중국 홍차 브랜드 라벨디자인의 선호도 연구

The purpose of this research is to grasp the visual elements from the label design of black tea packaging, and to suggest the direction of competitive black tea label design to meet consumer needs. To this end, understand the changes in the design of Chinese tea brands in different eras, select the top 10 black tea brands in the Chinese market, and conduct research on the brand logo, color, illustration, and typography in the visual elements. Questionnaire survey, using Likert 5-point scale, analyzed the consumer preference of black tea label design. From the research results, the overall use of black tea brands in the Chinese market is similar, but the differences are weak. Most of the brand images are highly imitative, similar in expression, and lack brand characteristics. According to consumer surveys, for the design of black tea labels, consumers in their 10s pay more attention to the taste of black tea, while young people in their 20s and 30s prefer trendy designs because of the improvement of their living standards. According to the analysis of the importance of visual elements, it is confirmed that color and illustrations are the two elements that need improvement most. Especially in terms of color, because more similar colors are used, it brings fatigue to consumers. In label design, people prefer “clean”, “high-end” and “cultural” performance. In the future, Chinese black tea brands should ensure differences based on their brand concepts and cultures, and develop well-known label designs to meet consumer needs from a psychological level. It is hoped that through such research results, in a fiercely competitive environment, the label design of Chinese black tea that consumers love will be created to provide help for the design and market development of black tea.