뉴레트로 패키지 디자인의 소비자 색채 반응 분석

There is a new trend called “New-Retro” or “Young-Retro” which fast spreading among younger generations in their 20~30s in form of package design in food and beverage markets. Color is one of the most important factor in Brand Recognition and this research plan to analyze the retro trend based on colors. 10 products were selected from 5 product groups and they were compared in pairs by applicants from different age groups. The questionnaire was carried out based on preferred color schemes of package design and purchase preference. In addition, analysis of color was conducted on the pair of package design using color spectrometer. The result showed preferences of retro version in ChunHaJangSa Sausage and Scotch Candy while modern version of PepsiCoke, Samyang Ramen, and Magalette Cookie. Age groups didn’t show any polarized preference towards a certain design scheme while Y-Generations preferred Retro Design such as Samyang Raemen, and X-Generations and BabyBoomers preferred Modern Designs. Purchase tendencies were also aligned with the design preferences. Therefore, the experiment re-emphasize that in order for retro designs to succeed in long duration, one must also take into account other marketing schemes.