Pet Food 브랜드 로고의 시각적 요소 분석-중국시장 점유율 Top 10 브랜드를 중심으로-

Abstract

As the Chinese companion animal market expands, the annual expenditure per capita increases, and competition for the Pet Food brand is fierce year after year. Pet food brands around the world express their logo design as a visual means to preoccupy the Chinese pet market. However, prior research is insufficient. Accordingly, Pet Food brand in the Chinese market are selected, and the visual element analysis of each brand logo and the adjective image are tested. As for the research method, first, visual analysis elements are prepared through prior research and references on the brand logo. Second, we identify the current status and characteristics of the 10 brand logos selected as the Chinese market Pet Food brand share ranking. Third, the Pet Food brand logo is analyzed by shape, font, and color. Fourth, based on the analysis results, a questionnaire is written and an online survey is conducted. The collected questionnaires are statistics based on the results of the online (www.wjx.com) site survey. The results of this study show that the consumer preference for the visual elements of the Pet Food brand logo prefers the symbolic symbol of Nature Bridge and the form of a combination logo, Myfoodie's sans serif and italic system, and Royal Canin's red color. The adjective images appeared as ‘dynamic’, ‘upbeat’, ‘clear’, ‘gorgeous’, ‘chic’, ‘reliable’, and ‘practical’. Starting with this study, understand the visual perspective of consumers looking at the Pet Food brand logo and expect it as the basic data for the Pet Food brand logo.