중국 전통문화를 활용한 코카콜라 패키지 디자인 요소의 연구

초록

This study explores in depth the impact on consumers when Coca-Cola integrates traditional Chinese cultural elements into its package design in the context of the Chinese market. Over the period from 2006 to 2024, seven Coca-Cola can designs incorporating themes symbolizing traditional Chinese festivals, such as the Year of the Dragon and the Year of the Rabbit, as well as design elements related to traditional architecture, crafts, and folklore, were analyzed. Additionally, this study was conducted in conjunction with consumer research. The analysis results confirm that these traditional cultural elements strengthen the emotional connection between the brand and consumers and effectively enhance the brand’s cultural depth and market appeal. This study suggests that appropriately incorporating traditional cultural elements into brand package design can enhance consumer brand perception while delivering profound cultural value. This finding serves as a valuable reference for future brand design strategies. Furthermore, it indicates that design strategies reflecting local cultures in the global market can contribute to strengthening brand competitiveness and proposes the necessity of comparative analysis incorporating diverse cultural backgrounds and design trends.

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