중국 춘절 명절 선물세트 패키지 디자인에 관한 연구 - 12띠 동물의 상징 분석을 바탕으로 -

Abstract

Background These days, when the Lunar New Year's Day economy is released, the spring gift set has a wide market space.The twelve-year-old visual symbol belongs to the lucky symbol in ancient Chinese tradition and is an important part of the traditional Chinese road pattern.This study analyzes the Spring Festival gift set using the visual elements of the twelve zodiac signs to understand the effect of the Spring Festival culture on the package design of the holiday gift set. Methods Through theoretical background research and preliminary research on package design, an appropriate analysis framework is established to analyze cases, obtain holiday gift set package design characteristics, and conduct a survey to obtain the effect of holiday gift box package design characteristics on consumers. Result First, the colors of the Spring Festival gift sets are generally red and gold. Second, the 12-band package adds brand color or product-specific color to the illustration to ensure specific recognition. Third, the package layout of the 12th birthday is mainly illustrations. Fourth, illustrations can combine traditional visual elements. Fifth, most illustrations use different road symbols to express auxiliary. Conclusion First, the 12th Spring Festival gift set must comply with the color style of the Spring Festival. Second, the cultural theme of the 12th Spring Festival gift set should be emphasized. Third, it is necessary to assist by adding images of other traditional road symbols. Fourth, to express the symbolic meaning of one's 12th birthday, one needs products related to one's own symbol. Fifth, the impact of the 12th birthday on consumers is mostly positive and effective.