에너지바 제품의 패키지 디자인 시각요소 분석 연구 -중국 시장점유율 상위 10개 에너지바 제품을 중심으로-

초록

After China's rapid economic growth, the outbreak of the new coronavirus led to people paying more attention to sports and maintaining a healthy lifestyle. Consequently, more and more brands have launched various energy bar products. In addition, visual elements are an important part of packaging design, which can help designers deeply understand the visual language of packaging, attract consumers' attention, increase sales, and convey brand image and values. At present, the existing energy bar product packaging design in the Chinese market has the problem that it cannot be differentiated from the same type of products. The purpose of this study is to analyze the visual elements of energy bar product packaging design, and how to design energy bar product packaging in the future. Achieving differentiation provides effective design direction. The research method is to set the above 10 energy bar products with the market share in China in 2022 published by the famous Chinese brand website as the research object, based on the five visual elements of packaging design, brand logo, color, illustration, layout, and container shape. Analyze research objects. In addition, the Likert 5-point scale was used to set up a questionnaire to analyze the brand awareness and design preferences of Chinese energy bar consumers, and the data was analyzed using SPSS. The results of the study found that respondents believed that emphasizing functional vocabulary and digital nutrition facts in the packaging design of energy bar products are important factors to achieve differentiation from similar products and shorten the time required for consumers to identify products. Therefore, in the packaging design of energy bar products in the future, more attention should be paid to product functional vocabulary and digital nutrition labeling to improve the difference between products of the same type, guide consumers to make informed purchases, and improve product competitiveness.

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