| abstract |
| Background This study analyzes the package design of Chinese commemorative white wine using 12 paper visual elements, exploring their cultural meaning and visual symbolism in consumer purchase decisions.
Methods Utilizing prior research and literature, a specific case study is analyzed within a constructed framework. Characteristics of the 12 papers in package design are identified, followed by survey administration and data analysis to assess their impact on purchase intentions.
Result Baekju's 12-paper package design exhibits five key characteristics: value, history, exhibition, differentiation, and symbolism. All characteristics score above 3 points on average, with Pearson indices exceeding 0.8, indicating strong correlations with purchase intention.
Conclusion The 12th anniversary Baekju package positively influences consumer purchase intentions, particularly in aspects of value, historicity, exhibition, differentiation, and symbolism. Historicality is most satisfying to consumers, while symbolism is most closely linked to purchase intention, suggesting future designs should focus on these aspects. The study concludes that the package design significantly affects individual attitudes and subjective scope within consumer behavior theory, warranting further research on integrating historical and cultural significance into design expressions. |
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| Key Words |
| 패키지디자인, 12간지, 시각적 상징, Package Design, Chinese Zodiac, Visual Symbols |
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