견과류 패키지 내러티브 디자인 강화에 대한 연구- ‘바이차오웨이(百草味)’브랜드를 중심으로 -

초록

After the pandemic era is over, as the public becomes more concerned with health and wellness, awareness of the value of nuts is growing. However, due to the rapid growth of similar nut brands in the market, many companies are facing fierce market competition. The purpose of the research is to enhance consumers' interest in commodities and brands, enhance market competitiveness, and put forward a package plan to strengthen narrative design. The scope of the study is the top 8 brands of daily nuts published by CNPP Brand Research Institute in China in 2023. The research method is the main indicator of narrative design through related papers, professional books and online materials was derived. Analyzing brand package design cases from the perspective of visual narratives, presenting design proposals for 'BaiCaoWei' nut packages based on focus interviews and swot analysis. Through questionnaire survey, the two schemes with the highest satisfaction were selected as the final design. The two trial cases are compared and analyzed based on 5 aspects. As a result of the study, both of the two packages scored higher than the existing packages and confirmed that they could create new attractions to stimulate consumption. The conclusion is that the narrative theory can be extended to package design, so that product information and culture contained in the brand can be more easily understood and accepted by consumers and facilitate exchanges between consumers and products and enterprises.

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