럭셔리 주얼리 패키지 디자인에 관한 비교분석 연구

초록

This study compares the package designs of three Chinese luxury jewelry brands ChowTaiFook, ChowSangSang, and LaoPuJinQi using five key elements: brand identity, consumer experience, aesthetic completeness, authenticity, and sustainability. A focus group discussion with six experts was conducted to develop survey items, followed by an online consumer survey with N=226 respondents. Reliability was confirmed (Cronbach’s α=0.916), and repeated-measures ANOVA revealed brand-specific strengths: ChowTaiFook in identity and experience, ChowSangSang in aesthetics and sustainability, and LaoPuJinQi in authenticity. Consumer experience emerged as the most critical factor, especially unboxing and tactile details. The study interprets packaging as a strategic medium that transforms brand experience into content and proposes strategic directions in identity, emotional experience, spatial storytelling, authenticity, and sustainability. Academically, it reframes packaging as content design, while practically offering guidelines for differentiated luxury brand strategies.

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