The Application Of Conceptual Metaphor Of Brand Power In Packaging Design In Chinese Context

In Chinese and Western cultural background,Most trademarks of goods are placed in the upper part of the packaging field.Previous studies have confirmed that Consumers’ preferences for brands will change because of the consistency of the concepts of brand power and logo location.In this study,two experiments were conducted to examine the relationship between the brand location of goods and the brand power in Chinese context,and to explore the mechanism of the relationship.Then,conceptual metaphor theory was used to explain the reasons for the relationship.Experimentation 1 is a 2 x 2 experimental design using real brand as experimental material.The results show that under the real brand situation in China,consumers would increase their preference for products with high power the logo location is in the upper region of the packaging vision.When the logo position is below,consumers will increase their preference for goods with low power.When the logo position is not consistent with the concept of brand power,consumers would reduce their preference for goods.Moreover,the interaction between the results and the two variables in the Western context has little influence on the results.Experimentation 2 was designed to use virtual brand as experimental material,and was analyzed by adding the variable of processing fluency.The results are consistent with the results of experiment 1.In Chinese context,consumers prefer products with high brand power when the logo is located in the upper area of vision;while consumers prefer products with low brand power when the logo is located in the lower area.The mediating effect of processing fluency was also examined.That is to say,the influence of consumers’ preference for commodities comes from the processing fluency effect which is connected with perception between the influence of commodities and high concepts.In this mediating effect,the logo position adjusts the influence of brand power on the processing fluency of mediating variables.The conclusion of this study can be applied to brand packaging design of Chinese brands,and it also suggests that product designers can apply conceptual metaphor theory to more design levels.