Research on the Application of Co-branded Packaging of Lukin Coffee from the Perspective of Peirce Semiotics

DOI

10.2991/978-94-6463-600-0_46How to use a DOI?

Keywords

Packaging design; Peirce Semiotics; Joint name; Product innovation

Abstract

The work aims to explore the research model and symbol extraction of the IP joint packaging design of Luckin Coffee and ‘Line Puppy’, and analyze the role of packaging design in brand communication. Through questionnaire survey and case analysis, based on Pierce‘s semiotic theory, a ternary relationship model was constructed to study the interaction between packaging, theme and consumers. The symbols were divided into image symbols, indicator symbols and symbolic symbols by using the trichotomy of symbols. Joint packaging design enhances brand influence and consumers ‘purchase motivation. At the same time, as an important means of brand communication, it provides new theoretical support for future product innovation and brand promotion.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shana Wang
AU  - Man Xi
PY  - 2024
DA  - 2024/12/13
TI  - Research on the Application of Co-branded Packaging of Lukin Coffee from the Perspective of Peirce Semiotics
BT  - Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
PB  - Atlantis Press
SP  - 403
EP  - 413
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-600-0_46
DO  - 10.2991/978-94-6463-600-0_46
ID  - Wang2024
ER  -