중국 제로 음료 라벨디자인에 대한 소비자 선호도 연구

초록

The purpose of this study is to help diabetic and overweight patients. The scope of the study is to identify visual factors preferred by Chinese consumers, focusing on the zero-drink label design. The research method analyzes consumer behavior of 231 adults in China. The 23 questionnaire online was derived using the self-administration method, and 231 data of the final sample were derived and analyzed again by SPSS statistical analysis ANOVA. The selection criteria for zero drinks are the highest sales in three Chinese shopping malls as of 2024, extracted from natural sugar, and compared with 7 products with similar price ranges. The research analysis is the six elements of visual design: brand image, logo color(main color, auxiliary color), handwriting(kellipography), graphic and illustration, and price. As a result of the study, visual factor accounts for 91.78%, which is the decisive purchasing factor of consumers in brand image. The most preferred color of the logo is drink No. 1, and the color is black. It was found that the preference of the design font was high. The logo thickness is preferred to be thick, and the logo ratio is about 25% of the total, and there is a difference only in product number 1, and there is no difference in visibility for the rest of the products. In terms of graphics and illustration, graphics using natural fruits and products that serve as subtle and clear backgrounds ranked first in sales rate and satisfaction. Most importantly, it was found that price was more important than design.

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