Z세대 주목성 확장을 위한 기능성 음료 패키지 디자인 연구- 중국의 ‘비명’ 기능성 음료를 중심으로 -

Abstract

As the consumer market becomes younger and more competitive, undifferentiated package designs will not attract the attention of Geneneration Z consumers. The objective of the study is to increase brand attention with functional beverage package designs favoured by Gen Z through differentiated design strategies. The scope of the study is to benchmark the top 10 brands in the "Most Valuable Functional Beverage Brands of 2024" published by Brand BevRank, an authoritative valuation agency. The research methodology aims to identify the components of visual attention-grabbing design and the design preferences of Gen Z, and to explore design directions that can attract Gen Z attention. After investigating the current status and characteristics of package design, we analysed the characteristics of the product through SWOT analysis, and based on this, we proposed a package design plan using artificial intelligence tools. The results showed that after designing the screaming functional beverage package using visual attention factor and AI tools (Midjourney), the final design scheme 1 received higher scores in four evaluation factors than the existing package. It showed a significant improvement in attention for Gen Z consumers. The creative illustrations and strong colour contrasts in the package design seem to have piqued the interest of Gen Z consumers. By exploring the potential of AI in the process of innovative package design, this study can provide important practical value to the design industry, which requires a variety of package design outputs.