선두브랜드의 디자인 전략 고찰

박규원 한국패키지디자인학회 1997 상품문화디자인학연구 Vol.4 No.-

Undoubtedly it's very hard to be a reading brand in their market of same or simmulate category product. Every brand want to be a famost' in their market. All companys desire to get a best brand in their target. Anyway if their brand had took larger market share than another brands they would be excited. Of course this event would be a biggest matter for congratulation. What is mere important event such thing? Most of company who have achieved their first purpose want to hold out such a good situation. To continue a reading brand in their market is more important than any other enterprise' actions. Reading brand could continue their position in market by perserverance in their efforts. Means of effort have many thing. It is included physical and non-physical functions. Naturally consumer like the product was improved than old product. Such a method needs a long time and a lot of money. And it is not easy to accomplish anymore because contemporary society have been changed by the communication industry. Whoever they can get a lots of general technics easily by simple instruments. During the past few years it was impossible. And so they are very hard to get a special new technic. But consumer want to keep product be improving everyday. They like sensitive shape's product better than old fasion's. How can you solve this probrem? Change or improve of package design could accomplish this plan effectively. Especially this strategy is the most economical and speedy. The high speed has a big power to make a favorable impression about product. Change of package design is powerful to deal with difficult situations. All the time reading brands need a economic and speedy market plan to maintain market condition. Clever consumer in contemperary society don't like products remain unchanged anymore. Looking out for a reading brand in market, product of them have to be changed their figure. It's just a package design. Effectiveness of good package design will be a best way to keep nice image in consomer's mind.

브랜드이미지 형성에 있어 포장디자인의 역할

박규원 한국패키지디자인학회 1998 상품문화디자인학연구 Vol.6 No.-

Brand is made by it's power of products. Of course the power of products is basic elements in a brand. And finally a brand image is formed by consumers expierienced a physical product. But recently, advanced consumers changing there mind, they have beliving the product is not only physical functions but also functions with sensuous. A product is made by many elements of fuction. That is physical fuctions, the sensible fuctions, some images in the product event. Many sourses in the product made a brand. Not only physical functions. Allmost of our products don't have a brand at the sharp market competition in the world. They have just many of physical funtions. The product without a brand can't grow up in their market. So far these products may disappear from consumers mind. A prodct is a brand. A brand is real product. Brand is formed by physical functions and non physical functions. Specially physiacal grade of technical skill have made equal in the inteligence society. And so efforts for image making with physical elements might be unvaluable huge investment. But non physical elements of product image should not change to make equal in the brand. Non physical functions could make some special image in their brand. This method is more effective than physical function to make a powerful brand image. Most of people, most of enterprise believe to make a brand image is only the power of commercial adverticements or publicitys. But we need to change such thinking. We have to solve a serious problem that a brand would be suported little fund. But a brand without a huge fund can live in the heated market. Power of package design is a good and perfect method to make a powerful brand. Good surface, variouse conviniences of pakage construction can build a powerful brand. This sensitive condition can move consumers' mind and this visual elements may stay in their mind. Because a unique brand can leave just only visual elements. Many of the package design elements can construct a big brand power. Physical funtions of products would be used and finally it will be gone. But brand image is expressed by package design sources could live forever. To make a brand of products image is the most important business in an enterprise, and so this project need a lot of fund. But we could put the right strategy to build up a brand with package design. If we can make an effort, can have enough power to make a strong brand image in the good.

국내식품브랜드 디자인 전략에 관한 연구

박규원 한국디자인문화학회 2000 한국디자인문화학회지 Vol.6 No.1

Food is the basical desire to human. Fortunaly our society have solved this big problem in largely area of earth. Korea too. Naturaly this reason based on develope of technical industry. Recentry, consumer believe the food can present many funtions to them. For hungry and satisfy for theire taste, After then most of food maker can have such skill. And many makers can have productive capacity. Consumer can enjoy to choice good foods. Many of foods is display in the market. Allmost of maker have to develope new product of food. Because they should be live in sharp food market. Internal food industry in Korea is changing in the information society. Korean consumer can purchase and use international food brands that is very famous goods in the whole world. Internal food maker in Korea must prepare to sale new products. But they can`t make many of brands. One brand covered the most of food products is more effective and powerful. Good brand design system is the best tool for making a powerful brand. We need to study about system of best food brand design. Because such brands is applied good brand design system. If we can chance to find out in the design sources our internal food brand could grow up their brand and industry of food. This method is the best way to achive a strong brand power. Our industry of food must live well. Because this is basic energy for our life.

