Revitalising packaging design of children food brand for marketing strategy in China
List of Authors
  • Khairun Nisa Mustaffa Halabi , Wang Junfeng

Keyword
  • packaging design, children's food brand, marketing strategy, China, consumer preferences, cultural resonance, brand perception, storytelling, brand engagement

Abstract
  • This study examines the revitalization of packaging design for a children's food brand as a strategic tool for effective marketing in the Chinese market. With a focus on the dynamic landscape of consumer preferences and behaviors, this research underscores the significance of packaging design in capturing the attention of young consumers and their parents. By amalgamating culturally resonant elements with contemporary design trends, the study endeavors to uncover strategies that enhance brand visibility and engagement. The Chinese market, characterized by its rapid changes and distinct cultural nuances, necessitates a nuanced approach to packaging design. This study delves into the visual, sensory, and emotional aspects of packaging that contribute to brand perception. Through the analysis of case studies and consumer surveys, it elucidates the crucial role of colors, imagery, typography, and material choices in eliciting positive associations and fostering brand loyalty. The study recognizes the power of storytelling through packaging design. Children's food brands can leverage culturally relevant narratives and characters to establish an emotional connection with young consumers and their parents. This narrative-driven approach not only enhances brand recognition but also aligns with the Chinese value of family-oriented decision-making. This research highlights the strategic importance of packaging design in the context of children's food brands' marketing endeavors in China. By bridging the gap between cultural resonance and contemporary aesthetics, brands can create a lasting impact on consumers' minds. As consumer behaviors continue to evolve, an adept packaging design strategy can prove instrumental in navigating this dynamic landscape and achieving sustained market success.

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