Results and Analysis of the Survey
After analyzing the five visual elements of the eight categories of beverage packaging, the application methods of design differentiation for the different kinds of beverage packaging are explored. Based on the induction of the current package design differentiation trends in the market and the research results, the following points and Table 9 are presented:
1. Shape design: Most widely used in milk drink packaging, while bottom deformation is often used to create visual differentiation among carbonated drink packaging.
2. Brand name design: Based on computerized Chinese script, the typeface design is supplemented with locally varied artistic script.
3. Pattern design: Juice packaging usually uses photography and detailed illustration methods. Sports drinks commonly use abstract symbolization.
4. Color design: With the same shape, having different colors on bottles/cans will create visual differentiation. Transparent bottles/cans with a little blue and green colors are used for sports drinks and bottled water, showing comparatively small color differenti- ation and much more room for improvement.
5. Attached product information design: Mostly used in milk beverages, followed by functional drinks. The illustration-type instruction design is mostly used in juice pack- aging, followed by sports drinks.
Table 9: Summary of Design Differentiation of Beverage Packaging
Category
Milk drink
Tea
Juice
Carbonated drink
Design Differentiation
(a) Shape design: Additional design of handle for large volume (over
1800ml)will increase the visual differentiation of bottle shape.
(b) Brand name design: Computerized script is mostly used, followed by artistic script.
(c) Pattern design: Graphic symbology” is mostly used, and the next is
“abstract symbology”.
(d) Color design: Color scheme of “contrast hue” and “contrast brightness”. (e) Attached product information design: This most frequently used design
includes “instruction leaflet”, “sticker” and “hanging card”.
(a) Shape design: Different bottom angles are often used to create visual differentiation.
(b) Brand name design: Computerized script is mostly used, followed by artistic script and picture-combined script.
(c) Pattern design: “Graphic symbology” is mostly applied in “tea”, and the next is “pictorial illustration”.
(d) Color design: Color scheme is mostly “contrast hue” or “similar hue”, and high chroma or high brightness in color tone.
(e) Attached product information design: Only design of “sticker” is applied. (a) Shape design: The great differences in their shapes create visual differ-
entiation in beverages of same kind.
(b) Brand name design: Computerized script is mostly used, followed by picture-combined script.
(c) Pattern design: “Pictorial illustration” is mostly applied in “juice”, and the next is “natural photography”.
(d) Color design: Color scheme with “same hue”, “similar hue” or “contrast hue” is frequently used.
(e) Attached product information design: Only design of “sticker” is applied. (a) Shape design: Different shapes from the lower part of the body to the
bottom of a carbonated drink will create differentiation.
(b) Brand name design: Artistic script is mostly used. Followed by picture- combined script.
(c) Pattern design: Only “graphic symbology” and “abstract symbology” are applied in “carbonated and sports drinks”. They are mostly geometrical patterns or free lines, forming a representation of “abstract symbology”.
Coffee
Sports drink
Functional drink
(d) Color design: Hue contrast is mainly used. Brightness contrast and chroma contrast are also used to deliver the sense of being active and light.
(e) Attached product information design: Nil
(a) Shape design: The great differences in their shapes create visual differ- entiation in beverages of same kind.
(b) Brand name design: Computerized script is mostly used. (c) Bottled water
(d) Color design: For carbonated drink packaging, hue contrast is mainly used. Brightness contrast and chroma contrast are also used to deliver the sense of being active and light. Some pop-top packages use a single hue or a contrast hue complemented with unique colors (gold and silver) to upgrade the value of the product.
(e) Attached product information design: Nil
(a) Shape design: The grooving design at the waist of sports drink packages will create visual differentiation;
(b) Brand name design: Computerized script is mostly used, followed by artistic script and picture-combined script.
(c) Pattern design: Only “graphic symbology” and “abstract symbology” are applied in “carbonated and sports drinks”. They are mostly geometrical patterns or free lines, forming a representation of “abstract symbology”.
(d) Color design: Mainly uses single hue, similar hue or brightness contrast in blue and green.
(e) Attached product information design: Nil
(a) Shape design: Mostly uses radian and curve variations at the neck and lower part of the bottle to create differentiation.
(b) Brand name design: Brand name design: Computerized script is mostly used, followed by artistic script.
(c) Pattern design: “Graphic symbology” and “abstract symbology” are mostly applied.
(d) Color design: Mainly uses same hue or contrast hue in blue and green. (e) Attached product information design: Only design of “sticker” is applied. (a) Shape design: Mostly uses radian and curve variations at the neck and
lower part of the bottle to create differentiation.
Bottled water (b) Brand name design: Computerized script is mostly used, followed by artistic script and picture-combined script; no synthetic script is applied.
(c) Pattern design: “Abstract symbology” mainly applied.