포장디자인 발전을 위한 프로세스 변화의 필요성 ( 상품기획에 있어서 포장디자인 프로세스 관여를 중심으로 )

박규원 한국상품문화디자인학회(구 한국패키지디자인학회) 1997 경쟁력향상 Vol.- No.-

Shannon Entropy as an Indicator of the Spatial Resolutions of the Morphologies of the Mode Patterns in an Optical Resonator

박규원,김진욱,문송기 한국광학회 2021 Current Optics and Photonics Vol.5 No.1

We present the Shannon entropy as an indicator of the spatial resolutions of the morphologies of the resonance mode patterns in an optical resonator. We obtain each optimized number of mesh points, one of minimum size and the other of maximum one. The optimized mesh-point number of minimum size is determined by the identifiable quantum number through a chi-squared test, whereas the saturation of the difference between Shannon entropies corresponds to the other mesh-point number of maximum size. We also show that the optimized minimum mesh-point increases as the (real) wave number increases and approximates the proportionality constant between them.

세계 수출증대를 위한 담배 브랜드 패키지디자인 연구 -아리랑담배 중심으로-

박규원,홍주연 한국브랜드디자인학회 2006 브랜드디자인학연구 Vol.4 No.2

현대는 인터넷과 교통수단의 발달로 세계가 함께 공감하고 공유하는 글로벌시대이다. 이런 세계화가 기업 생존 전략에 중요한 화두로 대두되며 대부분 기업들은 글로벌브랜드를 지향한다. 이런 글로벌 시대에 맞추어 이제 브랜드도 국내에만 제한된 것이 아니라 글로벌 브랜드로써 세계 모든 소비자들을 대상으로 나아가고 있는 것이 현실이다. 브랜드는 어느 한 지역에서 시작하였어도 결국 그 국가의 이미지를 바탕으로 세계적인 브랜드가 될 수 있으며, 세계적으로 유명한 브랜드는 그 국가의 이미지를 브랜드 그래픽 디자인에 내포하고 있다. 본 논문에서는 세계적으로 지명도가 높은 브랜드가 되기 위해서는 국가의 이미지를 제품에 나타내어야 한다는 가설을 세우고 그 가설을 증명하기위해 세계적인 외산 담배 브랜드와 국산 아리랑 담배 패키지를 비교, 분석하여 아리랑 담배가 세계적인 브랜드가 되기 위한 방안을 연구하였다. 그 결과 세계적인 브랜드는 국가의 이미지를 나타내고 있으며 은유적으로 절제되어 표현되어 있다는 것을 알 수 있었고, 글로벌화가 되기 위해서는 브랜드 명칭도 영어로 쓰여지고 있는 것으로 나타났다. 국내 유일한 담배 관계사업체 KT&G 에서는 아리랑 담배를 세계적인 담배 브랜드로 나아가기위해 출시하였지만 세계적인 브랜드가 되기 위해서는 향후 좀 더 연구가 필요할 것이다. We are now living in the global age that people from all of the world could feel empathy with one another by development of internet and transportation system. With this global age, it is time for brands to not content with domestic consumers, but to target all the consumers from around the world as global brands. Though a brand originated from a certain province, it could be a international brand based upon the image of own country. In other words, world-renowned brands include images of their countries in brand graphic designs. In this dissertation, I hypothesized that the image of one's country needs to be reflected in a product for achieving worldwide fame. Therefore it is studied to prove this hypothesis by comparing and contrasting internationally famous foreign-made tobacco packages and Arirang tobacco package for the purpose of making Arirang tobacco a national brand. As a result, it could be realized the fact that world-famous brands not only reflect their national image, but also indicate it metaphorically and moderately, and B.I also should be written in English to be global. Though, KT&G launched Arirang tobacco to make it as a world famous brand, there should be more studies on international brands.

