After the human society has turned into a consumer society, people purchase products to pursue fantasies, not to meet the requirements of daily life. The medium which aggravates indiscreet consumption is surely advertising. All the businesses advertise numerous kinds of products, and consumers get seduced to spend money, use materials and waste energy. What plays an important role in this phase is In-Store advertisings, particularly, Point-of-Purchase (POP). The purpose of the POP accelerating more waste goes against the goal of sustainable development which pursues less waste through less purchasing. To solve this inconsistency, a new point of view for sustainability of POP is necessary beyond recycling or reusing materials.
This study focused on the circumstances in discount mass merchandising stores which are a larger percentage of the overall channels for spending of current household economy. It is necessary to establish guidelines to design sustainable POP that frequently get changed according to promotional themes or seasons at each retail store by the head office. To establish design guidelines through case studies, four major functions of POP were clarified. A survey was conducted with customers to assess degree of functional fulfillment of the every collected case. Then fifteen POP design methods to reduce environmental impacts were derived and modified to settle problems in current POP usage in discount mass merchandising stores and to optimize circumstantial features. Revised design methods were organized on a table of sixteen cells with two axes of functions of POP and objects to be utilized. Every cell in the table has two aspects; a functional objective of design to perform as POP and an applicable means to ensure sustainability. As a consequence, designers would be able to use the table as guidelines for designing sustainable POP.
Finally, effective value of the guidelines was evaluated by applying to an actual process of POP design example for dairy products using secondary packaging. The suggested example is POP which can be consumed and disappeared as secondary packages by consumers’ necessity.
This research and the guidelines can be summarized as a strategy to promote less waste through less production. It would be able to reduce repetitive waste by discouraging additional POP installations which frequently replaced by another. Furthermore, the guidelines of this strategy can be more useful and practical by increasing cases. Then, finally, it would have a potential to be generally applied to POP under diverse circumstances.
소비 사회로 진입한 이후 필요가 아닌 환상을 추구하기 위한 소비가 지속되었으며 끊임없는 광고들은 소비자로 하여금 지출과 자원 및 에너지 낭비를 유도한다. 더 많은 소비를 조장하는 매장광고, 특히 POP (Point-of-Purchase)의 목적은 적은 구매를 통해 적은 낭비를 추구하는 지속가능성의 목적과 상반된다. 이 불일치 해결을 위해 POP의 지속가능성에 대한 새로운 시각이 필요하다. 본 연구는 현대 가계지출의 상당한 부분을 차지하는 대형마트에 초점을 맞추고, 잦은 교체가 이루어 질 수밖에 없는 POP에 대한 지속가능한 디자인 가이드라인이 수립이 필요한 것이다.
사례분석으로 발견한 환경영향력을 줄이는 POP 디자인 방법은 판매환경에서 필수적으로 존재하는 요소들을 활용하여 프로모션효과를 높이면서도 부가적인 자원소모량 감소를 통해 폐기량 감소전략을 취하였는데, 이 방법들은 두 가지 축에 의해 재배치되어 활용도를 높였다. 우선 본 연구가 기능에 따라 재분류한 POP 사용목적(주의끌기, 정보전달, 분위기 연출, 진열)에 따라 선택적으로 활용할 수 있도록 하였으며, 또 하나의 분류 축으로는 그 활용대상(제품활용, 패키지활용, 환경활용, 재활용)이 이용되었다.
POP 제작과 사용에 있어 본 가이드라인은 현재 과다사용에 의한 효과저하 문제를 해결하고 환경과 프로모션의 합당한 절충안을 제시할 수 있을 것이다.
