중국 고추장ﾠ제품 라벨디자인의 선호도 연구 -중국의 7가지 고추장을 중심으로-

초록

The purpose of this study is to understand the preferences of chili sauce label design and suggest the direction of competitive chili sauce label design through visual element analysis of chili sauce label design and consumer surveys. Through this, it is intended to satisfy the tastes and desires of consumers and to help the development of chili sauce design in the future. Therefore, in this study, the consumer preference of chili sauce label design was analyzed on a Likert 5-point scale through a survey focusing on brand logos, colors, illustrations, and layouts, which are visual elements. According to the research results, the label design of the red pepper paste brand in the Chinese market is relatively simple and weak in differentiation, and most brand designs are similar and lack brand-specific characteristics. In particular, in the case of illustrations, the expression of illustrations currently used by chili sauce is relatively single. In terms of label design, consumers prefer ‘luxury’, ‘fashion’, and ‘cultural-looking’ designs, and this requires chili sauce brands to develop high-profile label designs according to their own brand concepts and culture to meet consumer needs. In a market environment where competition will accelerate and become fiercer in the future, the results of this study are expected to help the better development of the chili sauce brands.

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