6차 산업형 농촌관광마을 활성화를 위한 농업인 공급자 농특산품 포장디자인 의식 분석 (Sixth industry provider of rural tourism village farmers for activation analysis of agricultural ritual specialties package design)

서지정보

· 발행기관 : 한국기초조형학회
· 수록지 정보 : 기초조형학연구 / 15권 / 2호 / 571 ~ 581페이지
· 저자명 : 진혜련, 조록환

초록

현재 농촌관광마을의 농특산품 포장디자인 현황은 기본 포장완성도가 낮거나 마을정체성이 결여된 포장디자인을 이용하는 것이 대부분이며 농촌관광마을 경제적 특성 상 비용부담 등으로 인하여 농업인 공급자 주도하에 포장디자인 되어 판매되고 있다. 이에 본 연구는 농촌관광마을에서 농특산품을 판매하고 있는 농업인 공급자 200명을 모집하여 현재 농특산품 판매현황과 포장디자인에 관한 의식을 조사 분석 하였다. 그 결과 발효류(21%), 가공류(21.5%)가 가장 많이 판매되고 있었으며 판매기간은 5년-10년 미만(52%), 1년내내 판매(71%)하는 것이 가장 많았다. 현재 판매하고 있는 용도는 일반판매용이 85%로 높게 나타났으나 필요한 용도는 택배용이 63.5%로 높게 나타났다. 현재 포장디자인의 만족도는 1.5%로 매우 낮았으나 포장디자인의 필요도와 중요도는 80.5%, 83.5%로 매우 높게 나타났다. 디자인특성은 지역성, 호감성, 편리성을 중요하게 의식하는 것으로 나타났으며 현재 농특산품 포장디자인 감성이미지는 소박한, 촌스러운, 담백한 이미지를 나타내는 반면 선호하는 감성이미지는 세련된, 깨끗한, 현대적인 것으로 나타났다. 포장디자인 교육여부는 26.5%가 관련 교육을 받은 적이 있으나 교육의 만족도는 매우 낮았으며 향 후 교육 참여의향은 95.5%로 높게 나타났다. 본 연구결과를 통해 농특산품 포장디자인의 농업인 공급자 의식과 높은 교육 의지을 파악하였으며 농업인 의식제고를 위해 농업인이 실제적으로 활용할 수 있는 눈높이에 맞는 수준별 농업인 농특산품 포장디자인 교육연계방안을 마련해야 함을 제안하고자 한다.

영어초록

At present, the Package Design for the special agricultural products of rural sightseeing villages is of low basic-package completeness or most of them lack the proper identities of those villages. Furthermore, due to the high cost for designing resulting from their economic features, the products are packed mostly by their suppliers themselves. Accordingly, this study has researched and estimated the awareness of Package Design and the current sales status of their agricultural products through the survey with 200 subjects (agricultural product suppliers) who are selling their products at the agricultural sightseeing villages. The study revealed that the fermented (21%) and processed (21.5%) products were sold the most and that their sales period was all year round (71%), which was the highest, and 5 ~ 10 years (52%), the second highest. Among the purposes of those products which are being sold currently, that of general sale was the highest with 85%, while the purpose of home-delivery service among needed purposes was the highest with 63.5%. The level of satisfaction with the Package Design was very low with 1.5% while its necessity and significance were very high with 80.5% and 83.5% respectively. The research on features of designs showed that they thought regionality, positive feeling and convenience very important. The study has found that while the emotionality image of their current Package Designs was plain, rustic and simple, that favored by consumers is refined, clean and modern. 26.5% of them have been educated for packing but their satisfaction with the education was very low with 26.5%. However, their intention to take the training course was found to be very high with 95.5%. Through this study, the suppliers’ awareness on Package Design of special agricultural products and their strong will to be educated have been appreciated. Consequently, the results of this study suggest that the plans to educate the farmers on the Package Designing for special agricultural products based on their situation, which can be practically utilized, should be established for the promotion of their awareness on the Package Design.

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