밀레니엄 세대와 Z세대를 위한 효과적 라벨 디자인 시각 요소에 관한 연구 -해외 과일 맥주 브랜드를 중심으로-

Abstract

New consumer groups with increased purchasing power (millennials and generation Z) have distinct personalities and experience-oriented consumption characteristics. Chinese beer companies have launched a variety of fruit beer products, but the pace of market development is rather slow. The purpose of this study is to investigate the characteristics of overseas fruit beer label design and to present a visual marketing targeting new consumer groups in Chinese fruit beer label design. As a study target, foreign fruit beer brands consumed by new Chinese consumers in 2020 announced by Tmall Data were selected. After examining the theoretical background of overseas fruit beer and label visual elements, visual characteristics were analyzed based on five visual elements.The research results show that foreign fruit beer brands have different cultures, and the logotype is a major visual element that enables communication with new consumers. Color uses high saturation to arouse consumer interest. The layout is expressed in a symmetrical arrangement, and important visual elements are placed in the upper middle of the label. The illustrations of the five overseas fruit beer labels were not prominent, and only the Tempt label was focused on using illustrations a lot. The form of the label attracts consumers' attention according to the change of the location where it is attached, which can lead to a brand differentiation strategy. This paper intends to provide advice on visual marketing targeting new consumer groups to Chinese fruit beer companies through the analysis of overseas fruit beer labels.