고객경험(CX) 확장을 위한 향수 시향지(試香紙) 디자인에 관한 연구

Recently, fragrance blotter which the first things people come across when purchasing perfume has also shown various changes in design. Currently, research based on customer experience is increasing at the corporate and brand level, so it is time to study customer experience elements of the fragrance blotter design that can be linked to product purchase. In this study, to propose fragrance blotter design strategy that makes who wants to keep it for expanding the customer experience. because the fragrance blotter has a number of touch points of customer experience, including receiving, visiting the store in person, smelling the product, spraying it on the body, and purchasing it. The research method summarizes prior research on customer experience characteristics and perfumerelated design elements, analyzes common characteristics and correlations, and collects currently distributed fragrance blotter for each type (Apparent, Symbolism, Emotionality, Functional, Information). In order to secure objectivity in the classification of types, in-depth expert interviews and expert surveys were conducted three times with design experts to check the suitability of research models and general customer questionnaires for case analysis. The survey was conducted by classifying it into a group of experts in the design field and a group of consumers. As a result of the study, factors affecting the expansion of customer experience by design type were derived. The symbolic type is effective if both brand and product awareness are high, but if the product’s awareness is low compared to brand awareness, it is difficult for consumers to recognize it.
Therefore, exposing the shape of a product to a fragrance blotter or expressing the concept of a product, such as Apparent, and Emotionality type, expands customer experience. In addition, the types of fragrance blotter classified as functional and information that provide various information such as scent notes and QR codes have expanded the customer experience so that they can be converted into potential customers even if purchases are not made immediately. Through this study, it was found that various factors that can expand the customer experience should be secured in the elements of the design expression of the fragrance blotter to be kept. In the future, it is hoped that the design of the fragrance blotter will be used as basic data to increase favorability and awareness of the brand, promote unknown brands or products, and connect to actual purchases.