VMD구성요소에 대한 시지각과 선호정보 연관성에 관한 연구

Abstract

Recently, consumers have changed their minds to the idea of buying an image rather than simply buying a product. Looking at the local cosmetics market, prices and features used to be the main key competitiveness of products, but now building brand identity through communication that allows users to interact with customers rather than simply the product’s price and function is emerging as a major factor in selling products. In other words, consumers can be seen as buying a brand that forms emotional bonds with consumers beyond buying a product. This brand image, which forms emotional bonds with consumers, is closely related to the elements of VMD. To achieve the goal of VMD, Merchandising (activities involving product planning, product marketing, etc.) components of VMD, interior design, and display must interact appropriately. Among cosmetics sales spaces, the H&B store enhances the brand image that allows consumers to visit comfortably at any time without having to purchase the product by proposing a lifestyle to consumers and experiencing the product in person. Unlike individual cosmetics shops, the H&B store is a space with many brands and items on display, so VMD’s design is also being varied and built with designs that reveal brand identity. This study attempts to analyse the visual perception characteristics of consumers according to the VMD components of the H&B store space. These visual perception characteristics analyzed the eyes as they entered the store and extracted the main frequency by dividing the components of VMD into seven.