중국 저칼로리 젤리 제품의 패키지 디자인 시각요소 분석 연구

초록

With the improvement of living standards, people’s health awareness is also increasing, and the number of brands launching low-calorie and low-fat products on the market is also increasing. The purpose of this study is to provide future design directions that can better express the characteristics of low-calorie products to consumers. The research method is to analyze the packaging design characteristics of low-calorie jelly products based on the brand logo, color, illustration, and layout among the visual elements of the packaging design of the top 10 brand products sold on “Taobao”, the largest online shopping mall in China.Through questionnaire survey and 5-point Likert scale, collect and analyze consumer feedback on packaging design of low-calorie products. The results of the study show that the package of low-calorie jelly products sold in the Chinese market was not clearly located, so the brand name was relatively hard to see, and the image components of the illustration were similar, so the difference was weak in package design. According to the results of the questionnaire survey, respondents prefer designs with large color differences and easier identification through numbers. In addition, the packaging design elements of low-calorie jelly and ordinary jelly products are relatively weak, and the failure of some products to convey the characteristics of low-calorie products to consumers is also a major disadvantage. Respondents believe that the typography that highlights low-calorie features is an important factor in distinguishing low-calorie jelly products from ordinary jelly products.Therefore, in order to better convey the “low-calorie” message to consumers and guide consumers to make purchases, future low-calorie jelly brands should focus more on better improving the outer packaging design with low-calorie features.

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