[Abstract] The ultimate goal of commodity packaging design is to face consumers, and consumers' hearts are the ultimate market for marketing. For consumers, the article puts forward some measures for the application of consumer psychology from the packaging design of goods.
Keywords: packaging design; consumer; consumer psychology
The ultimate goal of product packaging design is to face the consumer object, the design goal is not the product itself but the person, the packaging design must reflect the interest of the consumer object, but also to guide consumers to improve the aesthetic sense, with the dual characteristics of practicality and artistry. Consumers' hobbies and interests are dominated by one or more complex motives that are intertwined to form a purchasing behavior system. Motivations to satisfy spiritual and social needs are often accompanied by motivations that satisfy physical and material needs. In other words, people are buying to meet certain needs. For example, low-income consumers tend to focus only on the use value of goods. The demand for goods is cheap, which is a kind of purchase motives that govern the purchase of goods: consumers who are rich in economic income often have quality of the goods packaged. More particular, this part of the consumer purchase motivation is complex, is the physiology, material needs and spiritual, social needs intertwined, in which spiritual and social needs accounted for the dominant position, these psychological needs to some extent by the packaging design Guide and influence consumers to make purchases. Therefore, as a designer in packaging design to achieve value for money, grade positioning is clear, it is more important to focus on consumer psychology, accurately create a law suitable for consumer psychology activities and psychological needs, used in packaging design Therefore, the packaging design can walk in front of consumers, so that it can have advanced packaging design with advanced consciousness and inspiration. Therefore, it is no exaggeration to say that without understanding the psychology of consumers, there is no way to talk about packaging design.
1 Packaging Design and Consumer Psychology
1.1. The use of the consumer's general psychological process
The goal of any design is not the product itself but the person, then the person is sentient and has his own interests and hobbies in getting any demand. Therefore, designers may wish to use the "product + consumer" in the packaging design to give different emotional color, in order to affect people, to meet the consumer needs of different consumers.
1) Perceptual consumption psychology and its application. With the improvement of people’s living standards and the renewal of consumer attitudes, the economic attributes of consumption today are becoming weaker. Its social properties are becoming more and more obvious, and the emotional color that emerges from the consumption process is getting thicker. Consumers' purchase motivation is no longer merely to chase more material goods and possession of the product itself, but to show the buyer’s identity, status, life interest, values, and quality through purchase behaviors. The characteristics and quality are to show his unique personality and difference. Therefore, in the age of perceptual consumption, the perceptual goods purchased by consumers are not necessarily necessary in life, but are psychological goods that can be bought or not bought and are related to consumers' psychological needs.
In view of this, the packaging of perceptual goods is full of personalization and humanization. In this packaging design of goods, nobleness, sense of smell, sense of art, sense of nature, etc. are fully reflected. The introduction makes consumers feel that they are "Emotional goods" means that it is easy to win customers and win the market.
2) Rational consumption psychology and its application. Each country, region, and nation has its own unique consumer psychology, consumption habits, and consumer behavior. It has its own strong cultural traditions and national colors in consumer life. In the long historical practice, the Chinese nation has formed a cultural tradition of hard work and diligence, and its consumption has vivid traditional features such as heavy simplicity, heavy emotion and so on.
(1) heavy practical. Advocating the use of food, hard work, and diligence is the Chinese traditional psychological and traditional habits. As the Chinese people's consumption concept is realistic, most of the commodity packaging pursues simplicity, convenience, practicality, and simplicity.
(2) Reason. The Chinese people usually eat and use the food they want, but they can spend the holiday season. When they are happy, they spend a lot of money and do nothing but pay special attention to emotional harmony. Therefore, emotional selectivity often occupies a special position in consumer psychology, so traditional festivals are often the climax of consumption. In addition, Chinese traditional psychology believes in the ethical values ​​of “justice, profit, and honesty†and “honesty and trustworthinessâ€, such as “old nameâ€, “old brandâ€, and “hundred-year-old shopâ€, which often have a stable position and significant in the eyes of consumers. Charisma. True value and value for money are still the most important criteria for consumers to choose from.
2 Application of Consumer Personality Tendency
The heart of consumers is the ultimate market for marketing. The multi-dimensionality and diversity of people's consumption psychology determine that the packaging of goods must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. The psychological strategy of packaging design is a very logical creative thinking. It not only needs to visually attract specific consumer groups, but also psychologically captures consumers' excitement and desire for purchase.
1) Pleasant Consciousness: Convenience and practicality is probably all consumer psychology that goes into common pursuit. According to the consumer's habits and design of a one-time packaging, or a few groups of goods in a box gift box packaging, both beautiful and convenient for people to give gifts or use. Convenient packaging is easy to add the appeal of the product and is well received by consumers.
2) Psychology for credibility: Reputation is the basis for the survival and development of the company. For consumers, the goods with guaranteed credit are reliable products. Such as canned "sweet orange tablets", which is set in the lid of an automatic identification device, as long as the lid is in the middle of the recessed, then show the shelf life to consumers. Satisfy consumer confidence, the product can naturally win the market.
