담배 브랜드 패키지 디자인의 시각적 요소 분석-중국 판매량 10위권 담배를 중심으로-

초록

Competition for each brand's cigarette sales is intensifying as China's tobacco market grows and annual spending per capita increases. Therefore, we would like to find out the difference between the sales of cigarette packages in traditional Chinese patterns and the sales of cigarette packages without traditional patterns. To this end, we understood the types of various cigarette packages, selected the top 10 tobacco brands in the Chinese market, and analyzed the visual elements of each brand's package. Prior to deciding on the brand elements, prior research on the package design of cigarettes on differences summarized a 7-point scale focusing on color, image, logo, font, and layout, and analyzed consumer preferences in cigarette package design. According to the analysis results, consumers prefer cigarettes with traditional patterns. In conclusion, in China's tobacco package design element, logos were found to be the most in need of improvement. Some cigarettes do not have a specific logo, so they need to strengthen the characteristics of the logo and increase brand awareness. The layout is generally a combination of three parts: top, middle, and bottom. The color is often used as a warm tone. The handwriting was often centered on Chinese characters. The colors were usually used as warm tones. The handwriting was often centered on Chinese characters. In conclusion, cigarette packages with traditional Chinese patterns in cigarette package design were found to be more helpful for sales than cigarette package designs that did not. Therefore, it is time to more actively introduce traditional Chinese patterns in the design of Chinese tobacco packages.

키워드