Product Packaging Design and Consumer Psychology (2)

Second, the psychological strategy of product packaging design

Consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multidimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Therefore, when designing a product package, it must be personalized for different consumer groups.

(A) The psychological function of commodity packaging

In general, the psychological functions of commodity packaging include:

Recognize the indicated functions, the functions that evoke interest, the functions for delivering information, the functions for promoting trust, and the functions for facilitating value-added functions.

(B) psychological requirements of product packaging design

1, meet the realistic psychology

The packaging design must be able to meet the core needs of consumers, that is, it must have real value. Although for the same quality of goods, packaging more exquisite than the packaging more common than the consumer's desire to buy. However, if the role of packaging is over-emphasised, packaging that exceeds quality is absolutely unfavorable for long-term sales of goods. For example, among the cultural groups of all ages, the elderly are most demanding simple and honest, but now the various health supplements for the elderly are generally over-packaged with “forms that are greater than content”. Even if these products can attract occasional gift purchases, it is difficult to win the loyalty of consumers and lack the motivation for long-term development.

2, to meet the letter seeking psychology

The company's name and trademark have been highlighted on the product, which helps reduce buyers' skepticism about product quality. In particular, companies that have a certain reputation, doing so, serve the best interests of both products and companies. American Budweiser's Silver Ice Beer has a quality mark consisting of a penguin and a logo. Only when the temperature of beer refrigerated is optimum, the lively little penguin will show it, assuring the consumer that it is genuine and flavorful. The best to meet their letter of seeking psychology.

3, to meet the United States psychological

The packaging design of goods is the crystallization of decorative arts. Exquisite packaging can stimulate high-level social needs of consumers. Packaging with deep artistic appeal is a kind of enjoyment for the purchaser, which promotes potential consumers to become apparent consumers, becomes long-lasting, and habits. Type of consumer drive. Most of the world famous wines are very elegant. The glow of art from bottle to box is an elegant and successful packaging promotion.

(III) Psychological strategies for commodity packaging

1, designed according to consumption habits

When people are spending, they usually have a certain spending habits. Therefore, in the design of product packaging, we should pay attention to the consumer's consumption habits, according to the characteristics of the product itself, designed to meet the packaging habits of most people.

For example, many customers are looking for convenience in shopping. If they use transparent or window-packed foods, they can be easily selected. The combined-packaged gift baskets can be easily used. Soft-packed drinks can be easily carried and so on. The ease of use of the packaging adds to the appeal of the product. The popular “barrier-free” packaging in foreign countries, such as the use of zigzag markings to distinguish the type of detergents in contact-type identification packages; the automatic identification marks, etc., in the canned foods that “the middle of the lid has not been proved to have a shelf life”, etc. It is widely loved by consumers.

As mentioned above, most consumers have the psychology of seeking truth and seeking truth. In the packaging design, it should pay attention to the consumer's consumption habits and eliminate the consumer's suspicion of the goods on the packaging.

2, designed according to the age of the consumer

Commodities usually have a certain range of age sales. Similarly, it is generally not possible for product packaging to cater to the tastes of consumers of all ages. Therefore, in the design of commodity packaging, rational design should be carried out according to the ages of the consumers.

For example, the old people mentioned above are simple and realistic. Then, for the products sold by the elderly, the design of the packaging cannot focus on exquisite and complicated products, but it should be biased towards simple, generous and concise designs.

Products sold for young people differ in package design. Young people usually like to be different, like to seek new things, find differences, find curiosity, and strive to find opportunities to express themselves. The packaging of products targeted at such consumers can try to adopt taboo colors, strive to break through traditions in the styling, and promote "new generation choices" in logos to guide trends and create fashion. As for the products targeted at children, they should pay attention to their psychology of seeking. For example, a company in the United States printed various interesting riddles on the can lids of biscuits that were produced. Only after eating the biscuits could the answers be found at the bottom of the cans. As a result, they were enthralled by a large number of small customers. And children’s curiosity can often drive them to repeat purchases.

3. Design according to the cultural level and economic income of the consumer

Differences in the level of education and economic income usually lead to different consumer appreciation and requirements for product packaging. In terms of economic income, consumers with relatively higher incomes generally have higher requirements for product packaging in addition to higher quality requirements. To this type of consumer as the object of the sale of goods, in the packaging design should focus on quality and grade, and strive to pack beautiful, elegant, in order to highlight the consumer's aesthetic and taste. For consumers with relatively low economic income, the packaging of goods is usually in a subordinate position. Under normal circumstances, such consumers pay more attention to the quality of goods and there is no excessive demand for packaging of goods. Those goods that are targeted for such consumers should not be too focused on packaging, but should be simple and real.

Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level segmentation of the consumer's psychological market determines that packaging promotions must also be conducted from multiple perspectives. With the improvement of the material and cultural living standards, people's consumption concepts are constantly developing, and the packaging of goods must also be continuously improved. In the inheritance of tradition and creativity, balance, harmony and unity are sought.

In a word, sales packaging is a fusion of protection function and artistic beauty, and it is an innovative combination of practicality and novelty. A successful packaging promotion is the producer's mindset, the creator's mindset and the buyer's demand psychology. Commodity sales packaging only grasps the psychology of consumers, caters to consumer preferences, satisfies the needs of consumers, stimulates and guides consumers' emotions, and is able to stand out in a fierce commercial warfare, and to win the game.

Source: PACK. CN