Empirical Analysis of Packaging Design and Consumer Preferences in the New York Kimchi Market

Abstract

Kimchi is a food made by picking and fermenting vegetables such as cabbage and radish using a variety of seasonings, such as chili powder, green onion, garlic, ginger and fish sauce. In order to increase the sales of kimchi products in the New York market, as well as to meet the consumer preferences of New York consumers. Therefore, this study investigates consumer preferences for kimchi packaging design in the New York market and proposes a design strategy for target consumers in New York, USA. The study used both literature and empirical research methods. It investigated the package design of 10 kimchi brands and empirically analyzed package design factors such as color, font, size and layout of kimchi products sold in the New York market to 100 New York men and women aged 10–50. Finally, the study analyzed the differences in consumer preferences and suggested corresponding design strategies. Manufacturers and designers should first focus on package color and package format. Small, irregular packages of 350g and 80g, and package formats such as glass bottles and plastic tubs are key points. Low-saturation and soft beige colors are preferred, followed by product-identifying reds. Mixed language typography is best suited to the needs of New York consumers. And realistic images should be the main focus in package design. We believe that kimchi products are going global. Packaging kimchi products requires adapting to local market requirements. Designers should pay attention to the localization of kimchi products and develop design strategies accordingly. © 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.