화장품 패키지의 지속 가능성과 ESG 커뮤니케이션에 관한 시각적 표현 연구- 이솝(Aesop) 브랜드의 친환경 커뮤니케이션을 중심으로 -

Background and Objectives With increasing attention to environmental issues and social responsibility (ESG), corporate sustainability has become a critical task across industries. In the cosmetics sector, packaging design extends beyond appearance and serves as a key medium of communication that conveys sustainable values and philosophy. This study examines the visual strategies of sustainable packaging design and the role of ESG communication, focusing on the global cosmetics brand Aesop. Methods A visual design analysis was conducted by categorizing Aesop’s packaging, store visuals, website, social media, and posters into three elements: material, structure, and graphic design. A consumer survey using a five-point scale interview sheet was also conducted to evaluate how these strategies influence brand trust, eco-friendly message delivery, and perceptions of ESG values. Results The analysis showed that Aesop, guided by minimalist aesthetics and emotional storytelling, employs eco-friendly materials and visualizes sustainability through simplified structures, clear information layouts, and restrained color strategies. The consumer survey confirmed that these approaches positively affect brand image formation and recognition of sustainability and ESG values. Conclusion This study demonstrates that cosmetic packaging design plays a central role in embodying and communicating sustainable values and ESG communication, providing a theoretical and practical basis for future research on sustainable packaging strategies from a visual design perspective.