Research on IP Image Design of New Tea Drinks Brands Based on Kansei Engineering

With the increasing homogenization of products in the new tea drinks industry and the change of consumers’ emotion driven consumption, IP based brands has become an inevitable trend for the upgrading of new tea drinks brands, and IP image design is an important part of it. However, designers lack design guidelines with few theoretical studies on IP image design for new tea drinks brands when practicing. Therefore, based on Kansei Engeering (KE), the mapping relationship between consumer preferences and IP image of new tea drinks brands is established through quantitative data; the corresponding design basis and evaluation indexes are given; the key design elements for IP image design of new tea drinks brands are provided; new possibilities of IP image design of new tea drinks brands are explored.