밀크티 브랜드 로고의 시각적 요소 비교분석 -중국시장 점유율 Top 10 브랜드를 중심으로-

초록

As the Chinese economy developed and consumers' concepts of life changed, milk tea gradually became an indispensable factor in people's lives. However, as it developed rapidly, there were many problems. Based on this fact, the top 10 brands in the Chinese market share are selected and each brand logo is visually analyzed. The first method of research is to shapes, fonts, colors, and arrangements as visual elements of the brand through prior research and bibliographic analysis on the brand logo. Second, the milk tea brand logo is analyzed through the selected visual elements. Third, based on the analysis results, a questionnaire is completed and an online questionnaire is conducted to investigate consumers' preferences for each brand's visual elements. The results of this study show that the problem of homogeneity of visual elements of each brand is serious and brand awareness is too low. Brand identity and differentiation were secured based on symbolic visual elements excluding individual brands. In conclusion, in order for Chinese milk tea brands to be recognized by consumers and avoid homogenization problems, they should actively use personalized visual elements to create differentiated brand designs.

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