A Study on the Analysis of Visual Elements of Infant Formula Milk Powder Brand Logo -Focus on the Top 10 Brands in the Chinese Market-

Abstract

Nowadays, the issue of population aging in China is of significant concern, and the declining birth rate has resulted in an array of social problems. Since 2016, the relaxation of the family planning regulations has gradually been initiated, and as a result, infant formula milk powder brands have been employing diverse strategies to enhance their brand recognition and increase their market share. This study focuses on the analysis of ten renowned Chinese brands. The research methodology encompasses several stages. Firstly, a preliminary investigation of brand identification and a review of relevant literature are conducted to identify visual elements. Secondly, the current status and distinct characteristics of infant formula milk powder brand logos in the Chinese market are analyzed. Thirdly, by examining the shape, color, and font of brand logos, the defining features of these brands are identified. Lastly, based on the analysis findings, a questionnaire is designed and an online survey is conducted. The collected data is then statistically processed according to the survey results available on the website www.wix.com. Overall, this study investigates consumer preferences toward brand logos in the infant formula milk powder sector, providing valuable foundational data for brand identification.