패키지 라벨디자인 시각요소의 브랜드 선호도 연구- 중국 유기농 간장 10대 브랜드를 중심으로 -

Abstract

Focusing on the visual elements of organic soy sauce brand label design, this research aims to identify the problems of brand label design, and to further develop the label design of organic soy sauce brands in China. In the design of organic soy sauce labels in China, a questionnaire survey was conducted on the label design of organic soy sauce, centering on the location and type of “logotype, color, illustration, layout, and label”. Consumer preference for organic soy sauce label design was analyzed using the Likert-five-point-scale. As a result of the survey, with respect to the brand label design, consumers put forward clear requirements for the distinction of product colors and illustrations. In the future direction of development, it is of vital importance for brand logo design to expand the differentiation between brands through logotype font design, color details, and the form of simultaneous use of Chinese and English. In terms of layout, the top-to-bottom layout is generally acceptable. As for the label position, the overall type was used by most brands. The research results show that there was no significant difference in the label design of organic soy sauce brands in the Chinese market. Additionally, in the label design of organic soy sauce, consumers preferred products with the umami, efficacy, and organic image of soy sauce. Through this research, I sincerely hope that we can develop more satisfactory organic soy sauce label designs for consumers in a competitive environment, and further develop the Chinese organic soy sauce market and its label design.