온라인 쇼핑몰로 인한 식품 패키지디자인의 변화와 발전 방향 연구

Recently, E-commerce has expanded its market to not only electronics, apparel, household goods but also groceries through rapid delivery systems, and has major impacted branding and consumers’ activities. This study examines changes and trends on the food packaging designs due to E-commerce. The research compares consumers’ experiences and branding strategies for the E-commerce platforms with the brick and mortar stores. As the package design is presented as a small picture in the website, the image of a package design functions as brand identity or sign in the product listing pages. This contributes to changes that emphasize and simplify the graphic elements of the package design. For the product detail pages, there are various ways to present the packages. According to the survey in this study, consumers have different impressions and preferences of the same package design depending on how the product is displayed. Lastly, the shipping process demands new designs such as applying different materials for reducing exterior damage and the smart packaging system which shows state of all perishable foods. This study would guide the designers and marketers to effective design and clear communication for the food products which target consumers in E-commerce.