커피 패키지 디자인의 시각언어가 소비자의 미각 판단에 미치는 영향- 루이싱 믹스 커피를 중심으로 -

초록

The Chinese coffee market is developing rapidly. Du e to its portability and easy substitution, mixed coffee has occupied a major position in the Chinese coffee market in terms of sales. How the Luckin Coffee bran d can continue to win the trust and love of consumer s in a fiercely competitive environment is a question needs to be discussed in this study. The purpose of this study is to explore whether the visual language o f mixed coffee package design affects consumers' cof fee taste judgment, and to propose an effective Lucki n Mixed Coffee renewal design. The research method is based on a theoretical review of previous research and literature, and a specific comparative analysis of excellent coffee brand cases, which led to the propos al of a renewal design for the package design of Lucki n coffee in China. Besides, this was evaluated throug h a questionnaire survey and a final solution was sele cted. To this end, this paper studies the characteristi cs of vision and taste, and analyzes the relationship between visual language and taste design in the field of packaging. By analyzing the package design of exis ting famous coffee brands, it is pointed out that there is a disadvantage in the taste implication of the curre nt package. In addition, 20 coffee package sketches w ere presented. Two drafts were selected and supplem ented among them, and design preference analysis w as conducted through a survey, and drafts with taste implication in images and colors were finally selected. This research draws a conclusion by changing the col or and image of Luckin Coffee's mixed package, if co nsumers can match the coffee taste with their own ex pectations, it will stimulate customers' desire to buy.

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