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April 30, 2026Journal of Basic Design & Art

The Impact of Visual Elements in Craft Beer Packaging Design on Consumer Purchase Intention -focusing on the Top 10 brands in China-

Run Zhe Yang In-Gyun Oh

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Key Points

This research examines how visual elements in packaging design influence consumer purchase intention in craft beer brands in China.
Case analysis of the top 10 craft beer brands in China
Survey with 309 valid responses, using five evaluation dimensions
Statistical analysis conducted with SPSS 27.0 for correlation and regression
Image had the strongest positive correlation with purchase intention (correlation coefficient 0.455)
Regression analysis shows significant impact from packaging image, overall design, color, and brand logo
Layout was found to have no significant effect on purchase intention.

Implication

Analyzes visual elements affecting purchase intention in craft beer, indicating design matters.

Abstract

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Cite This Study

Yang et al. (2026) studied this question.

synapsesocial.com/papers/6a0ff3d9d674f7c03778ccc8 https://doi.org/10.47294/ksbda.27.2.36

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