뤄쓰펀(螺蛳粉) 브랜드 로고의 시각적 요소 분석 -중국시장 점유율 10위 브랜드를 중심으로-

초록

In this paper, the market of the River Snails Rice Noodle in China began in 2016 and the sales revenue in 2023 was 66.99 billion yuan, up 11.5% from the previous year. Although the market is growing, problems with brands have been appearing more and more, and President Xi JingPing pointed out in a speech that the industrial development of River Snails Rice Noodle should continue on the path of branding. Therefore, by understanding the Chinese consumer's preference for the River Snails Rice Noodle brand logo, the design direction of the current River Snails Rice Noodle brand logo is derived. The method of the study is to select the top 10 River Snails Rice Noodle brands in the Chinese market sales volume and analyze the visual elements of each brand's logo. By searching previous studies, three visual elements of shape, font, and color are determined, and based on these three visual elements, a 5-point Likert scale is prepared and a survey is conducted to analyze the consumers’ preference for the Luosfun brand logo. In conclusion, we could see the consumer's preference for shape, typeface, and color. Consumers prefer up-down shape in their logo design, and use logos with characters, prefer traditional Chinese calligraphy handwriting than print, and prefer red and colorful color combinations.

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