Research on the impact of maximalism expressive properties of packaging design on emotional consumption

In the rapid development of modern society, package design in various styles provides people with different visual experiences. In particular, unlike minimalists, consumers who value the collection tend to be more attracted to package design expressed as maximalism. Expression of maximalism plays an important role in arousing emotional empathy and inducing consumption of consumers. Therefore, this study aims to classify and study the expression properties of maximalism and make them the basis of package design research, and focused on the effect of maximalism expression properties on consumers' emotional consumption in package design. First, three expression properties of 'exaggerate', 'decorative', and 'mixture' were derived through prior research, and case analysis was conducted, and the effect of maximalism expression properties on emotional consumption was verified through questionnaire and statistical analysis. As a result of the analysis, it was found that the expression properties of maximalism had a significant positive (+) effect on consumers' emotional consumption as a whole. Among them, the exaggerate, decorative, and mixture of maximalism were all found to have a significant effect on aesthetic and hedonistic consumption among consumers' emotional consumption, and it was found that decorative did not have a positive effect on consumers' symbolic consumption. Therefore, it was suggested that in order to stimulate consumer emotions in the package design, the exaggerate and mixture expression of maximalism should be expanded, and the decorative proper expression should be expressed. Through this, we intend to provide a theoretical basis for the application of maximalism's package design in the future.