The psychological design of consumerism in packaging design II

3 Package Design Strategies in Consumer Psychology

Through the analysis of consumer's consumption habits and consumption motives, the psychological activities of consumers when purchasing goods are generally divided into realistic psychology, seeking new psychology, seeking beauty psychology, seeking profit psychology, showing off psychology. According to different psychological activities of consumers, packaging design strategies adopt different positioning, styling, color, and program design methods to cater to consumers' psychological characteristics and facilitate the completion of purchase activities.

1) Truth-seeking Psychology: The main purpose of consumers is to pursue the actual practical value of goods such as practicality and benefits. Consumers pay attention to the quantity and effectiveness of merchandise, emphasize economical, durable, cost-effective, genuine, consumer behavior is relatively stable, not easily affected by external factors, such packaging design must clearly show the product's trademarks, components, Measurements, prices, and instructions for use make consumers at a glance. Consumers, by comparison with other similar products, purchase goods because they are more practical and affordable than other products.

2) Innovation Psychology: Consumers are pursuing the psychology of novelty and fashionable clothing as the main purpose. Such psychological consumers are mostly young people with better economic conditions. They are full of vigor and vitality, love the trend, and are prone to the outside world. Influencing factors, merchandise, shopping, product-oriented, color, style, do not pay attention to whether the product is practical and price level, often attracted by the fashionable and novelty of commodity packaging, resulting in the purchase of motivation.

According to the general laws of color psychology, beverage packaging colors are suitable for green or blue tones. The green tone made people feel refreshed and refreshed. The blue tone reminded of the coolness of the water. The packaging of the American Coca-Cola was an anti-conventional and adopted a big red tone. It had exciting psychological features of color and strongly attracted the attention of consumers. The novelty, excitement, and unforgettableness of Coca-Cola were felt, making Coca Cola popular in the world.

3) Psychology for the United States: Consumers are pursuing the artistic aesthetic and appreciation value of merchandise packaging as the main purpose. When consumers buy merchandise, they pay attention to the beauty of the packaging, the beauty of color, the beauty of art and the packaging of goods. The cultivation of emotions, from which we get the feelings of the United States, in ancient times there is a story of buying and returning beads, enough to see the aesthetic value of packaging.

4) Profit-seeking psychology: The psychology of consumers as their primary purpose is to pursue the low prices of goods or the benefits (big sale, big gifts, big draws) obtained when they purchase goods. Consumers pay attention to the price of goods and the purchase of affordable products. Discounted merchandise, processed merchandise, one-for-one purchases, and shopping-winning merchandise. For example, children's toys, candy and other products on the packaging attached to comic books, literary figure can cause people to repeat the purchase.

5) Showing off psychology: When consumers purchase goods, they display their own status, prestige and wealth as the main purpose of the psychology. Consumers pay attention to the influence and symbolism of the goods, and they like to purchase valuable and brand-name goods to show their wealth and prosperity. The special status. Satisfy this type of consumer packaging materials used sophisticated, modeling, beautifully printed, focusing on brand and brand name signs.

4 Conclusion

In short, in an increasingly competitive sales environment, packaging as a “silent salesman” must be aware of consumers’ psychological needs and purchasing motivation when designing packaging, so as to better attract consumers and stimulate consumer purchasing desires. , To achieve the purpose of promoting sales, so that businesses and businesses in the market to win the advantages and development.

(Wen / Raopingshan Hubei Institute of Economics)

Packaging Engineering