ScholarWorks@중앙대학교

초록

This study examines how visual elements in energy drink packaging influence consumers' flavor expectations in the Chinese market. Grounded in Crossmodal Perception Theory, the research analyzes five key visual elements—color, typography, illustration, layout, and form and material—to investigate their expressive characteristics and psychological effects within energy drink packaging. A mixed-method approach combining literature review, case analysis, and a consumer survey was employed to empirically identify cross-modal associations between visual cues and flavor perception. The results indicate that consumers form clear flavor expectations prior to consumption based on visual cues presented on packaging. All five visual elements exhibited significant positive relationships with flavor expectations. Among them, illustration and material demonstrated the strongest effects. Dynamic illustrations, character imagery, metallic gloss, and matte textures functioned as powerful visual cues that strongly evoked perceptions of energy and stimulation. Color and layout also reinforced positive flavor expectations related to freshness and professionalism. Typography showed a relatively weaker influence; however, it still contributed to consumers' associations with flavor intensity and smoothness. Overall, the findings confirm that visual elements in energy drink packaging play a critical role in shaping pre-consumption flavor expectations. This study provides foundational insights for visual-driven sensory experience design and offers practical implications for the development of strategic packaging design in the energy drink industry.

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