상품의 라이프사이클과 포장디자인 전략연구

박규원 (사)한국포장협회 1994 包裝情報 Vol.19 No.-

패키지디자인에 표현의 의외(意外)성이 소비자인식에 미치는 영향에 관한 고찰

박규원,이서현 한국브랜드디자인학회 2008 브랜드디자인학연구 Vol.6 No.2

날로 늘어나는 제품들 속에서 선택되어야 하는 매장상황에서 포장디자인은 다른 제품과는 다른 차별화가 필요하다. 제품구매 과정에서 우선 진열대 앞에서의 소비자의 시선을 자극하고 선택받기 위해서다. 독자적인 디자인은 소비자가 제품을 구매할 수 있도록 설득 요소뿐 아니라 포장디자인의 시각적 요소들이 브랜드와 어우러져 소비자의 기억 속에 인식될 수 있는 역할을 지니고 있기 때문이다. 소비자의 관심을 유도할 수 있는 감각은 시각적 자극이 가장 효과적이기 때문에 포장디자인에서 연출되는 색채나 로고, 일러스트레이션 등 조형 요소들이 특색 있게 표현되어야 한다. 따라서 소비자는 일반적인 패키지디자인보다 의외성을 적용시킨 패키지디자인에 강한 흥미를 보이고 장기적인 기억으로 남을 것이라고 보았다. 이에 의외성과 그 요소의 이해를 바탕으로 패키지디자인과의 관계를 알아본다. 구체적인 분석에 있어서는 이론적 배경을 바탕으로 의외성이 적용된 패키지디자인이 소비자의 인식에 미치는 영향이 무엇인지 알아보았다. 소비자 조사를 통한 분석결과는 다음과 같다. 첫째, 패키지디자인에 색상과 형태에 의외성 표현이 두드러지게 표현되었을 경우 소비자가 제품을 인지하는데 효과적인 영향을 끼치게 됨을 알 수 있었다. 색상이나 형태적 특성 두 가지 디자인요소 가운데 한 가지 표현만 의외성이 높아도 강한 주목성을 보였다. 둘째, 소비자의 시선이 한 제품에 머무는 시간은 굉장히 짧다. 패키지디자인의 의외성 표현은 소비자의 흥미를 유발시켜 타 제품들과 차별적 요소로서 장기기억에 유리한 것으로 나타났다. 셋째, 제품 콘셉트에 적절한 의외성 표현은 제품 속성을 효과적으로 전달하는 요인으로 작용되었다. 이는 의외성의 콘셉트 내용들 중 한 가지만 강하게 표현되어도 제품의 속성을 확실하게 표현하는 특성이 보였다. 의외적인 표현은 소비자들로부터 호기심과 자극을 주기쉽다. 특히 시각적 흥미와 재미를 유발시키는 디자인표현은 주목성을 높이는 효과가 있다. 따라서 패키지디자인에 있어서 의외성 표현은 효과적인 커뮤니케이션 수단이 된다는 결론을 도출할 수 있었다. 패키지디자인에 표현되는 의외성의 효과를 더욱 효과적으로 증대시키기 위해서는 지속적인 조사와 연구가 진행되어야 할 것이다. Package design needs to be differentiated if they are to be selected among ever-increasing number of products in shops. That is to attract the attention of consumers to products displayed in shop in the process of purchase. Distinctive design helps drive the image of product deep into the consciousness of consumers as visual factors of package design are incorporated well into the brand as well as factors that convince them to buy. Visual stimulation is highly effective in grabbing the attention of consumers, and therefore, formative artistic factors which are presented by package design, such as color, logo, illustration, etc, need to be expressed in a unique way. Therefore, consumers are considered to have a strong interest in package design that incorporates extraordinariness unlike ordinary package design, which may be stored on their memory over the long term. Besides, this study examines the relationship between extraordinariness and package design, based on the understanding of the involved factors. This study considered the effect that the package design which incorporates extraordinariness has on the perception of consumers from the theoretical perspective for more detailed analysis. The findings of consumer survey indicated the followings: First, the shape and extraordinariness of package design had a positive effect on the perception of consumers, if they were made to stand out. The attention-grabbing effect was very high if either color or morphic characteristics, which are two factors of design, had a high extraordinariness. Second, consumer attention stay on product for a very short time. The extraordinariness of package design stimulates the attention of consumers, a differentiated factor compared to other products, which is more likely to be stored on their memories. Third, the extraordinariness that suits the concept of product helped convey properties of product more effectively, suggesting that the strong representation of a single characteristics relative to the concepts of extraordinariness is enough to express the properties of product clearly. Extraordinary expression is more likely to stimulate the interest and curiosity of consumers. Specifically, the design that stimulates visual interest and fun is highly likely to grab the attention. Therefore, a conclusion may be drawn that the expression of extraordinariness may work as an effective tool for communication in package design. Researches and studies have be carried out continuously to ensure an increased effect of extraordinariness of package design.

한국기업의 브랜드디자인 강화 방안에 관한 연구

박규원 한국패키지디자인학회 2002 상품문화디자인학연구 Vol.12 No.-

Many of Korean enterprises have exerante skil to make good product. But they don't have powerful brand. In the information society, brand is primary power in the company. Brand is made by many resources. Brand design help to be a powerful brand in the intermational market. All most of marketing member in the company don't know the power of brand design. They believe that the major of brand power is only the brand name. Just that is the main reason to loose making a leading brand. Brand is made by verbal language(spoken language & written language). But all most of marketing member in the company can't distinguish spoken language and written language. They belive that brand is spoken language of brand name. In the nformation society written language is more effective than spoken language od brand image. All most of consume is gotten information by their eyes. And so, to make a powerful brand that must have stimulate visual sourses. Just that should be a main power to make a good brand. Design elements id more impress than verbal language. Specially it comes into action powerfully in business relation. Brand must have a persnality. And so brand must be made by design elements. Because design have many functions to construct good distinctions. Lot of Korean company have to study to make big brand with a lot of design elements. Because it is the best way to get a leading brand. Design elements is the best tool for expression of brand image that is real figure of brand. Major of brand is a written language and just that is visual language.

브랜드이미지 형성에 있어 포장디자인의 역할

박규원 (사)한국포장협회 1999 包裝界 Vol.70 No.-