Associate Professor John Fu, the head of Design Trend Institute, Shanghai Jiao Tong University, is an expert in color and fashion trends, also serving as the director of Shanghai Youth & Children Research Center, and the chairman of CMF Expert Committee, China Auto Modification Accessories Association. Since earning his master’s degree from the School of Design at Wuxi University of Light Industry (now Jiangnan University) in 1998, Fu has been a vital part of Shanghai Jiao Tong University. His tenure included a visiting scholarship at the University of Dundee, UK, in 2010. Between 2001 and 2003, he designed and developed 24 products for Philips before dedicating himself entirely to design research. In 2008, he co-founded Insight Shanghai, an international design trend summit that has convened for nine sessions. In 2016, he established the CMF Shanghai, an international summit on automotive CMF design. His distinguished work has advanced the development of color and fashion trends in China, making him as a key scholar and speaker within the industry, backed by years of research experience and extensive corporate connections.
With consumer segmentation accelerating, the target audiences for food and beverage brands are more diverse than ever—spanning generations, lifestyles, and value systems, with increasingly refined demands. Against this backdrop, how can packaging precisely resonate with the aesthetics and value orientations of distinct consumer segments? In the instant interplay between rational choice and emotional impulse, how can brands compel different groups to pause and engage? Grounded in consumer insight, brands can systematize color, structure, and cultural codes to build packaging strategies tailored to varied demographics and consumption contexts.