Consumer psychology

Whether a commodity can have good sales performance must pass the test of the market. In the whole process of marketing, packaging plays a very important role. It uses its own unique image language to communicate with consumers, to affect the first emotion of consumers, consumers will be interested in the products packaged when they see it for the first time. It can either promote success or lead to failure, and consumers will be swept away by packaging that has no distinguishing power. Along with our country market economy unceasing development and perfection, consumers have become more mature and rational, the market gradually show the characteristics of "buyer‘s market", which not only increased the difficulty of product marketing, but also make the package design encountered unprecedented challenges, drives product packaging, grasp the public‘s consumption psychology towards a more scientific, the direction of higher level.

Packaging has become the main behavior of marketing in actual commercial activities, which inevitably has a close relationship with the psychological activities of consumers. As a packaging designer, if you do not understand consumer psychology, you will be blinded. How to attract the attention of consumers, and how to further stimulate their interest and induce them to take the final purchase behavior, this must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and changes is an important part of packaging design. Only grasp and reasonable use of the law of consumer psychology can effectively improve the design quality, increase the added value of goods at the same time, improve the sales efficiency.

The research of consumer psychology shows that consumers have complex psychological activities before and after purchasing goods, and the differences in age, gender, occupation, nationality, education level, social environment and many other aspects divide many different consumer groups and their different consumer psychological characteristics. According to the survey results of people‘s consumer psychology conducted by SSIC in recent years, the characteristics of consumer psychology can be summarized as follows:

1, realistic psychology

The main psychological characteristics of most consumers in the process of consumption are realistic psychology. They believe that the practical utility of commodities is the most important. They hope that commodities are easy to use, cheap and fine, and do not deliberately pursue beautiful appearance and novel style. The consumer groups with realistic psychology are mainly mature consumers, wage earners, housewives, and elderly consumer groups.

2, the psychology of beauty

Economically, consumers with certain affordability generally have the psychology of seeking beauty, pay attention to the shape of the commodity itself and the external packaging, and pay more attention to the artistic value of the commodity. The consumer groups with beauty mentality are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, arts and crafts and gifts should pay more attention to the performance of aesthetic value psychology.

3, the psychology of seeking differences

The consumer group with the mentality of seeking differences is mainly young people under the age of 35. This kind of consumer group thinks that the style of goods and packaging is very important, pay attention to novel, unique, personalized, that is, the packaging shape, color, graphics and other aspects of more fashionable, more avant-garde, and for the use of the value of goods and prices are not very concerned. In this consumer group, minors and children account for a considerable proportion, for them sometimes the product packaging is more important than the product itself. In view of this group of consumer groups can not be ignored, its packaging design should highlight the characteristics of "novelty", in order to meet their different psychological needs.

4. Herd mentality

The crowd mentality consumers are willing to cater to the fashion or imitate the style of celebrities. The age range of this kind of consumer group is wide, because the great publicity of fashion and celebrities in various media promotes the formation of this kind of psychological behavior. Therefore, packaging design should grasp the popular trend, or directly launched by consumers like the product image spokesperson, improve the trust of goods.

5, for name psychology

No matter what kind of consumer groups have a certain psychology of seeking fame, attach importance to the brand of goods, and have a sense of trust and loyalty to well-known brands. In the case of economic conditions allow, even regardless of the high price of the commodity and insist on subscription. Therefore, packaging design to establish a good brand image is the key to the success of product sales.

In a word, the psychology of consumers is complex and rarely maintains one orientation for a long time. In most cases, it is possible to integrate two or more psychological requirements. The pursuit of psychological diversity promotes the product packaging to present the same diversified design style.

Design trend

Packaging box design has a good development momentum in recent years, but how to further develop to adapt to the rapidly changing market demand is the current packaging box design industry development of the primary problem, in the end how to grasp the future packaging box design development trend? The following points are mainly discussed here:

sustainability

The 21st century is the century of environmental protection, people are devoted to the research of new packaging materials and environmental design methods to reduce the environmental problems caused by packaging solid waste. Innovations in packaging materials are as follows: paper-pulp moulded packaging materials for heat insulation, shock resistance, impact resistance and perishables; In the design to reduce the late decomposable materials for packaging, as far as possible to use light weight, small volume, easy to crush or squish, easy to separate materials.

security

A pharmaceutical packaging box named "Faller" developed by a company is opened by the die tangent line on the packaging box, which requires a certain amount of force to open the carton. This way of opening is easy for adults, but it is very difficult for children, thus effectively avoiding children from opening and eating by mistake. Because this packaging box once opened, it is difficult to restore, so to a certain extent plays the role of anti-theft, truly achieve the collection of protection and anti-theft in one.

personalized

Personalized packaging design is a widely involved and influential design method, whether it has great relevance and influence on the corporate image, the product itself or the social effect. Packaging image shaping and performance to the natural and lively humanized, organic modeling development, give packaging personality quality, unique style to attract consumers. Packaging box design must be systematic thinking, the actual situation from different angles and positions of the analysis, to establish, clear a variety of factors should be considered.

Anti-counterfeiting labeling

With the rapid development of modern science and technology, general packaging anti-counterfeiting technology has no effect on counterfeiters. It has become a powerful weapon to strengthen the visual effect of packaging box design and the technology of packaging printing industry. The innovative method of packaging box design and the combination of high-tech printing industry technology, the pursuit of ingenious originality and unique visual effects is another direction of sustainable development of packaging industry in the future.