping bags shows that 51% more single women think it more important than married women. Although higher consistency doesn’t mean perfect image establishment, advertisement communication strategy of consistent identity is needed to be focused in respect of brand management. Fourth, the survey of importance by attributes for re-use of shopping bags shows that married women put more importance on brand names (4.29 point) than single women, meanwhile single women put more importance on designs (3.36 point) than married women. Fifth, the result of regression analysis about association image and design preference of shopping bags shows that the shopping bags of Gallery Department Store are preferred with luxurious material (0.602) and font(0.545) which is harmonized with splendid illustration image. For brand shopping bags, the character, material, and pattern of them generally affect preference a lot. Through the result of multi-attribute comparison and analysis about survey questionnaire and design proved cases, first, we found that consumers put importance on the consistency of shopping designs and product images, and such products with womanly and luxurious image tend to stimulate the same image to consumers when they remind the shopping bag of same brand. When brand’s visual factors has similarity each other for advertisement etching effect, it helps consistent brand factors move from stimulation step to memory step, so the importance of consistency is needed to be considered. Second, the visual characteristics of shopping bags shows that functional types and designs of environment-friendly material directly related to green trend considering environment and natural resources saving are preferred. Based upon the result above, companies need to arouse people’s attention to environmental issues for developing shopping bags to maximize the efficient advertisement etching effects and make efforts to develop the efficient type of designs considering environmental, functional, and brand images. This study tried to re-establish the concept about shopping bag designs as an advertisement etching effects and survey the social roles for environment. This study has some limitation that the research objects and ranges only cover such fashion brands for 20~30 years old young generation of department stores and quantitative and systematic data are lacked. In order to overcome such limitation, continuous researches on shopping bags in more various fields are considered to be needed. I hope this study contributes to and is used for new concepts of creative shopping designs and visual languages in brand communication having value as a social and environmental communication.