Packaging design is based on the product's attributes, shape and circulation trends, through planning and creativity, using a combination of art and technology, using appropriate materials, modeling, structure and protection technology, through graphics, color and other visual elements to create a unique Personality product packaging image. In today's fierce market competition, packaging design has become more than just an art and technology creation activity. It has become a strategic tool for exploiting markets and occupying markets. According to information, 50%-60% of consumers are affected by packaging and make purchases. The interests of the formation of purchasing behavior, and therefore we should also be conceived from the marketing perspective of packaging design, understand what is the packaging design? Who is it designed for? How to proceed with design? The concept of marketing emphasizes understanding of consumer psychology and satisfaction of consumer needs and desires. Because of this, contemporary packaging design must start from the perspective of researching consumer psychology. , so that the package has a better commercial sales function. This article will try to start from the consumer's psychological point of view, its impact on the packaging design, so that the packaging meets the consumer's psychological characteristics, the real combination of design concepts and corporate marketing concepts, so that packaging design to promote sales .
I. Consumer Perception Psychology
People's psychological activity is the basis for any behavior. The generation of people's consumption behavior is based on the consumer's psychology. How consumers choose and buy products is an important topic in the current research of the advertising design industry, so learn about consumers. The influence of mentality on packaging design is a topic worthy of attention of designers. Psychology is the general term for people's feelings, perceptions, attentions, memories, thoughts and other psychological phenomena. From the perspective of market circulation, we believe that consumer psychology is an internal activity and corresponding external activity before the goods have yet to transfer from the market to the consumers themselves. Consumer psychology is a general term for a variety of psychological phenomena including motivation, personality, perception, beliefs, and attitudes. Among them, perception is an important factor, and there is less research on it. Therefore, we must focus on analyzing consumers. How does the psychological phenomenon of perception affect packaging design? Perception refers to the process by which a person chooses, organizes, and interprets sensory stimuli, making it a meaningful and consistent reality. Consumers first understand the product, first of all, through the body's perception of the product intuition, image response, in the storage of product information, the initial identification of the formation of the initial stage of understanding. Most people experience three kinds of perceptual processes, selective attention, selective understanding and selective memory. Selective attention is that when people are faced with many stimuli, it is impossible to pay attention to all the stimuli, but to be screened. Generally, people pay more attention to the stimuli related to their current needs, pay attention to what they expect, which means that The packaging design must do its best to attract consumers' attention in numerous product packaging. If you want to make a difference and stand out, the color, texture, appearance, and special information of the packaging will become important stimuli. Sexual understanding refers to people's preference for their own preconceptions. The halo effect plays an extremely important role here. People explain the preconceived information in a supportive manner. This requires that we try to change consumers in packaging design. The original attitude, while creating in accordance with the fixed visual habits of consumers, so as not to allow consumers to have a wrong understanding; selective memory means that in the information that is noticed by the consumer, only a few can eventually remain in their memory. Consumers' selective memory tends to be those that support their attitudes and beliefs. How this perception process will deepen consumers' memory of product information mentioned an important degree. This also puts forward higher requirements for packaging design. It is hoped that consumers will be able to leave a deep impression on the product through packaging. Good brand image to promote product sales.
Second, the perception of the process of packaging design
How does packaging design based on the psychological phenomenon of consumer perception make this product stand out in many competing products to attract the attention of consumers, allow consumers to understand according to the original intention of packaging design, and remember this product? According to the above perception The following three points should be noted in the process of packaging design:
(1) Attention effect
The product information that the consumer originally got was obtained from the packaging and name of the product. The packaging design must be novel, clean, and give a visual sense of beauty so that the consumers' sight can be immediately captured and the consumers' Note that at the same time, the package should act as a “silent salesman†when the consumer first sees it, demonstrating product sales claims. In order to allow consumers to have a good first impression of the product, attract attention, packaging to use a new and unique shape, beautiful and delicate patterns, the characteristics of the material, so that the package has a significant effect. On the other hand, we should also pay attention to the application of color, because the earliest consumers have the impression of color when they move around to buy goods, and only in this way can they attract selective attention from consumers, thus causing their interest and preference for the product. Generate purchase behavior.
(2) Symbolic effect
The packaging should symbolize the product's attributes and styles. The packaging design should not only attract consumers to see the product through modeling, color, and pattern, but also enable consumers to accurately understand the product through packaging. The consumer's initial perceptual knowledge of a new product stems from the packaging. They will inevitably infer the situation of the related product from the impression of the package and conduct selective understanding. At the same time, the packaging design must pay attention to maintaining the coherence of packaging and products, that is, packaging should symbolize the product's image and style, do not "bad straw bale pearl", otherwise it will affect the consumer's understanding of the product and memory. For example, in the use of color in packaging design, various commodities have their own attribute tints. Consumers can quickly know the contents of packaging by their colors. They will associate the characteristics and images of the goods with the color patterns and unique styles of the packaging. Because people tend to have a psychological tendency for some colors and patterns, and some fixed subjective feelings and visual habits are generally considered to be blue and peaceful, purple noble and elegant, green and youthful, so in order to accurately convey product information, The shapes and colors used in packaging design must conform to people's habits and psychological trends and avoid misunderstandings. For example, masculine packaging should adapt to consumers' pursuit of rigorousness, perseverance, and other psychological requirements, and use expressive packaging, while women's packaging should adapt to women's pursuit of tenderness, exquisiteness, and elegant requirements, and use women's attractive packaging. However, sometimes a reasonable "misplacement" can often bring special effects to the product image. Of course, this requires a higher "feature" for the designer.
