ScholarWorks@중앙대학교

초록

This study focuses on Huanghelou (Yellow Crane Tower), one of the Four Great Towers of China, and explores the impact of visual elements in cultural product packaging design on brand awareness. With the rapid development of China's cultural industry, cultural and creative products have become key mediums for the innovative transmission and industrial transformation of traditional culture. However, the current designs of Huanghelou-related cultural products lack a systematic brand visual identity system, making it difficult for consumers to directly associate packaging designs with the ‘Huanghelou’ brand and its cultural symbolism.Grounded in the Brand Awareness Theory and Design Identity framework, this study establishes five research hypotheses based on five visual elements: logo, color, illustration, typography, and layout. A survey targeting consumers aged 14 to 55 was conducted, yielding 125 valid responses, and a five-point Likert scale was used to quantitatively analyze the influence of each visual element on brand recognition.The results indicate that color, illustration, and logo are the key visual elements enhancing the brand awareness of Huanghelou cultural products, while typography and layout serve as supportive and reinforcing factors. Effective packaging design should balance aesthetic expression and functionality, using visual language to strengthen brand uniqueness and foster cultural identity and emotional resonance among consumers.This study provides theoretical foundations and practical guidance for improving the visual communication and packaging design of Huanghelou cultural products, and offers valuable design strategies for the branding and global dissemination of Chinese traditional culture in the contemporary context.

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