신중식 차 음료 브랜드 로고의 시각적 요소에 관한 연구 -중국시장 점유율 Top10 브랜드를 중심으로-

초록

Chinese tea culture has a long history, and in recent years, the tea industry in China has continuously developed. In particular, Neo-Chinese style tea beverages have become increasingly popular. It is projected that by 2025, the market size for Neo-Chinese style tea beverages will expand to 250 billion yuan. These tea beverages have garnered widespread attention not only for their products but also for their design; however, research on the logo design of Neo-Chinese style tea beverages is still relatively lacking.Therefore, this paper focuses on Neo-Chinese style tea brands and explores consumer preferences regarding the visual elements of logos, such as shape, font, and color, to provide direction for the development of logo design in this sector. The research method involves selecting the top ten brands in terms of market size for Neo-Chinese style tea beverages and analyzing the visual elements of each brand’s logo.Through preliminary research, three visual elements—shape, font, and color—were selected for the logos. Hypotheses were developed around these elements, and a 5-point Likert scale was created for consumer preference surveys. Ultimately, the study aims to determine consumer preferences and improvement needs regarding shape, font, and color. The findings reveal that consumers prefer logo designs that combine graphics with fonts and include human figures. In terms of font, they favor serif fonts and calligraphy styles, while for color, they prefer shades of red and logos with background colors.

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