기능성 음료 브랜드의 주목성 향상을 위한 패키지디자인 연구- '외계인(Alienergy) 전해질 음료'를 중심으로 -

초록

As global market competition accelerates, product quality, functionality, and appearance have become standardized. As a strategy, manufacturers try to differentiate their package and increase the value of their brand, and this study aimed to study the relationship between the attention of package design and brand recognition. The study focused on visual design elements such as logos, colors, illustrations, and text as a means to increase the attention of functional beverages. The top 10 Chinese power brands were selected and analyzed, FGI, and a survey was conducted. The core of the study was to renew the packaging of China's "Alien Electrolyte Drink" to stimulate purchase intention and enhance brand competitiveness. We proposed 12 package designs of the drink package, and selected two complete designs and surveyed them. According to the survey, the final design received higher scores than the existing package in six aspects: aesthetics, attention, credibility, uniqueness, relevance, and functionality. The introduction of a skateboarding character conveys a youthful and energetic atmosphere, and the combination with the neon lines creates a strong visual effect that attracts consumer. We concluded that package plays an important role in shaping and reinforcing a product's brand image. In particular, we can summarize that in beverage packages, visual elements have an important impact, which can not only convey the taste and characteristics of the beverage, but also help to increase brand attention.

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