ScholarWorks@중앙대학교

초록

In this paper, we explore the application of illustration in snack packaging design, focusing on the Chinese spicy snack brand Latiao (辣条). Due to recent changes in consumer lifestyles and the upgrading of consumption, the Chinese snack market is experiencing rapid growth, particularly in the demand for the spicy Latiao brand. In this context, packaging design has become an important element that goes beyond simple product protection to influence consumers' purchasing decisions. This study theoretically analyzes how illustrations can effectively convey brand image and product characteristics while enhancing consumers' emotional resonance, and it empirically reviews this. The results indicate that packaging design that includes illustrations strengthens the cultural symbolism of the brand, positively stimulates consumers' purchasing intentions, and effectively evokes emotional resonance among younger consumer groups. This study provides practical insights for innovation in packaging design and the establishment of brand marketing strategies in the snack industry. It is expected that in the future, creative and differentiated packaging designs that enhance emotional connections and cultural meanings will become increasingly important.

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