감성 강화를 위한 왕로길 차 음료 패키지 리뉴얼디자인 연구

Abstract

As living standards and health awareness rise, tea beverages that boost immunity are increasingly popular, leading to rapid market expansion and greater diversity in consumer choices, yet also intensifying brand competition. In the age of emotional consumption, the key for a brand to stand out is to fulfill consumers' emotional needs. The Chinese tea brand Wanglaoji, currently facing stagnant growth, needs to inject new vitality through emotional design. The aim of this study is to provide consumers with a richer emotional experience and enhance their purchase intent through the redesign of Wanglaoji's packaging, while also boosting the brand's own competitiveness. The research covers the top six tea beverage brands from the 2023 China Customer Satisfaction Index. Methods include theoretical exploration, case analysis, market positioning, and current packaging assessment, as well as validating the redesign through surveys. Emotional design aims to enhance product appeal by meeting consumers' emotional needs, thereby influencing their purchasing intentions. The findings show that the emotional elements in the redesigned packaging provide a richer emotional experience compared to the baseline, significantly increasing satisfaction and purchase intentions. This underscores that enhancing the emotional expression of packaging is a crucial strategy for attracting consumers and enhancing brand competitiveness. This study aims to provide effective references for similar packaging designs and their market application.