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Comparative Study on Package Design of Beer Brands- Focusing on bottled beer packages among imported beers that occupy the top market-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.221-232
  • DOI : 10.25111/jcd.2020.70.16
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : January 19, 2020
  • Accepted : January 28, 2020
  • Published : January 31, 2020

Min, Shin Ki 1

1백석대학교 디자인영상학부

Accredited

ABSTRACT

This study is an attempt to analyze the package design of the brands that occupy the top sales of imported beer in Korea. The research proceeds to study the beer industry through the previous research, analyze the logotype, color, illustration and layout, and finally find out the differences and commonalities by comparing them. 'TSINGTAO' is a style that transforms the sans serif typeface with a capital letter as the basic type and gives strong attention. 'Heineken' changes the serif type based on lowercase letters except the first letter. '3 tilted to the bottom left to make it feel as if you were smiling' and 'Hoegaarden' designed the brand name based on the lower case basic Romance style except for the first letter H. Finished. The color is 'TSINGTAO' on the red background, the brand uses white with English, and the Chinese character at the bottom is rainbow gold. The supplementary colors used complementary greens to make this color stand out: 'Heineken' uses green as a whole and makes the brand name and important information mostly white, and the stars in the center use red to make the Christmas party 'Hoegaarden' tried to give the impression as much as possible, so that the rest of the color except white color felt as white, and the logotype partly used only the background color and the other illustrations used gold. It is understood as a willingness to win by product power. In the illustration, 'TSINGTAO' expresses the 'Hoelangag' of Jangyoui, one of Tsingtao's scenic spots, like a wave, and inserted it at the top of the center. 'Hoegaarden' represents the shape of a star that has traditionally been used in the center, a ribbon-shaped band wrapped around the brand name, and two medals that have won awards in the past. He expressed each figure holding his own symbol in his hand and expressed the main ingredients such as barley and wheat in the upper left and lower right in a single color. The layout is generally balanced by centering horizontal logotypes and inserting symbols that each company gives meaning immediately above. The difference is that most bottleneck labels are arranged horizontally, while 'Heineken' uses a vertical logotype and a star symbol on the top.

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