패키지디자인의 시각적 요소가 소비자 감성과 구매의도에 미치는 영향- 중국 견과류 제품 중심으로 -

Abstract

As global exports of Chinese nut products continue to increase, companies face the challenge of catering to the preferences of foreign consumers. In order to secure the international competitiveness of Chinese nut companies, the purpose of this study is to present the direction of nut package design that can raise positive emotion of foreign consumers and increase their desire to purchase. The selected samples were investigated by the semantic differential method which can evaluate the human emotion. Based on the survey results, the primary component analysis was conducted by the statistical program(SPSS). In the end, I clarify the correlation between consumer’s emotion and purchasing intention by the canonical correlation analysis. The package design used high brightness color as the main color showed higher ‘simplicity’, On the other hand, package design used low brightness color as the main color showed lower ‘simplicity’. Package design used cartoon characters showed higher ‘originality’, On the other hand, package design used photorealistic images showed lower ‘originality’. In addition, purchasing intention showed the highest correlation with ‘simplicity’. In modern society, the global competition is more fiercer, if you fully understand the visual characteristics of package design, you can easily find accurate design points in the product development process, and it is useful to grasp the current status and competitiveness of company products.