패키지디자인의 캐릭터 사용이 소비자 구매 의도에 미치는 영향- ‘어니스트바이트’ 애완동물 사료패키지 리뉴얼 디자인을 중심으로 -

초록

The pet market is expanding due to the increasing number of households that consider their pets to be family members. Pet food, which accounts for the largest portion of pet product consumption, emphasizes package design to impress consumers. Characters are an important visual element of package design, stimulating potential emotional resonance with consumers and influencing their purchase intentions. The ‘Honestbite’ was selected as the subject of this because its product competitiveness is relatively weak and its distribution network is not optimized, and the purpose of this study is to explore the direction of developing effective pet food product package design by utilizing characters in product package design. The top six Chinese pet food brands in 2023 by iiMedia Ranking are compared with ‘Honestbite’. Based on the literature and package design case analysis, we identify the characteristics of characters and how they can positively influence consumers' purchase intention. Two design directions were selected from the packaging renewal plan using the character, and select the design with the highest satisfaction level through a survey as the final design. The results of that both design options using characters received higher scores than traditional packages. By applying characters to package design, it is easier to meet consumers' emotional needs through elements such as friendly images, actions, and clothing. Characters can help make products more acceptable to consumers, which can increase product sales and brand influence.

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