Frontiers in Art Research, 2024, 6(12); doi: 10.25236/FAR.2024.061202.
Qianqian Zhu1, Euitay Jung2
1Major of Visual Design Graduate School, Hanyang University, Soul, South Korea
2Department of Communication Design, Hanyang University ERICA, Ansan, South Korea
This study aims to explore how the visual elements of Shanghai cultural product packaging design influence consumer perception and purchase intention. A survey of 202 respondents in the Shanghai area was conducted, and quantitative analysis was performed using SPSS software. The study found that visual appeal, functionality, environmental friendliness, and cultural communication ability are the main factors affecting consumer purchasing decisions. The results show that packaging with bright colors and unique patterns attracts more consumer attention, while environmental friendliness and functionality significantly enhance their willingness to buy. Moreover, packaging designs that effectively incorporate cultural elements significantly enhance the product's market competitiveness. This research provides practical guidance for packaging designers and brand marketers on visual packaging design for Shanghai cultural products, emphasizing the importance of considering aesthetics, practicality, and cultural communication in the design process.
Shanghai Cultural Products; Packaging Design; Consumer Perception; Visual Elements
Qianqian Zhu, Euitay Jung. Shanghai Cultural Commodity Visual Packaging Design and Consumer Acceptance. Frontiers in Art Research (2024) Vol. 6, Issue 12: 7-15. https://doi.org/10.25236/FAR.2024.061202.
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