A commodity can have good sales must go through the market test. In the entire marketing process, the packaging as a very important role, it uses its own unique image language to communicate with consumers, to influence the mood of consumers first, consumers first saw it on it The packaged product interest. It can contribute to the success can also lead to failure, highlighting the strength of the packaging does not make consumers swept away. As China's market economy continues to develop and improve, consumers have become more mature and rational, the market gradually reveal the "buyer's market" feature, which not only increased the difficulty of product marketing, but also to packaging design faced unprecedented The challenge, driven product packaging to grasp the public consumer psychology, toward a more scientific, a higher level of direction.
Clear boxes Packaging has become the main actors in the actual marketing of the commercial activity, inevitably produce a close relationship with the consumers of mental activity. As a packaging designer If you do not understand the consumer psychology will be caught in the blind. How can arouse the attention of consumers, but also how to further stimulate their interest to induce them to take the final purchase behavior, which must involve the knowledge of consumer psychology. Therefore, changes in consumer psychology and consumer research is an important part of the package design. Only by grasping and rational use of the law of consumer psychology in order to effectively improve design quality, an increase in value-added goods, while improving sales efficiency.
Consumer psychology research shows that consumers buy goods in front has a complex mental activity, and the difference in many aspects of age, gender, occupation, ethnicity, education level, social environment, then divided into many different consumer groups and individually the same consumer psychological characteristics. According to the China Social Investigation Office (SSIC) In recent years, the survey results for the people of consumer psychology, consumer psychology in general can be summarized as the following features:
1, realistic mentality
Most of the major consumer of psychological characteristics of consumers in the consumption process is realistic and psychological, that the practical effect of the most important commodities, commodity hope easy to use, cheap, does not deliberately pursue new aesthetic appearance and style. Holding realistic psychological consumer groups are primarily mature consumers, wage earners, housewives and the elderly consumer groups.
2, for the United States psychological
There is a certain tolerance of the economy for the United States psychological consumer prevails, pay attention to the shape of the goods themselves, and external packaging, pay more attention to the artistic value of the goods. Holds for the United States psychological consumer groups are primarily young people, the intelligentsia, and in such groups in the proportion of women 75.3%. In terms of product categories, jewelry, cosmetics, clothing, crafts and gift packaging need to pay more attention to the aesthetic value of psychological performance.
3, divergent psychological
Holding divergent psychological consumer groups are primarily young people 35 years of age. Consumer groups believe that such goods and packaging style is very important, pay attention to innovative, unique, personality, which requires the packaging of shape, color, graphics, etc. is more stylish, more avant-garde, and for the use value and the price level of goods is not very care. In this consumer groups, the minor children occupy a large proportion of them, sometimes for product packaging is more important than the product itself. For these consumer groups can not be ignored, its packaging design should highlight the "novelty" features to meet their divergent psychological needs.
4, herd mentality
Herd mentality of consumers are willing to cater to popular culture or to emulate celebrity style, ages span a large consumer groups such as a variety of media to vigorously promote the fashion and celebrity to promote the formation of such psychological behavior. To this end, packaging design should grasp the popular trend, or direct introduction by consumers like the product spokesperson, improve product reliability.
5, fame psychological
No matter what kind of consumer groups, there are certain psychological fame, attention to product brands, well-known brand trust and loyalty. In the economic conditions allow, even in spite of the high price of the commodity and insisted subscription. Therefore, packaging design and establish a good brand image is the key to sales success.
Overall, consumer psychology is complex, rarely maintain a long-term orientation, in most cases there are two or more possible comprehensive psychological requirements. Seek to promote the diversity of psychological product packaging showing the same variety of design styles.
Design trends
Packaging design good momentum of development in recent years, but how to further develop the market in order to adapt to the changing needs of the moment is the most important issue of development packaging design industry, in the end how to grasp the future of packaging design development trend? Here mainly on the following points:
Sustainability
The 21st century is the century of environmental protection, people have been working on new packaging materials and environmentally friendly packaging design ways to reduce environmental problems caused by solid waste. Innovation in packaging materials like: for insulation, shock, shock and perishable molded pulp packaging materials; late in the design seeks to minimize recalcitrant material used for packaging, maximize the use of light weight, small size, easily crushed or compressed, easy to separate the materials.
safety
Development of a company name "Faller" drug packaging, the packaging by die-cutting line on the box open, open the drawer requires a certain intensity, so open the way for adults is very easy, but For children, there is very difficult, and thus effectively prevent children mistakenly open, eating situation. Because of this, once the box is opened, it is difficult to restore, it is also to a certain extent, it played a role in security, and truly set protection and security in one.
Personalise
Personalized packaging design is a widespread and involve a greater impact on the design methods, whether it is associated with the impact on the corporate image, the product itself or the social effects are great. Image of packaging and performance to natural and lively humanity, organic modeling development, given personalized packaging quality, unique style to attract consumers. Packaging design must be systematic thinking, for analysis of the actual situation of different angles and positions, to establish, to understand the various factors that should be considered.
Security labeling
High-speed development of modern science and technology, the general anti-counterfeit packaging technology for counterfeiters have not produce effect. Strengthen packaging design visual effects and enhanced packaging and printing industry activism counterfeiting technology has become a powerful weapon. Innovative approach to packaging design and integrate high-tech innovations in the printing industry technology joined forces to pursue incisive originality and unique visual effect is another direction of future sustainable development of packaging industry.
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