| abstract |
| Background Recently, there has been a growing number of health-conscious and diet-focused consumers in the South Korean alcohol market. With the rise of home drinking and solo drinking trends, the demand for non-alcoholic and alcohol-free beers has rapidly increased. This study examined packaging design examples of domestic and international non-alcoholic and alcohol-free beer brands, explored the visual characteristics and strategies that influence consumer purchase decisions, and aimed to suggest future directions for brand packaging design.
Methods This study provided a theoretical overview in Chapter 2, exploring the changes in the beer market along with the definition and history of non-alcoholic and alcohol-free beers. It also established an analytical framework through a review of previous studies on packaging design elements. In Chapter 3, the study examined the packaging designs of domestic and imported beer brands, using five visual elements―brand logos, color, illustration, typography, and layout―as the framework for analysis.
Result The packaging design of non-alcoholic and alcohol-free beers emphasized brand identity by applying the family look of existing brands. To highlight a clean image, white and blue tones were used, and text related to alcohol content and health-oriented messages were visually emphasized to attract consumer attention. Additionally, the brand logo was enlarged on the packaging design, and unnecessary elements were minimized to encourage intuitive recognition.
Conclusion The packaging design of non-alcoholic and alcohol-free beer brands employed a family look design to strengthen brand identity and increase consumer awareness. It was observed that minimalist design, utilizing brand logos, color, illustration, typography, and layout, was used to differentiate the products in an intuitive and simple manner. |
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| Key Words |
| 무알코올·비알코올 맥주, 패키지디자인, 시각적 요소, Non-alcoholic and alcohol-free beer, Packaging design, Visual elements |
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