커피 패키지 디자인의 시각언어가 소비자의 미각 판단에 미치는 영향- 루이싱 믹스 커피를 중심으로 -

Abstract

The Chinese coffee market is developing rapidly. Due to its portability and easy substitution, mixed coffee has occupied a major position in the Chinese coffee market in terms of sales. How the Luckin Coffee brand can continue to win the trust and love of consumers in a fiercely competitive environment is a question needs to be discussed in this study. The purpose of this study is to explore whether the visual language of mixed coffee package design affects consumers' coffee taste judgment, and to propose an effective Luckin Mixed Coffee renewal design. The research method is based on a theoretical review of previous research and literature, and a specific comparative analysis of excellent coffee brand cases, which led to the proposal of a renewal design for the package design of Luckin coffee in China. Besides, this was evaluated through a questionnaire survey and a final solution was selected. To this end, this paper studies the characteristics of vision and taste, and analyzes the relationship between visual language and taste design in the field of packaging. By analyzing the package design of existing famous coffee brands, it is pointed out that there is a disadvantage in the taste implication of the current package. In addition, 20 coffee package sketches were presented. Two drafts were selected and supplemented among them, and design preference analysis was conducted through a survey, and drafts with taste implication in images and colors were finally selected. This research draws a conclusion by changing the color and image of Luckin Coffee's mixed package, if consumers can match the coffee taste with their own expectations, it will stimulate customers' desire to buy.