브랜드 감성 강화를 위한 패키지디자인 개발 연구- 중국 마오타이 아이스크림을 중심으로 -

Abstract

Brand loyalty is pivotal to a company's economic value, and establishing emotional connections with consumers is a way to enhance it. Moutai ice cream's current packaging doesn't effectively arouse consumers' emotional resonance with the product's deliciousness. This study aims to integrate emotional design into the packaging, enabling consumers to perceive the taste by simply viewing it, thus heightening consumer expectations and amplifying brand loyalty. The study scrutinizes the top six ice cream brands in China's market. It employs focus interviews and SWOT analysis to propose enhancements to Moutai ice cream's packaging design. The research emphasizes that emotional connections with consumers can boost brand loyalty. Emotional design should meet both aesthetic and functional requirements of packaging, and it should stimulate emotional resonance with consumers. Using imagery is an effective tool to generate such resonance. The research found that the main difference between packages using emotional design and traditional ones is the incorporation of ice cream and milk imagery. This use of imagery in the emotionally designed package allows consumers to anticipate the taste, building consumption expectations and improving brand loyalty. This is an effective strategy within emotional design to create emotional connections between the product and the consumer, and it can augment brand loyalty.