3) Seeking beauty: The exquisite packaging is a kind of beautiful enjoyment for consumers and can stimulate people's high-level social needs. The world famous brand cosmetics, whether it is style or color are very elegant, from any point of view gives people a noble, elegant feeling. This is one of the most successful packaging promotions.
4) Psychology of quest: People need especially relaxed and humorous in their stressful working life. For example, a "Fuk Lok Fan" candy produced by Shanghai Chenguang Food Co., Ltd. has different animal prints on its packaging, which is very cute, has a collection value, and is full of fun.
5) Seeking Difference: Young people like to pursue individualized consumption, like to be different and different. The packaging design of goods targeted at such consumer groups can boldly use vibrant colors or contrasting colors in colors; it can break through traditions in style, in order to guide the trend and create fashion.
The consumer's psychological multi-level determines that the product packaging design must also be carried out from multiple perspectives. With the improvement of the material and cultural living standards, people's consumption concept is constantly changing and developing. Therefore, the packaging of goods must also continue to be improved, seeking balance in the inheritance of tradition and creativity, harmony and unity.
3 The use of different types of consumer psychology
1) The use of teenagers and children's psychology. Children's products are a relatively special market. Its target consumer groups are children and young children. However, parents are actually participants in the consumption process and sometimes decision makers. According to the survey, "O-6 years old children's decision-making on snacks 80% is decided by parents, but 70% of children aged 6-14 decide to buy by themselves." Therefore, there are 2 such consumer groups: children and parents. The consumer psychology of the two is quite different. The children think that "product packaging" is the most important factor, and they pay more attention to the visual impression of the product; and parents think that "nutrition" and "durability" are the most important factors. It can be seen that children's consumption is a typical perceptual consumption, and Li's parents are rational consumers.
2) Use of youth consumer psychology. Young people's demand for goods is fashionable and novel, and it is often a try for new products. They are unwilling to lag behind the times, and pursuing the trend of the new era is the common mentality of most of them, and their demands for self-expression and outstanding personality have gradually increased. Therefore, only by successfully grasping the psychological needs of contemporary young people can we create packaging designs that meet these consumer groups and motivate purchase behavior. Therefore, it is no exaggeration to say that "only unique packaging can have unique products."
3) Use of elderly consumers' psychology. Most elderly consumers are rational consumers. As their age increases, their consumer experience continues to increase. Therefore, when purchasing goods, they will make multiple choices and fully consider various factors. However, with the progress of the times and the acceleration of the pace of life, the elderly have demonstrated the ability and desire to adapt to the new environment and new things. In general, elderly consumers regard the practicality of goods as the first purpose, and packaging and other factors are considered in the second place.
4) Use of female consumer psychology. The aesthetics of women influence the trend of social consumption. From ancient to modern times, women’s aesthetics are more acute than men’s. Women not only love their beauty, but also pay attention to the images of lovers, husbands, children, and homes. The popularity of goods is mostly women’s. Changes in the aesthetics of the change. Therefore, “the female consumer market is a vast market with great potential. There are 480 million female consumers, accounting for 48.7% of the country’s population. Young and middle-aged women who have a greater impact on consumer activities are About 21% of women between the ages of 20 and 50 are women. They play an extremely important role in purchasing activities."
Female consumers are often the products that choose the packaging image and their aesthetic habits, tastes, and ideals. Therefore, “designers should apply the psychological characteristics of modern women and their changing trends in order to make the colors and styles of the packaging induce women’s emotions when they are engaged in product packaging design. As long as they understand the purchase motivations and needs of women consumers and their decision-making The psychological activity process will be able to grasp the new opportunities of the female consumer market and even the changes and development trends of the entire consumer market at any time."
4 The use of consumer psychology
Color as the most obvious appearance feature of commodity packaging can first arouse the attention of consumers and is the soul and essence of product packaging design. “It’s emotional and psychological functions are very important to the design of commodity packaging and the mental health of consumers. In packaging design, the rules of color and emotion are applied skillfully to give full play to the hinting function of color, which can arouse consumers’ wide attention and interest.".
Psychological research shows that different colors have different psychological responses to consumers. Warm colors give people a feeling of warmth, splendor, and excitement; cool colors give people a feeling of freshness and elegance. Of course, color associations are not limited to pure colors on the chromatogram. Other colors are also the same. For example, pink is synonymous with shame and romance. She is a sign of suppleness, femininity, sensuality, and affection; whiteness is clean. Feeling, especially matching with the blue tone; black symbolizes nobility, excellence, elegance, etc. Emotional. Said. This feeling of color is one of birth and one of the driving forces behind color psychology.
In addition, the color of packaging design should focus on striking and contrasting factors, in order to reflect the attractiveness and appeal of color, so that consumers can properly associate the characteristics and performance of goods, enhance consumer trust and love of goods. Feelings. Therefore, in order to make the packaging design of goods have certain characteristics and show distinctive personality, we must work on the selection and combination of colors to make it unconventional, with distinct personality characteristics, novel and unique color style and typical Image.
5 Conclusion