농촌관광마을 VI디자인,포장디자인 개선 현장 실용화 및 효과-연천옥계마을을 중심으로- = Commercialization of Field for Improving VI Design & Package Design at Rural Tourism Village and Its Effect: Focused on Ok-Gye Village of Youngcheon

다국어 초록 (Multilingual Abstract)

The current rural conditions are undergoing the change from the past production-intensive structure to an integral and complex one of producing, processing, selling, touring and lodging owing to the changes of life-style, consumption trend and social environments. The rural area is developing into a community of rural tourism villages to grow into one management system along with the assistance of the government’s various supporting projects. Through this, the rural designing has got to play a significant role as one of the factors of the enhancement of competitiveness and the increase of income. Therefore, those previous studies on the variety and possibility of rural development are being employed for the researches which are to develop techniques of branding, marketing and packaging. In particular, the researches for VI (Village Identity), BI (Brand Identity) and designs of landscaping, packaging of agricultural specialties and display stores, which definitely shows that the importance of rural designing, is being paid a lot more attention to. Thus, this study has verified the site commercialization and its effect by developing some practical designing with the focus of package design at rural tourism villages. The Okgye Village in Yoncheon was selected for study subject based on the result of status investigation. This study has analyzed such problems as lack of village identity, non-description of items and their indispensible marks which were seen their designs of village and packaging. The colors of major items and the village image being substituted into the image scale of IRI color were estimated so that the appropriate colors might be selected, along with which the shapes of major items were decided to be motif for the village symbol and design to be created. The designs of such major items as grains, greens and sauces were created with the consideration of the easiness of loading, the continuity of using and the aesthetics. For grains, those outer boxes which are possible for set-packaging and small-sized packaging have been developed. For greens were developed the boxes with the structure of the permeability for the persisten`t quality as well as the possibility for packaging small amount. In case of sauces, those outer-boxes equipped with fixing tray were made with the transport-convenience taken into consideration. The sticker-label designs for all those three were also developed which stand for the village identity and are conveniently used in each farm family. When this development was applied at the sites, it was found that the satisfaction and reliability of consumers as well as the satisfaction of farmers were raised along with the increase by more than 30% after the improvement.

참고문헌 (Reference)

1 진혜련, "농업․농촌 6차 산업 활성화를 위한 농촌관광마을 농특산품 포장디자인 현황분석 및 개선방안 연구" 한국기초조형학회 14 (14): 597-609, 2013

2 김덕현, "농산물 포장재의 디자인 품질, 가치, 충성도와의구조관계 분석" 한국식품유통학회 30 (30): 27-42, 2013

3 Cheolhee lee, "The sensitivity of the agricultural era of design, RDA Interrobang No.2"

4 Hyeryeon Jin, "Rural tourism village agricultural products package design guide book"

5 Dongseen choi, "Package design" ahn graphics ltd 97-109, 2006

6 Seyun Ahn, "Developing brand design process model" Yonsei University 2011

7 David A. Aaker, "Brand relevance" brandncompany ltd 12-15, 2010