Application of Heterogeneous Psychological Theory in Packaging Design

Abstract: The main purpose of packaging design is to attract people's attention, leaving a deep impression on the audience, making it passive and active, resulting in buying behavior. The psychological principle of heterogeneity is to study eye-catching and leave a deep impression on the viewer.

Keywords: packaging design heterogeneity psychological principles attract people's attention

Eye-catching, people can never forget that they need to strongly stimulate people's sense organs, so as to get a deep impression, this phenomenon is called psychological heterogeneity in psychological phenomenon. The principle is that when a person is suddenly stimulated, his or her sensory organs will lose their balance for a moment, causing rational changes in the perceptual cells, thus leaving a deep impression on people's perception. For example, when we first saw long-necked people, the strange image of that person made us feel sudden and surprised, leaving a very deep impression. We classify this phenomenon as the role of an accidental factor and regard it as a contingency phenomenon. The principle of heterogeneity is precisely from the analysis and study of these accidental phenomena, to find out the conditions and reasons for its emergence.

First, the conditions and causes of heterogeneity

The perception of an object image by a normal person is first performed through the major organs of the eyes and ears. “The shape of the eye, and the sound of the ear.” The process of human perception involves the process of thinking. In this process, it has the ability to judge, reason, and remember. The relative stability of perceptual memorability and object image existence and its development and change are regular. The existence of objects provides human perception organs with the conditions to be able to perceive the same object multiple times, and at the same time provides There are countless perceptual experiences in the perception process. Perceived experience is also called past experience. In the new process of perception, new experiences are acquired. These new experiences are always associated with various memories that have been formed in the past. This kind of connection will cause perceptions to lose balance, produce a sudden sense of strangeness, and thus appear psychological heterogeneity.

The existence of perceived experience is one of the conditions for the occurrence of psychological heterogeneity; and the existence of perceptual existence is the second condition for the generation of psychological heterogeneity. People's perception of the size, shape, and color of an object still maintains a certain state of mind when a certain condition changes, which is called perceptual regularity. For example, we cover a certain part of the body with a cloth. Although the image on our retina does not exist, we will never perceive that part of the body is missing. This is the function of perceiving normality. The reason for the heterogeneity of psychological phenomena is that the perceptual experience is inconsistent with the perceptual normality.

Second, the characteristics and types of heterogeneous psychological phenomena

The heterogeneity of psychological phenomena is characterized by the profound impression of suddenness of stimuli. There are three basic types of this suddenness:

(1) The abruptness of variation - that is, well-known objects appear in entirely new forms, or appear as non-universal features.

(b) The abruptness of time and space - that is, the time and space for the appearance of objects does not meet perceptual experience. The characteristic of this type is that the perception process it belongs to is continuous and active within a certain period of time. The sudden new experience is not necessarily related to the previous experience. The stimulant imposes no process on the sensory person. The sexual approach appears.

(iii) Synthetic spatial-temporal variation - This type is the first two types of complex types. It not only has the anti-perception experience of time and space, but also has a multi-factor of anti-perceived anti-perception and anti-perception. This type of integration is even rarer in real life, so the resulting stimulus is even stronger. In a sense, this type of synthesis is an artificial type that combines and uses heterogeneity of psychological characteristics. Therefore, the packaging design is more fully reflected.

Third, the application of heterogeneous psychological principles in packaging design

The appearance of the same type of accidental phenomenon has become a non-absolute chance. Once the law of non-absolute contingency arises, it will form a concept or principle. This phenomenon may appear with the appearance of inevitability and some people's activities. It is one of the means by which human beings understand the world and transform the world by making full use of the contingency that has been recognized and producing necessary results. Heterogeneous psychological phenomenon, because of its characteristics of the point of action and the point of action and its effect, is a profound impression in a short time. It meets the purpose and requirements of packaging design and is therefore widely used in packaging design.

(1) The abrupt change in the use of object imagery resulting from sudden variations in object image production is often referred to as recreating object imagery in packaging design. This re-creation has certain similarities with synthesis in the natural sciences. Its basis is often associated with certain ideas, and is usually for the sake of reproducing certain concepts. It includes the re-creation of a single object and the re-creation of the relationship between objects and objects. The commonly used methods include inverse proportion, anti-perspective, self-mutation of objects, and multiple repetition of objects.

1. Inverse proportion design The inverse proportion design is to change the normal proportion relationship of objects and to recreate the relationship between the size and proportion of objects and objects. Such as the US “double energy antacid” stomach package, the character image and the stomach are performed in a realistic manner. In order to highlight the stomach, the shape of the stomach is magnified by twice the normal proportion. Such anomaly and anti-perceived experience that set off its proportional relationship with a sense of realism gives people a sense of novelty and leaves a deep impression.

2, anti-perspective design anti-perspective is to break the perspective of the law in general near the big and small, resulting in an abnormal spatial relationship and proportional relationship. For example, in French red wine packaging, people in the distance in the picture are five times larger than those in close-range castle buildings, which makes people have a strong sense of strangeness and let the viewers never forget it.

3. The self-mutation of the object image itself is a variation in the shape or shape of the object. The phenomenon that cannot occur in real life becomes possible in the picture of packaging design. The object image appears in an abnormal shape or form. Such as South Korea's "stop immediately stop the runny nose" package of cold medicine, its design turned the human nose into a faucet, so that the audience feel suddenly, surprised and at the same time have many associations.

4. Repeatedly designing object images multiple times and repeatedly designing refers to the use of the same object image for repetitive layout design, appearing in the same picture in a completely identical shape or form, and emphasizing the repetition and arrangement of groups. Showing symbolic meanings can often produce unexpected results. Such as Japan's noodle packaging design, the person's mouth repeated three times, which is impossible in nature, but it does reflect the contents of the packaging information, the effect is strong.

(B) the use of spatio-temporal mutated heterogeneous psychology The use of spatiotemporal mutated heterogeneous psychology is more common in packaging design. It has the characteristics of a certain continuity in the perception process, and it also has an inevitable connection between things perceived in a certain period of time. Therefore, it has conditions for realizing spatiotemporal mutability. For example, in Brazil's coffee packaging, two scenes appear on the screen: a man wearing a hat is making a call; another scene is a woman who just left the plane carrying luggage. Combining these two pictures together creates a psychological heterogeneity and a strong stimulus to the viewer's senses. The above-mentioned commonly used heterogeneity mental principles can be used alone or combined in actual packaging design, and more often than not, they can be combined and used in multiple ways. However, it must be noted that the use of heterogeneous graphics to convey packaged product information is mostly based on symbolic and metaphorical visual language that communicates with the viewers. Therefore, it must give rise to the potential material and spiritual realities of the viewer. Needs must be understood by the audience, understandable to meet the traditions, culture, folk customs, folk customs and the public languages ​​of various countries in order to get the audience's response and resonate.

School of Art and Communication, Southwest Jiaotong University

Source: Art and Design