소비자의 감정 공감을 자극하는 명절 선물 패키지디자인 리뉴얼 제안- 다오샹춘 월병 선물패키지를 중심으로 -

Abstract

As a way to communicate emotions in social interaction, holiday gifts have attracted more attention from consumers for their emotional value conveyed through packaging design. The packaging design triggering consumers' emotional response helps products stand out in markets. Although Daoxiangcun has a large market share, its packaging is homogenized in the market, failing to establish emotional bonds with consumers. The purpose of this study is to update the packaging design of Daoxiangcun mooncake gift box to arouse consumers' emotional resonance for Mid-Autumn Festival, improving the brand's competitiveness. Six representative mooncake brands among the top 10 in China were selected as the research scope. The research method was to conduct theoretical investigation through preliminary research, and analyze the packaging design characteristics of well-known Chinese mooncake brands, providing the direction for updating. Positive emotional resonance has a significant effect on enhancing consumers' memory and sense of identity toward brands. Therefore, triggering consumers' association with emotional experience through visual elements is an effective means to deepen consumers' impression and enhance consumers' loyalty to the brand. The results show by updating the packaging design of Daoxiangcun mooncake gift box, it can strengthen consumers' association of Mid-Autumn Festival and expand consumers' emotional resonance, helping to improve the brand's competitiveness.