지역 정체성 강화를 위한 패키지디자인에 관한 연구- 항저우 노정호를 중심으로 -

초록

With economic growth, consumers increasingly demand aesthetic and cultural value, yet Longjing tea packaging in Hangzhou lacks cultural expressiveness and regional identity. This study applied the visual language of Chinese landscape painting through literature review, expert FGI, and a large-scale consumer survey, analyzed with Cronbach’s α, repeated-measures ANOVA, and Bonferroni post-hoc tests. The proposed redesign scored significantly higher than the existing package in brand recognition, originality, appreciation of traditional culture, regional identity, and purchase intention, with especially strong responses among consumers in their 30s and over 40. This research contributes to design methodology by showing how qualitative cultural analysis and quantitative evaluation can be integrated. The findings offer a replicable framework for applying traditional visual heritage to modern packaging across markets. The study confirms that traditional elements can enhance both regional and brand identity; academically, it links traditional aesthetics with modern design, while practically offering strategies to strengthen competitiveness and cultural value. The design process used the researcher’s own sketches with AI as a supplementary tool. Nevertheless, the scope was limited to one brand and region, suggesting future studies broaden to diverse product categories and contexts. Longitudinal research is also needed to verify the durability of consumer responses, providing deeper insight into cultural integration in packaging design.

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