인스턴트커피 패키지 디자인의 시각적 요소 비교 분석 및 제안

초록

Although the sales volume of the Chinese instant coffee market is growing rapidly, the sales volume of international brands in the Chinese instant coffee market is much higher than that of local brands. Since instant coffee is a functional beverage and consumers do not have high taste requirements, improving market competitiveness through package design has become a goal of many instant coffee companies. In order to provide suggestions for improving the package design of Chinese instant coffee brands, this article studies the instant coffee products of the top five Chinese brands and five international brands in terms of sales in China in 2022.We analyzed the visual elements of instant coffee package design, conducted a comprehensive comparative analysis, and provided opinions on how to improve the instant coffee package design of Chinese brands. To achieve the research objectives, this study conducted a theoretical investigation to understand the concepts, expression types, and visual elements of package design, and conducted a case analysis and comparative analysis of visual elements for 10 brands .Based on the results of the case analysis, the following conclusions are made to help consumers understand the product content. We recommend centering your brand logo, product name, and illustration from top to bottom, or left brand logo and product name. Brand logos and product names take up a large portion of the overall layout, helping consumers to recognize your brand and understand your products more quickly. The results of this study can be used as a basis for future research on consumer-centered instant coffee package design proposals.

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