Research on Visual Design Based on Brand Competition Situations — Taking Coca-Cola and Pepsi as Examples_INTERNATIONAL SCIENCE AND CULTURE CENTER FOR ACADEMIC CONTACTS (ISCCAC)

Publisher:ISCCAC

Research on Visual Design Based on Brand Competition Situations — Taking Coca-Cola and Pepsi as Examples

Volume 21, Issue 3, 2025

Authors

Minglun Wan, Li Gu

Corresponding Author

Li Gu

Publishing Date

May 30, 2025

Keywords

Design, Competition, Advertising, Strategy, Localization.

Abstract

This paper takes the "competitive" behavior between Pepsi and Coca-Cola in the design field as the research and analysis object. It references the century-long "Cola War" between Coca-Cola and Pepsi. From the perspective of design method thinking, this paper analyzes how design "competition" is generated and takes effect. It makes a reasonable analysis from multiple levels of design, draws conclusions about positive competition and reverse competition, and applies the conclusions to the analysis of modern design ecology. Through the multi-angle competition analysis of the two companies, people can gain inspiration and clarify the responsibilities and burdens that contemporary designers have to shoulder.

Copyright

Open Access

This is an open access article distributed under the CC BY-NC license

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