바이췌이링 브랜드 독창성 강화를 위한 패키지디자인 연구

Abstract

In today's globalised economy, more and more Chinese products are appearing in the markets of various countries, packaging has become a direct factor affecting brand image. In the market, cosmetic brands are showing a trend of diversification of demand and personalisation of image. With the changing times and increasing market competition, even PECHION, which once led the Chinese cosmetics market, has begun to suffer. The purpose of this research is a redesign of PECHION for brand original. The scope of the study is eight body lotion brands in the top eight of the 2024 body lotion brand rankings released by CHINAPP. The research method is theoretically reviewed through previous studies and literature data, and the empirical case study is a comparative analysis method for domestic and foreign brand package design characteristics, comparing before and after improvement, and presenting original design based on SWOT analysis. A five-dimensional questionnaire evaluation and analysis of vision, adaptability, aesthetics, modernity, and originality were conducted based on 150 targets in Korea and China. The most original draft is selected based on the analysis results. Results show that, as a way to strengthen brand originality, the body lotion design combines the cultural traditional graphics and patterns of Chinese ethnicity with modern design concepts to create a unique perception. The renewal of the PECHION package design is an attempt to strengthen the brand image and visual experience. It provides a visual reference for Chinese brands to go global while inheriting Chinese culture.