I. Consumer Perception Psychology
People's psychological activity is the basis for any behavior. The generation of people's consumption behavior is based on the consumer's psychology. How consumers choose and buy products is an important topic in the current research of the advertising design industry, so learn about consumers. The influence of mentality on packaging design is a topic worthy of attention of designers. Psychology is the general term for people's feelings, perceptions, attentions, memories, thoughts and other psychological phenomena. From the perspective of market circulation, we believe that consumer psychology is an internal activity and corresponding external activity before the goods have yet to transfer from the market to the consumers themselves. Consumer psychology is a general term for a variety of psychological phenomena including motivation, personality, perception, beliefs, and attitudes. Among them, perception is an important factor, and there is less research on it. Therefore, we must focus on analyzing consumers. How does the psychological phenomenon of perception affect packaging design? Perception refers to the process by which a person chooses, organizes, and interprets sensory stimuli, making it a meaningful and consistent reality. Consumers first understand the product, first of all, through the body's perception of the product intuition, image response, in the storage of product information, the initial identification of the formation of the initial stage of understanding. Most people experience three kinds of perceptual processes, selective attention, selective understanding and selective memory. Selective attention is that when people are faced with many stimuli, it is impossible to pay attention to all the stimuli, but to be screened. Generally, people pay more attention to the stimuli related to their current needs, pay attention to what they expect, which means that The packaging design must do its best to attract consumers' attention in numerous product packaging. If you want to make a difference and stand out, the color, texture, appearance, and special information of the packaging will become important stimuli. Sexual understanding refers to people's preference for their own preconceptions. The halo effect plays an extremely important role here. People explain the preconceived information in a supportive manner. This requires that we try to change consumers in packaging design. The original attitude, while creating in accordance with the fixed visual habits of consumers, so as not to allow consumers to have a wrong understanding; selective memory means that in the information that is noticed by the consumer, only a few can eventually remain in their memory. Consumers' selective memory tends to be those that support their attitudes and beliefs. How this perception process will deepen consumers' memory of product information mentioned an important degree. This also puts forward higher requirements for packaging design. It is hoped that consumers will be able to leave a deep impression on the product through packaging. Good brand image to promote product sales.
Second, the perception of the process of packaging design
How does packaging design based on the psychological phenomenon of consumer perception make this product stand out in many competing products to attract the attention of consumers, allow consumers to understand according to the original intention of packaging design, and remember this product? According to the above perception The following three points should be noted in the process of packaging design:
(1) Attention effect
The product information that the consumer originally got was obtained from the packaging and name of the product. The packaging design must be novel, clean, and give a visual sense of beauty so that the consumers' sight can be immediately captured and the consumers' Note that at the same time, the package should act as a “silent salesman†when the consumer first sees it, demonstrating product sales claims. In order to allow consumers to have a good first impression of the product, attract attention, packaging to use a new and unique shape, beautiful and delicate patterns, the characteristics of the material, so that the package has a significant effect. On the other hand, we should also pay attention to the application of color, because the earliest consumers have the impression of color when they move around to buy goods, and only in this way can they attract selective attention from consumers, thus causing their interest and preference for the product. Generate purchase behavior.
(2) Symbolic effect
The packaging should symbolize the product's attributes and styles. The packaging design should not only attract consumers to see the product through modeling, color, and pattern, but also enable consumers to accurately understand the product through packaging. The consumer's initial perceptual knowledge of a new product stems from the packaging. They will inevitably infer the situation of the related product from the impression of the package and conduct selective understanding. At the same time, the packaging design must pay attention to maintaining the coherence of packaging and products, that is, packaging should symbolize the product's image and style, do not "bad straw bale pearl", otherwise it will affect the consumer's understanding of the product and memory. For example, in the use of color in packaging design, various commodities have their own attribute tints. Consumers can quickly know the contents of packaging by their colors. They will associate the characteristics and images of the goods with the color patterns and unique styles of the packaging. Because people tend to have a psychological tendency for some colors and patterns, and some fixed subjective feelings and visual habits are generally considered to be blue and peaceful, purple noble and elegant, green and youthful, so in order to accurately convey product information, The shapes and colors used in packaging design must conform to people's habits and psychological trends and avoid misunderstandings. For example, masculine packaging should adapt to consumers' pursuit of rigorousness, perseverance, and other psychological requirements, and use expressive packaging, while women's packaging should adapt to women's pursuit of tenderness, exquisiteness, and elegant requirements, and use women's attractive packaging. However, sometimes a reasonable "misplacement" can often bring special effects to the product image. Of course, this requires a higher "feature" for the designer.
(3) Brand effect
Packaging is the biggest carrier, communicator, and embodiment of the brand. Packaging should have individual characteristics and produce a brand effect. When it comes to brands, the first thing consumers think of is packaging, because packaging is something that is easy to remember. The products that consumers love nowadays are no longer just product features, brand images, special styles and novel designs for packaging. Unique ideas are more attractive to them and more likely to generate memories of the product. Strengthen their sense of trust in the product, and to some extent reflect the buyer's taste. In this regard, excellent packaging design should be based on the market as the evaluation criteria, according to different stages, different locations, different ages, levels of consumer groups, to make sales targeted packaging, so that the packaging has to comply with The characteristics of consumer personality produce a brand effect so that it can meet the psychological process of consumers' selective memory. Personalized packaging patterns and color designs are important means for highlighting brand image and improving memory, and play an important role in the process of making selective memory.
It can be seen that the effect of the three processes of perception on packaging design is obvious. In order to better play the sales function of packaging, this product has an advantage in the fierce market competition. In the packaging design process, attention should be paid to the above points, and at the same time to establish Packaging design is for the concept of consumers, so that consumers have selective attention, selective understanding and selective memory to meet the interests of this product, while promoting the consumption of this product, so that the brand image is constantly being improved.
Source: Print Information