Top 26 택배 패키지 The 176 Correct Answer

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택배 브랜드 이미지 제고를 위한 패키지디자인 연구

TV 홈쇼핑, 인터넷 쇼핑을 통한 전자상거래가 확대됨에 따라 택배서비스에 대한 수요가 급신장하고 업체들 간의 경쟁은 치열하게 되었다. 택배 업체들은 치열한 경쟁 속에서 우위를 차지하기 위한 강력한 브랜드 이미지 구축전략이 필요하다. 상품을 선택하는데 있어 브랜드 이미지는 중요한 역할을 하며, 브랜드 이미지에 큰 영향을 주는 요소가 패키지디자인이라는 것은 주지의 사실이다. 따라서 본 연구는 택배 패키지디자인을 통해 택배회사의 이미지를 제고할 수 있는 방법과 함께 회사의 브랜드를 널리 알리는 홍보 효과를 극대화하는 관점에서 개선방안을 제시하고자 진행되었다. 1차적으로 문헌적 연구를 수행하였으며, 연구 범위는 국내 매출액기준 상위 3개사 현대택배, 한진택배, 대한통운택배로 하였다. 연구의 결과, 현대택배 패키지디자인의 색채와 타이포그래피는 주목성이 높았으나 일러스트레이션과 레이아웃에서는 주목성이 낮았다. 대한통운택배와 한진택배의 주목성이 타이포그래피에서 낮게 분석되었다. 따라서 현대택배는 주목성을 높이기 위하여 일러스트레이션과 레이아웃을 개선하여야 하며, 대한통운택배와 한진택배는 주목성을 높이기 위하여 타이포그래피를 개선하여야 한다. 현대택배 패키지디자인에서 브랜드명과 슬로건은 홍보효과가 높았으나, 마크와 이미지, 레이아웃에서는 한진택배의 홍보효과가 높게 분석되었다. 따라서 홍보효과를 높이기 위하여 한진택배에서는 슬로건을, 대한통운택배에서는 마크, 이미지, 레이아웃을 개선하여야 할 필요성이 있다고 사료된다. 그리고 현대택배에서는 마크, 이미지, 색상에서 개선의 필요성이 제기된다.

Successful results of selling product are dependent on the appealing brand image of individual products. The product with brand image power takes a role as a valuable property for a company. Creating unique and differentiated brand image can make the brand market leader. The purpose of this study is to increase the brand image and the advertising impact by package design of top 3 door-to-door delivery service company in Korea, HYUNDAI LOGISTICS CO. LTD(HYUNDAI), HANJIN EXPRESS(HANJIN), KOREA EXPRESS(KOREA). In the preliminary survey t-test of evidence was made use of to measure the propriety of the question contents, and cronbach’s alpha coefficient was used to measure the trust degree. And in the principal survey the reexamination was made through mail delivery by using the question papers corrected and complemented by the outcome of the preliminary survey. And the computer program used for this analysis was SPSS/PC+. The results of this study were as follows. First, HYUNDAI have to improve the illustration and the lay-out of it’s for increasing attention in package design, and HANJIN and KOREA have to make better the typography of there’s for the better notice in package design. Second, for increasing the brand image and the advertising impact HANJIN have to modify the slogan and KOREA have to correct the mark, the image, the lay-out. Also HYUNDAI must to make better the mark, the image, the colour.

Successful results of selling product are dependent on the appealing brand image of individual products. The product with brand image power takes a role as a valuable property for a company. Creating unique and differentiated brand image can make the brand market leader. The purpose of this study is to increase the brand image and the advertising impact by package design of top 3 door-to-door delivery service company in Korea, HYUNDAI LOGISTICS CO. LTD(HYUNDAI), HANJIN EXPRESS(HANJIN), KOREA EXPRESS(KOREA). In the preliminary survey t-test of evidence was made use of to measure the propriety of the question contents, and cronbach’s alpha coefficient was used to measure the trust degree. And in the principal survey the reexamination was made through mail delivery by using the question papers corrected and complemented by the outcome of the preliminary survey. And the computer program used for this analysis was SPSS/PC+. The results of this study were as follows. First, HYUNDAI have to improve the illustration and the lay-out of it’s for increasing attention in package design, and HANJIN and KOREA have to make better the typography of there’s for the better notice in package design. Second, for increasing the brand image and the advertising impact HANJIN have to modify the slogan and KOREA have to correct the mark, the image, the lay-out. Also HYUNDAI must to make better the mark, the image, the colour.

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