ScholarWorks@중앙대학교

초록

The nut market in China is growing quickly with the rise of the health consumption trend. But the market is still in the early stage of industrialization. Product similarity is getting worse. Many nut brands develop products using the term ‘100% nuts’, But there are limits in showing clear differences between products. This study examines the packaging design of ‘100% nuts’ products. It also analyzes how visual elements in packaging design affect consumers' purchase intention. The purpose is to suggest better packaging design to increase purchase intention. The study focuses on the top six ‘100% nuts’ products on Taobao, China's largest online shopping site. The packaging design was analyzed based on logo, color, layout, typography, and images. A questionnaire survey was conducted. The data was analyzed using SPSS 24.0 for frequency analysis, descriptive statistics, and correlation analysis. The results show that consumers care about health. Their purchases are based on functional purposes. When buying, they focus more on product quality and information on the package. Brand awareness has less influence. In the future, nut packaging design should highlight visual elements like numerical information, sans-serif fonts, cool-tone colors, and real product images. These factors can help improve consumers' purchase intention.

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