Earticle

초록

영어

This study investigates six representative spouted-pouch protein milkshake products available in the Korean market to examine the consumer cognitive evaluation structure of packaging design. Through comparative case analysis and systematic categorization of design elements, an evaluation framework was established encompassing three core cognitive functions: flavor and visual identification, functional information comprehension, and usage experience and trust construction. These functions were further operationalized into 14 evaluation categories (H 1~H 14). Based on this framework, a questionnaire survey using a 7-point Likert scale was conducted, yielding 392 valid responses. To derive objective importance weights for each evaluation category and minimize subjectivity, the CRITIC (Criteria Importance Through Intercriteria Correlation) method was applied. The results indicate that information presentation –related indicators dominate the overall evaluation system. In particular, the ease of accessing key nutritional information, clarity of information structure, and support for purchase decision-making exhibit the highest weights, suggesting that consumers primarily rely on rational information cues when evaluating packaging for functional protein beverages. In contrast, visual elements mainly contribute to trust formation, serving as signals of healthiness, safety, and professionalism rather than sources of emotional stimulation. Indicators related to structural usability show relatively lower weights, reflecting that such attributes have become standardized baseline conditions in the current market rather than key differentiating factors. Overall, the findings clarify the hierarchical roles of information, visual, and structural attributes in shaping consumer cognition of spouted-pouch protein beverage packaging.

목차

Abstract 
I. Introduction
II. Research Methods and Data Sources
1. Theoretical Frameworks for Meal Replacement Protein Shake Packaging
2. Theoretical Framework of Visual Element Configuration in Packaging Design
III. Analysis of Brand Case Studies
1. Analysis Objects and Criteria
2. Analysis of Visual Elements and Structural Functions
3. Integrated Analysis of Structural Characteristics and Brand Communication Effectiveness
IV. Research Design and Data Collection and Analysis Procedures
1. Integrated Analysis of Structural Characteristics and Brand Communication Effectiveness
2. Questionnaire Distribution Procedure
3. Data Analysis Procedures
4. Discussion and Analysis
V. Conclusion
Reference

키워드

저자

• Li, Guorui [ Master, Graduate School of Visual Design, Dankook University ] 1st author
• Choi, Wonjae [ Professor, Graduate School of Visual Design, Dankook University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700