브랜드 인지도 향상을 위한 ‘대보(大寶)’ 화장품 독자적 패키지디자인 리뉴얼

Abstract

As the cosmetics market soars, competition is intensifying. China's Dabao, a brand with over 70 years of history in cosmetics has failed to differentiate itself from other brands due to package design problems, and its brand awareness has gradually declined. The research objective is to propose a redesign of the Dabao cosmetics package to improve brand awareness. The scope of the study is the representative products of the top 10 brands in the 2022 cosmetics Top 50 ranking released by an authoritative rating organization. Literature data and focus interviews were used for theoretical research, and representative package design cases of excellent cosmetics brands were analyzed to obtain an effective design strategy for the renewal of the Dabao cosmetics package. Brand awareness is a measure of how well consumers know, recognize, and remember a particular brand. We proposed a new logo design to improve brand recognition and created 12 package design sketches. We developed the three most preferred designs from these, which were then compared and analyzed with expert opinions to determine the final design. The brand recognition of the final design was 1.18 points higher than the previous package. The demonstrates the effectiveness of understanding consumer needs and incorporating unique form elements into the package design to improve the perception of the Dabao brand. This approach satisfies the public's aesthetic standards and ensures that the product meets consumer expectations.