주류 패키지 디자인의 시각적 촉감이 소비자 구매행동에 미치는 연구 - 보드카의 용기 디자인을 중심으로 -

Recently, consumers’ purchasing behaviors have become diverse according to culture, income level, and the change of society, therefore product marketing is gradually becoming diversified to meet their purchasing behaviors. A variety of emotional marketing is widely used to promote the sales of products as emotions become attentive. Consumers’ emotional response is remembered on the basis of their senses. Human’s five senses are perceived and analyzed in close association with emotions. Among theses senses, the visual tactility based on emotions receives feelings through visual expressions including shapes, feelings of tactile sense, and colors and the feelings of materials and so on. They are newly re-interpreted by comparing various decision-makings by consumers and situations in their experiences. Accordingly, this paper examines the relationship of expressive elements and visualized tactile stimuli which the tactile sensation is perceived through the visual sense based on ‘visual tactility’. On the basis of this theoretical background, it examines how visual tactility is used in the visual expressive elements of vodka packaging design and which part of it affects consumers’ purchasing behaviors. However, there has been a limit to divide expressive elements concretely to the senses, and define individual parts of their purchasing behaviors in detail.