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May 22, 2026Journal of Basic Design & Art0 citations

Impact of Visual Elements in Craft Beer Packaging on Consumer Purchase Intention

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

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Authors

RYRun Zhe YangIOIn-Gyun Oh

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Overview

Randomized trial analyzes visual elements affecting purchase intention in craft beer, indicating design matters.

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.

Cite This Study

Yang et al. (2026) studied this question.

synapsesocial.com/papers/6a0ff3d9d674f7c03778ccc8https://doi.org/10.47294/ksbda.27.2.36
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