헤어 케어 브랜드의 인지도 향상을 위한 패키지디자인 리뉴얼 연구- 중국 '벌꽃(蜂花)'브랜드를 중심으로 -

Abstract

The ‘Bee Flower’ is the first popular hair care brand in China. Now, the market competition among brands has become fierce, and the package design of 'Bee Flower' is not in line with the aesthetics of young consumers, resulting in a clear decline in sales volume and influence. The purpose of this study is to design a package to enhance the brand awareness, and derive a new design by referring to the package design of products in the top 10 of representative hair care brands in the sales volume ranking in 2022. The research method is a SWOT analysis of the existing package design based on literature survey and design case analysis. Twelve design sketches are presented according, and three of them are selected and refined, and the final design is finalized through a survey. Brand awareness is a consumer's understanding of a brand and product. The purpose of this study is to enhance the brand awareness of the 'Bee Flower' brand by strengthening the identification, memory and emotional connection of the target consumer through package renewal. As a result, the final prototype was rated higher than the existing package in all aspects by an average of 0.81 points. In particular, the use of the yellow-orange color scheme in the mockup was more popular. The redesign showed that a comprehensive use of brand-relevant shapes and colors can increase consumer attention and recognition. The package helps consumers understand the brand's characteristics and meets their expectations for visual impact, thereby increasing the brand's market sales and influence.