감성 디자인 이론에 기반한 모아레 애니메이션 적용 백주 패키지 디자인 : 산시 펀지우 패키지 디자인을 중심으로

초록

As the consumer market shifts from functional value to emotional experience, emotional design is becoming increasingly important in packaging design. Grounded in Norman’s three-layer theory of emotional design (the instinct layer, the behavioral layer, and the reflective layer), this study introduces Moiré Animation into Chinese Baijiu packaging to explore its potential for enhancing visual attraction, user experience, and brand recognition. Using 2025 data from major offline supermarkets and online platforms, the study conducts case analyses of the top ten Chinese Baijiu brands and a SWOT analysis of the current Shanxi Fenjiu packaging. It also applies FGI (Focus Group Interview) consumer research, design concept development, questionnaire design, and design experiments to systematically examine the current limitations of Baijiu packaging and propose an innovative strategy that integrates Moiré Animation to strengthen emotional experience. The results of the consumer comparison survey show that the design scheme applying Moiré Animation received higher evaluations than the original packaging across key indicators such as visual attraction, user experience, brand recognition, and purchase intention. In addition, the dynamic visual expression enabled by Moiré Animation enhances the visual appeal and interactive experience of the packaging while strengthening the emotional connection between consumers and the brand. This study proposes a new design direction for enhancing emotional experience and applying dynamic visual expression in traditional Chinese Baijiu packaging.

키워드