Scent Library 향수 패키지 디자인 리뉴얼 연구- 감정 3층위 디자인 이론을 바탕으로 -

This study was motivated by the fact that in the fragrance market, users have high demands for visual, functional, and emotional experiences. To answer this question, we aimed to establish the direction of perfume design optimization through analysis and research on user needs. The objective of the study was to better meet user needs through the redesign of the package of the ‘Scent Library’ fragrance brand in China to enhance the brand's market competitiveness. To this end, we benchmarked the visual elements, functional design, and emotional expression of the brand story of six other fragrance brands. The research methodology combined the Kano model and IPA analysis to systematically analyze the Scent Library fragrance package at three levels: instinctive, behavioral, and reflective. First, the visual appeal was enhanced by improving visual elements such as color, graphics, and illustrations. Second, on the behavioral side, the functionality and ease of use of the packaging were optimized to meet consumers' basic needs for practicality and sustainability. In the reflection layer, we strengthened the brand story and emotional design to create an emotional connection between the brand and consumers. We identified key design elements that were important but lacking, prioritized them for improvement, proposed 15 solutions, and selected two optimized solutions after expert review. Through user preference research, the optimized design achieved good results in terms of visual, functional, and emotional aspects, and provided theoretical support and practical guidance for the future development of the perfume brand.