편의점 콜라보레이션 패키지 디자인에 관한 연구

As the utilization rate of convenience stores has increased since COVID-19, companies have drawn success by utilizing marketing strategies to release collaborative products to convenience stores in line with consumption trends. However, there are many cases of failure, but some of the same companies have been successful, and some other products have been suspended due to food safety regulations. Therefore, this study assumes that these differences are related to the visual components of package design, and aims to analyze them to determine which differences in visual components cause product success or failure. As a research method, three long-lived brand that mainly utilize collaboration marketing were selected as research targets, including "Gonpyo" "Malpyo" and "Jinro" and visual analysis tables were created through prior research. As a result of comparing and analyzing the three companies, it can be seen that "Gompyo" and "Jinro" have design features that emphasize product characteristics while maintaining the existing brand image and essence, while "Malpyo" did not clearly distinguish between the subject image and collaboration image. Through this, it was found that even in collaboration products of the same company, the logo, color, illustration and graphics of the package are important factors that distinguish success from failure according to differences. Considering these results, we hope that a successful design strategy will be established to grow the company's image.