학술논문
불확실성 회피성향 기반의 화장품 패키지디자인 전략 연구- 정교화 가능성 모델을 중심으로 -
Package Design Strategy Based on Uncertainty Avoidance Tendency- Focusing on Elaboration Likelihood Model(ELM) -
Package Design Strategy Based on Uncertainty Avoidance Tendency- Focusing on Elaboration Likelihood Model(ELM) -
Document Type
Article
Source
브랜드디자인학연구, 21(4), 68, pp.281-292 Dec, 2023
Subject
Language
한국어
ISSN
1738-0863
Abstract
본 연구는 문화적 차이에서 비롯된 불확실성 회피 수준에 따라 디자인의 정교화 가능성 정도가 다르고, 화장품 패키지디자인에도 적용될 수 있는지를 밝히는데 연구의 목적이 있다. 이를 위해 문헌조사를 통해 불확실성 회피성향과 정교화 가능성 모델을 살펴보고, 중국 수출용 화장품 패키지디자인의 요소를 중심단서와 주변단서에 따라 세 가지 유형으로 구분하여 한국과 중국 사용자를 대상으로 설문조사를 실시하였다. 사례조사 결과, 홉스테드의 불확실성 회피수준의 개념은 여전히 비교 문화사적 연구와 디자인학 관점에서 의미가 있음을 알 수 있다. 또한 패키지디자인은 한국과 중국 소비자가 화장품을 구매하는데 영향을 주고, 패키지디자인 요소 중 전체적인 이미지는 제품 구매에 중요한 요인임이 밝혀졌다. 불확실성 회피성향이 높은 문화권에서는 패키지디자인을 통해 제품에 대한 정보를 보다 많이 제공하는 것이 효과적이고, 불확실성 회피성향이 낮은 문화권에서는 제품에 대한 정보를 구체적으로 제시하는 것보다는 절제된 정보를 제공하는 것이 효과적임을 알 수 있다. 향후 연구를 통해 패키지디자인의 중심단서와 주변단서가 소비자 태도에 미치는 영향을 보다 상세하게 파악하여 수출 대상국의 사회·문화적 특성을 반영한 구체적이고 체계적인 연구가 수행되어야 할 것이다.
The purpose of this study is to find out whether the degree of design sophistication possibility varies depending on the level of uncertainty avoidance resulting from cultural differences and can be applied to cosmetic package design. To this end, we looked at uncertainty avoidance tendency and elaboration likelihood model through literature research, divided the elements of Chinese export cosmetics package design into three types according to central and peripheral clues, and conducted a survey targeting Korean and Chinese users. As a result of the case study, it can be seen that Hofstede's concept of uncertainty avoidance level is still meaningful from the perspective of cross-cultural historical research and design studies. Additionally, package design influences the purchasing of cosmetics by Korean and Chinese consumers. Among package design elements, the overall image was found to be an important factor in product purchase. In cultures with a high uncertainty avoidance tendency, it is effective to provide more information about the product through package design, and in cultures with a low uncertainty avoidance tendency, it is more effective to provide moderate information rather than providing detailed information about the product. Through future research, the impact of central and peripheral clues in package design on consumer attitudes should be identified in more detail and a specific and systematic study reflecting the social and cultural characteristics of the export destination country should be conducted.
The purpose of this study is to find out whether the degree of design sophistication possibility varies depending on the level of uncertainty avoidance resulting from cultural differences and can be applied to cosmetic package design. To this end, we looked at uncertainty avoidance tendency and elaboration likelihood model through literature research, divided the elements of Chinese export cosmetics package design into three types according to central and peripheral clues, and conducted a survey targeting Korean and Chinese users. As a result of the case study, it can be seen that Hofstede's concept of uncertainty avoidance level is still meaningful from the perspective of cross-cultural historical research and design studies. Additionally, package design influences the purchasing of cosmetics by Korean and Chinese consumers. Among package design elements, the overall image was found to be an important factor in product purchase. In cultures with a high uncertainty avoidance tendency, it is effective to provide more information about the product through package design, and in cultures with a low uncertainty avoidance tendency, it is more effective to provide moderate information rather than providing detailed information about the product. Through future research, the impact of central and peripheral clues in package design on consumer attitudes should be identified in more detail and a specific and systematic study reflecting the social and cultural characteristics of the export destination country should be conducted.