The Convergence Effects of Packaging Design Elements on Brand Visual Image and Consumer Purchase Intention -Focus on milk packaging-

With the development of society, milk brands have become more abundant, and the competitive pressure between brands in the milk industry is becoming more significant. This study aims to explore the influence of packaging design elements on brand visual image and consumer purchase intention.
First, the top-selling milk packages in the market were selected for case studies, and papers on packaging design were studied to identify the packaging design elements to be studied in this paper. Secondly, the research framework of the paper was elaborated, and a questionnaire survey was conducted among consumers. Then, through empirical analysis, regression analysis was applied to the relevant questionnaire data to determine that brand logo and illustration had a significant impact on the brand visual image. Brand logo, color, and layout had a significant impact on consumers' purchase intention.
Based on this, we propose reasonable suggestions for milk packaging design, which can help businesses improve their competitiveness in the increasingly competitive milk market.