신선도를 강조한 과일주스 패키지 디자인 리뉴얼- 중국 '후이위안' 브랜드를 중심으로 -

초록

Increasing consumer health consciousness is driving demand for fresh, healthy beverages, juice brands need to renewal design their packages to maintain competitiveness and market share. The purpose of this study is to design a fresh package for Huiyuan fruit juice to enhance consumers' desire to buy and rebuild the vitality of the brand. This study selected the top 10 brands in the world juice brand ranking published by the "World Records Association" and analyzed the current status and characteristics of their product packages. The research method is to build a theoretical foundation based on literature research, analyze the current situation of juice packaging in the Chinese market, and put forward the direction of renewal of Huiyuan fruit juice package design through previous research and SWOT analysis. Two proposals were selected from 12 design sketches, and a survey was conducted among consumers, and through statistical analysis of the data, proposal 1 was finalized. As a result, the package design, which combines the brand logo and text with product health information, using vivid colors and textured illustrations of fresh juices, was very effective in enhancing the freshness of the package and increased consumers' desire to purchase. Freshness is currently one of the most important factors that consumers value when purchasing juice, and this study not only contributes to increasing the sales volume and value of the Huiyuan brand, but also provides an important reference for the current fruit juice packaging industry.

키워드