목차

1. 서 론 ·····································································································1
1.1 연구 배경 및 목적 ·················································································1
1.2 연구의 범위 및 방법 ··············································································2
1.3 연구흐름도 ···························································································4
2. 이론적 고찰 ····························································································5
2.1 패키지디자인의 정의 ·············································································5
2.1.1 패키지디자인의 정의 ··········································································5
2.1.2 패키지디자인의 발전과정 ···································································6
2.1.3 패키지디자인의 기능 및 역할 ······························································7
2.2 패키지디자인의 시각적 요소 ··································································9
2.2.1 브랜드 로고타입 (Brand Logo) ··························································10
2.2.2 색채(Color) ······················································································11
2.2.3 일러스트(Illustration) ·······································································11
2.2.4 레이아웃(Lay-out) ············································································12
2.3 인지심리의 이해 ···················································································12
2.3.1 인지심리 ··························································································12
2.3.2 공감각(Synesthesia) ········································································13
2.3.3 주의력 ···························································································· 18
2.3.4 기억력 ·····························································································23
2.4 구매의도 ·····························································································28
2.4.1 자발적 구매 ······················································································31
2.4.2 심리적 만족구매 ················································································31
2.4.3 사회적 요인구매 ················································································31
3. 캔 맥주 패키지디자인의 시각적 요소 특성 및 사례 분석 ······························33
3.1 캔 맥주시장 현황 및 패키지디자인 특성 ··················································33
3.1.1 캔 맥주시장 현황 ···············································································33
3.1.2 캔 맥주 패키지 특징 ···········································································36
3.2 캔 맥주 패키지디자인의 시각적 요소 사례 분석 ······································ 37
3.2.1 사례 분석 대상 ··················································································37
3.2.2 분석 방법 ··························································································39
3.3 시각적 요소 사례 분석 ···········································································42
3.3.1 국내 사례 분석 ···················································································42
3.3.2 세계 사례 분석 ··················································································50
3.4 사례분석 결과 ······················································································58
3.4.1 분석결과의 비교현황 ·········································································58
3.4.2 분석내용 ··························································································59
3.5 소결 ····································································································62
3.6 시각적 요소가 인지심리와 소비자 구매의도에 대한 분석결과 ··················· 62
4. 실증연구 ································································································64
4.1 연구문제 및 가설 ··················································································64
4.1.1 연구모형 ·························································································· 64
4.1.2 연구문제 및 가설 ················································································65
4.2 연구조사방법 ························································································68
4.2.1 연구 대상물의 선정 ············································································68
4.2.2 설문지 구성 ·······················································································70
4.3 자료수집 ······························································································74
4.4 분석방법 ······························································································74
5. 연구결과 및 분석 ····················································································76
5.1 1차 설문조사 ·······················································································76
5.2 1차 설문조사의 분석결과 ······································································76
5.2.1 인구통계적분석 ·················································································76
5.2.2 패키지디자인 시각적 요소 인식 ···························································78
5.2.3 공감각에 대한 분석결과 ······································································79
5.2.4 주의력에 대한 분석결과 ······································································86
5.2.5 기억력에 대한 분석결과 ······································································92
5.3 2차 연구의 실증분석 ··············································································98
5.3.1 연구목적 ····························································································98
5.3.2 인구 통계적 분석 ················································································98
5.3.3 탐색적 요인분석과 신뢰도 검증 ··························································100
5.3.4 확인적 요인분석과 타당성 검증 ··························································104
5.4 연구가설 검증 ····················································································· 108
5.4.1 연구문제 H1에 대한 분석 결과 ···························································108
5.4.2 연구문제 H2에 대한 분석 결과 ···························································110
5.4.3 연구문제 H3에 대한 분석 결과 ···························································112
5.4.4 연구문제 H4에 대한 분석 결과 ···························································114
5.4.5 연구문제 H4에 대한 분석 결과 ···························································116
5.4.6 연구문제 H6에 대한 분석 결과 ···························································119
5.5 소결 ····································································································120
6. 결론 ······································································································122
6.1 연구의 결과 ·························································································122
6.2 연구의 시사점 ······················································································124
6.3 연구의 한계점 및 향후 연구 ···································································125
참고문헌 ····································································································127
부록-Ⅰ 국어설문지 ·····················································································136
부록-Ⅱ 중국어설문지 ··················································································144
Abstract ····································································································152