충칭 지역건축 특징을 활용한 산청맥주 패키지디자인

Abstract

With the boom of cultural tourism in Chongqing, Chongqing's food culture and architecture have become the core of Chongqing's tourism. As a local beer brand, Sancheng Beer needs to enhance the regional characteristics of its products by reflecting the regional architectural features in the product package design, which can make the beer a part of cultural tourism. The purpose of this study is to identify the expression forms of local architectural features in package design, propose a package design renewal of Chongqing Sancheng Beer with local architectural features, and compare and validate it with the existing package. For this purpose, 10 local beer brands currently distributed in local hypermarkets, Taobao Mall, and Jingdong Mall were selected for case analysis, and a SWOT analysis was conducted on the existing package design of Sancheng beer. Based on this, we proposed 12 sketch designs that incorporated local architectural features, and identified two sketches that were most preferred by consumers. A comparative analysis was also conducted to establish an effective renewal design strategy for the package design of Chongqing Sancheng beer. The results of the study showed that using graphics with local architectural features in the package design can enhance local characteristics. It can also give the product a deeper cultural meaning and background, and promote the dissemination and exchange of local culture. Consumers can feel a sense of regional identity during the purchase process, and companies can increase consumers' willingness to buy and gain an advantage in the market.