캉란（康然）땅콩의 흥미성 유발을 위한 패키지디자인 리뉴얼 연구

Abstract

In modern society, people's living standards are constantly improving, and snacks are gradually gaining attention and welcome. Modern consumers who want differentiated snacks are trying various marketing strategies to revitalize their brands. The purpose of this study is to propose a redesign of "Lecture Peanut", an interesting snack. The scope of the study is an in-depth case study and quantitative research on eight global peanut leisure brands with high sales. The research methodology was a theoretical examination through preliminary research and literature, and the empirical case study was a comparative analysis method of domestic and international brand packaging design characteristics to propose interesting designs based on pre-improvement and SWOT analysis,And further deepen the design proposal. The post-comparison, with 188 subjects from Korea and China, was analysed in a five-dimensional questionnaire evaluation of interest, attention, uniqueness, personality, aesthetics and attention. The analysis showed that the combination of visual elements of interest positively influenced the interest of snack food consumers. Based on the results, we renewed the design according to layout, photos, and colors, using consumer interest as a design method. The evaluation results showed an overall improvement. The design features are clean layout and harmony by applying interesting illustrations and vivid colors. It is expected that the renewal of the package design of "Kang Lan Peanut" will add interest and trigger consumer demand for consumption. Therefore, brand awareness and sales can be further increased.