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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Ziyang Huang
Euitai Jung
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DOI:10.17265/2159-5542/2024.07.001
Hanyang university, Ansan Gyeonggi-do, Korea
Hanyang university, Ansan Gyeonggi-do, Korea
This paper takes the Chinese-themed packaging of Modern China Tea Shop as the research object, analyzes the brand positioning and the embodiment of traditional Chinese cultural elements in its brand packaging design, and mainly analyzes the characteristics of traditional Chinese culture and symbols such as painting, text, and color in the packaging design. This paper explores the creative design and application of packaging with traditional Chinese elements in its brand touch points through the analysis method in culture code brand design and points out that the packaging design of Modern China Tea Shop is close to consumer psychology, and the Era Z has gradually become the main force of Chinese consumption. The brand accurately grasps the consumer psychology in the era of Gen-Z so as to formulate corresponding marketing strategies. Combined with the analysis of brand trends and consumers, it is clear that the packaging design of Chinese style is not a simple superposition of traditional elements and modern elements, but the integration and innovation of various cultural elements based on the current market and consumers. Furthermore, the paper summarizes the ways of traditional Chinese elements to create commercial value and provides a feasible reference for the brand positioning and packaging design of other tea products in China.
Modern China Tea Shop, semiotics, traditional Chinese cultural elements, brand packaging design
Psychology Research, July 2024, Vol. 14, No. 7, 215-222
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