The purpose of this study is researching domestic consumer’s perception and preferences for preserved flower to develope products. The basic questions about planning, design development and marketing of preserved flower product are asked to 160 included experts and non-experts of flower in the 1st survey. In the 2nd survey, intensive questions and customer’s preferences for product type and design elements (color, shape, species, material, fragrance etc.) are researched to the awared of preserved flower among 1st surveyed people. In aspects of product planning, the detailed product planning with well-awaring of the material characteristic of preserved flower is necessary, not concentrating on differences with natural flower products. In aspects of branding, diversifying the education and marketing of preserved flower itself is necessary, not differentiating among the other brand. And suggesting varied applications of preserved flower is seemed to be useful to expand its market, not concentrating on developing to high quality. In aspects of developing design, considering for various design elements is important when developing main mass flower. In case of filler flowers, having massive shape and balance with main is necessary to developing green leaves. In aspects of marketing, educating and marketing for preserved flower is seemed to be the most urgent priority for expanding its market, not designing and developing high quality products. Especially it is seemed to be necessary to secure some general marketing channel through mass media like advertise, newspaper and TV for the un-awared of preserved flower or uninterested in flower products. And to show various design applications and to improve design quality and maintenance of flower products is helpful to secure potential market.

화훼 산업 정체에 대한 대안으로 주목되고 있는 프리저브드 플라워의 브랜딩 작업의 일환으로 연구된 색채 감성 패키지에 대해 디자인 목적과 표현의 적합성을 검증해 보았다. 전문가 설문을 통해 디자인 컨셉 설정 측면에서 적합함을 도출하였으며, 후속 연구에서는 Elegant 언어에 대한 패키지가 의미를 가질 수 있음도 알 수 있었다. 디자인 표현에 있어서는 3개안에 대해서는 표현과 의도가 일치함을 도출하였고, 1개안의 경우는 패키지 디자인의 특성을 고려하여 의도적으로 표현 수위를 조절했다는 측면에서 볼 때, 표현의 적합도를 올리기 위한 점과 함께 설문 방법적인 면에서 보완이 필요하다는 점도 얻을 수 있었다.