ABSTRACT
Categorization is very important for product design. Consumer`s emotion become different according to a type of categorization, so design concept and design elements must be combined differently with difference of the emotion. Specially, categorization process is necessary if nowadays product line is enlarged, and a product differentiation is not clear. That is, designers decide on correct categories and a design concept based on similarity of emotion and have to provide to consumer-oriented design. The purpose of this study is to provide a design direction for Korean traditional sauce products after extracting consumers` sensitivity from the whole image of Korean traditional sauce and each images of the sauces-Korean hot pepper paste, soybean paste, fermented soybeans paste, SsamJang, and soy sauce- and deciding categories of the each sauces based on the extracted sensitivities` similarity. In the result of this study, we knew that Korean traditional sauces didn`t differentiate from consumers` preference images. In our empirical research, the research - emotional image survey on sauces - have conclusion that emotional image of "well-being", "tasty" have positive influence, but emotional image of "messy and dirty", "smelly" have negative influence. Therefore, we suggest that positive emotional images like "tasty" should be emphasized, but negative emotional images like "messy" should be eliminated for design and marketing strategy of Korean traditional sauces. This research will suggest the guideline for product design with respect to academic aspects and working-level aspects.
keyword : 범주화, 한국전통장, 소비자반응모델, 감성이미지, Categorization, Korean traditional sauce, consumer response model, emotional images
