ScholarWorks@중앙대학교

초록

This study aims to investigate how the visual elements of package design in the Chinese spout pouch jelly market influence product perception and choice, and to analyze Consumers' design preference tendencies. Based on prior studies and market research, packages of major brands were comparatively analyzed with a focus on logo, color, illustration/character, and layout, and an online survey was conducted with consumers who had experience purchasing spout pouch jelly. The questionnaire items were measured on a five-point Likert scale, and response patterns were examined using SPSS through frequency analysis and descriptive statistics. The results indicate that Chinese spout pouch jelly packages share a highly similar layout consisting of a top logo, central information, and bottom illustration/character and comparable color schemes and image styles, revealing a high degree of visual homogeneity overall. At the same time, color is perceived as a key cue for inferring product flavor, while fruit illustrations and characters are recognized as elements that enhance first impressions and visual attention. Accordingly, the study suggests that, while the current use of color and illustration/character is a strength, brand identity should be further reinforced through more differentiated color strategies, distinctive character concepts, and clearer emphasis on the logo.

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