근거이론과 결합한 S-O-R 기반 지역 ‘국조’ FMCG 패키지 디자인 모델 요소의 유효성 검증에 대한 연구

초록

With the emergence of new “Chine Fation” brands in Changsha, such as ‘Sexy Tea’, ‘Heise Jingdian’, ‘Momo Desserts Bureau’, and ‘Wenheyou’, brands themselves have become an important part of the city's charm. These popular brand shops attract a large number of tourists and consumers, while creating a strong brand influence and viral effect through online and offline interaction. This not only drives local economic development, but also enhances the development of local tourism. This study aims to establish a model of regional nationalized FMCG package design elements, provide professional theoretical support for designers and brands, and promote the design innovation and commercial use of traditional culture. Through literature review and field research, the concepts and relationships of region, nationalization trend and FMCG were clarified, and qualitative research methods were used to interview 40 domestic and foreign consumers with experience in purchasing FMCG products in Changsha. The interview data were coded at three levels using rooting theory to organize the visual elements of regional and national trend FMCG packaging; the S-O-R theory was used to analyze the correlation of the elements; and finally, the relationship between the elements was verified by using attribution analysis(OLS). The results of the study showed that six influencing factors play an important role in the packaging design of regional national trend FMCG products: region, style, color, text, culture, and emotion. This study provides a new perspective on FMCG packaging design and a theoretical reference model for designers, consumers, and companies.

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