ScholarWorks@중앙대학교

초록

This study aims to examine how Gestalt principles influence consumers’ information comprehension, perceived professionalism, trust, and purchase intention in the context of label design for Chinese protein powder products. To achieve this, a case analysis was conducted on labels of leading brands in the Chinese market, along with a questionnaire survey administered to 135 consumers aged 20 to 50 who expressed interest in protein powder products. The results indicate that all five Gestalt principles-proximity, similarity, continuity, closure, and figure-ground contrast-exert meaningful effects on consumer perception. Closer information arrangement enhances integrated understanding, while consistency in color, illustration, logo, and layout strengthens perceived professionalism. In addition, natural visual flow and structurally complete designs increase consumer trust, and clear figure-ground contrast improves the efficiency of key information recognition. Overall, this study empirically confirms the importance of visual information structure in protein powder label design and suggests that Gestalt-based design strategies can effectively contribute to strengthening consumer trust and purchase intention.

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