자연주의 화장품 패키지 디자인의 시각적 표현 요소가 소비자 선호도 및 만족도에 미치는 영향 -소비자 성별을 중심으로-

초록

As environmental concerns intensify, the societal emphasis on well-being has increased, raising consumer attention to cosmetic ingredient safety and skin irritation. Consequently, natural cosmetics using naturally derived ingredients have gained prominence. Yet, market expansion has led to visual homogenization among brands and a female-centered consumer base, underscoring the need for gender-differentiated packaging strategies. This study examines gender differences in preferences for color, imagery, and packaging materials in natural cosmetics and identifies the psychological pathway through which these visual elements influence satisfaction. An online survey of 250 consumers aged 19–64 with purchase experience revealed that packaging design is a key factor in the purchasing process, with skin concerns and recommendations as major motivators. Results showed that first, color, imagery, and material differed significantly by gender in cognitive, emotional, and behavioral responses; second, color served as a central determinant of visual recognition and emotional association; and third, visual elements influenced satisfaction both directly and indirectly through a cognition → emotion → behavior pathway. These findings clarify gender-specific interpretations of visual elements and provide practical implications for the development of differentiated packaging design strategies.

키워드