중국 문구 브랜드의 효율적인 패키지디자인 강화에 관한 연구

Abstract

The consumption of Chinese art stationery is shifting from product consumption to brand consumption. However, the brand publicity of Chinese watercolor paints is weak, so it is necessary to effectively communicate between brands and consumers through the development and design of packaging design. The purpose of the research is to strengthen the Chinese brand of watercolor paints through efficient packaging design, and improve the core competitiveness of Chinese brand watercolor paints in the premium consumer market. This study compares and analyzes the visual elements of packaging design in Chinese and international brands through literature research and empirical analysis, and provides effective recommendations. First of all, Chinese watercolor paint enterprises should utilize concise and clear letter logos to enhance the international visibility of the brand, while employing vibrant and dignified color schemes to capture consumer attention and emphasize the brand, thereby improving the efficiency of packaging design. Second, it is recommended to use product images as illustrations, which reduces consumers' choice anxiety when purchasing goods. Third, adopting a mid-range layout format with ample text information and strong readability can increase the likelihood of consumers quickly selecting their preferred products. The findings of this study can serve as foundational data for researching visual elements in watercolor paint packaging design targeting Chinese consumers. It is of great significance to promote the brand value of Chinese watercolor paints by drawing inspiration from the characteristics of overseas high-end watercolor paint packaging design.