The packaging of cigarettes is closely related to consumer purchasing behavior. Because China is the world's largest consumer of cigarettes with the largest number of cigarette brands in the world, facing a large number of cigarette brands, consumers have a lot of selectivity in purchasing behavior, and this selectivity is the best-selling cigarettes of certain brands. Some of the important reasons for the slow sales of these brands. The survey shows that the proportion of consumers who consume cigarettes is gradually increasing. According to psychological theory, we know that any consumer who buys a product must make a comprehensive analysis of his impressions before deciding whether to purchase. Therefore, the packaging of cigarettes is critical.
Cigarette packaging is closely related to consumer psychology
Cigarette packaging has a close relationship with consumer psychology, which is mainly reflected in the following aspects:
1, cigarette packaging reflects the value
Cigarette packaging is an important means to realize the value and use value of cigarette products and increase their value. Cigarette packaging is a part of the product. It is used to convey information, sell cigarettes, maintain quality and brand reputation, and at the same time as cigarette brands, it has the effect of perceiving consumers. It conveys specific symbols to consumers and gives consumers a clear image of product quality, grade, and characteristics. This is the basic way of cigarette awareness transmission. The packaging of cigarette products has a particularly important psychological effect, but product packaging does not seem to receive enough attention from many cigarette companies. They do not quite understand that the label and color of the label paper are not attractive to consumers, so even the best advertisements And the quality will fail. If the box is ugly and transparent, it is possible that all the energy and expense spent on the brand's cigarette will be wasted. Market feedback shows that some cigarettes still have packaging problems such as poorly-formed packaging boxes, unbranded papers, and lack of packages. These seemingly minor issues will always directly affect consumer purchasing psychology and purchase behavior. .
2. The psychological role of cigarette packaging
Although the design of cigarette packaging has undergone a lot of research and innovation, the basic design has not changed much. For example, the basic composition of a cigarette package (soft bag) is as follows: (1) a transparent film with a draw tape; (2) an outsourced label paper; (3) an inner paper wrapper formed of aluminum foil and having one The seal seals the top. Psychology studies show that the action of a smoker opening a soft pack is an important part of the habit. From the perspective of psychology, the process of opening cigarette packs is very important to smokers because he can personally see that the cigarettes are well protected from this process. At the same time, the process of opening cigarette packs can be made mentally Feel happy. It is worth noting that the psychological impact of the ripped tape's ripped feel and cigarette pack's crispness and tightness on the smoker is subtle. There are no other reasons why some consumers repeatedly purchase cigarettes of a certain brand, just because they like the special feeling of tearing the cable.
3, cigarette packaging design, packaging materials and packaging color
Because the packaging specifications of cigarette products are relatively uniform on the market, packaging design, packaging materials and packaging colors play an important role in distinguishing other brands of products. They provide consumers with product quality and grade information. From a psychological point of view, different cigarette packaging designs and packaging materials can leave consumers with completely different product impressions. At the same time, packaging design and packaging materials are an important basis for consumers to evaluate the quality of cigarette products.
In terms of vision, color precedes shape, and color has a predominant role in the packaging of cigarette products. In order to obtain the obvious display effect and propaganda effect of the cigarette display window, the packaging color must be used as a non-negligible content in the design of cigarette products. Psychology studies have shown that different colors have different psychological responses to consumers. Some people have ever done cigarette packaging color experiments. Packaging cigarettes with the same packaging design and quality are packaged in four colors: white, red, green, and brown. Then the different smokers were observed, compared, and evaluated. The results showed that although there were great differences in the personal character, hobbies, and cultural level of the participants, the conclusions were surprisingly similar: They believed that the four colors of cigarettes There is a big difference. It is believed that the cigarettes in white packaging are soft and light; the red packaging cigarettes are full of strong flavor and plentiful; the green packaging cigarettes are elegant, mellow, comfortable and high-grade. Therefore, the correct use of collocation methods for packaging colors plays a good role in maintaining the style of cigarette products and inducing consumers' psychological induction.
4, the psychological strategy of cigarette packaging
Packaging is one of the important means for companies to create profits. Cigarette packaging decisions are important decisions for corporate marketing activities. Without good packaging, there is no good market. This is already a marketing discipline. Cigarette packaging is the direct and primary transmitter of personality in cigarette products, and is the most sensitive and largest influencing factor of product personality.
There are two major brands of successful cigarette packaging
In order to make a successful cigarette packaging decision, we must pay attention to the following two factors: 1. Cigarette product packaging must meet the consumer's emotional and aesthetic needs. When consumers buy cigarettes, they always like to choose products that look like their own tastes for unfamiliar brands. That means they prefer cigarettes that match their aesthetic habits, tastes and ideals. . For example, the Salem brand cigarette with the world's first sales of menthol cigarettes has a white box color as its main color, representing purity, romance and comfort. The brand name is lined with green lines to add a bit of elegance. Fresh air; the top of the cigarette box is a green tree-shaped shrinkage, symbolizing the lush forest and nature. The package design of the entire cigarette pack embodies a fresh, elegant, natural and pleasant atmosphere, highlighting the characteristics of menthol cigarettes, and particularly appealing to the intellectuals and women.
2, can not easily change the product packaging image. Cigarettes are habitual consumer products. Consumers like to buy according to their familiar packaging image. Once the cigarette package is impressed in the memory of the consumer, there is a great risk in changing this package. Because any change in the packaging image may cause consumers to doubt or distrust product images, it is believed that the changed cigarette products have been very different from those before the change. Continuing to purchase may bring risks and lead to disruption of consumption. Therefore, before a company decides to change product packaging, it must analyze whether the change in packaging response to consumer purchases is positive or negative. Analyze the change in packaging to product profitability and marketing sales. influences. In cigarette packaging decisions, similar packaging strategies, multiple packaging strategies and gift packaging strategies are the packaging strategies that are often used by cigarette factories. Adopting the above packaging strategies and the organic combination of marketing tools such as advertising, promotions, and prices can strengthen and stimulate consumers' purchasing psychology and thus induce their purchasing behavior.