| abstract |
| Background Baijiu, a traditional Chinese liquor with a rich heritage, holds significant cultural value. Packaging plays a vital role in expressing brand and national culture, as well as boosting brand competitiveness. However, Chinese Baijiu packaging currently faces challenges such as lack of innovation, homogeneity, slow evolution, and failure to meet the aesthetic preferences of modern young consumers.
Methods This study incorporates Kansei Engineering research methodology into Baijiu packaging design to provide innovative design ideas for modern young consumers. It involves data collection, questionnaire surveys, and analysis to establish the correlation between sensory perceptions and design elements. The objective is to uncover the relationship between sensory perceptions and design elements in Baijiu packaging.
Result The research findings indicate that young consumers prioritize sensory perceptions associated with modernity, high-end quality, uniqueness, and youthfulness. In terms of packaging design, the types of illustrations, decorative graphics, and visual structure have the most significant impact on consumer preferences.
Conclusion Different combinations of design elements can achieve different visual effects. When designing Baijiu packaging, it is important to consider the specific target consumer group. For packaging targeting young consumers, it should be characterized by simplicity, cleanliness, a sense of modernity, and personalization. The white wine packaging design for young consumers should be simple and clean and should strive for a modern sense and personalization. |
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| Key Words |
| 백주 포장디자인, 감성공학, 수량화 이론, Baijiu Packaging Design, Kansei Engineering, Quantification Theory |
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