Packaging design in the most popular modern consum

2022-10-20
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Packaging design in modern consumer psychology

the main function of packaging design is to protect goods, followed by beautifying goods and conveying information. It is worth noting that the latter two functions have become increasingly important for modern consumption. With the continuous improvement of people's living standards, people are no longer only satisfied with food and clothing, but increasingly picky about goods. The competition between manufacturers and similar commodities is also becoming increasingly fierce, especially with the continuous expansion of supermarkets, packaging design should highlight the information and value functions of commodities. So, how can consumers buy goods on the shelves satisfactorily in the process of purchase? The author believes that good packaging design should not only solve the basic principles of design, but also focus on the psychological activities of consumers in order to stand out among similar goods

1 consumption motivation

the most direct goal of commodity packaging is to stimulate consumers to buy. This goal should be the first consideration when formulating the commodity packaging plan. Secondly, even if consumers are not prepared to buy such goods, they should also be encouraged to have a good impression of the brand, packaging, trademark and manufacturer of the product

consumers' decision to spend money on things is driven by some motivation. People's actions are generally dominated by certain subjective internal reasons, namely motivation, which is closely related to needs. Motivation is the embodiment of needs under certain conditions and is transformed from human needs. In other words, people act to meet certain needs. Consumers go to stores to buy certain goods because they need them. If winter comes, people will go to stores to buy down jackets or overcoats to resist the cold

motivation is transformed from need, but not all human needs can be transformed into motivation to promote people to act. Needs are often experienced in the form of wishes. For example, many people want their skin to be healthy and beautiful, which is human nature. But if there are no cosmetics such as anti wrinkle beauty cream, this desire can not promote people to buy cosmetics, but only exists in the form of desire in people's hearts. Only when a manufacturer produces this product and makes consumers know that there are cosmetics that meet their beauty aspirations through advertising, will consumers go to stores to buy such cosmetics. This is a purchase action driven by the motivation to meet a wish. Only then can need really be transformed into motivation and become the driving force of people's buying behavior

people's needs are hierarchical, and many psychologists have made in-depth discussions on this. American psychologist Maslow's "hierarchy of needs" is one of them. He divided human needs into five levels:

(1) physiological needs: eating, drinking, air, etc

(2) safety needs: the need for freedom in danger and fear

(3) the need to belong and love: the need to get the love of relatives and friends and establish a family

(4) the need to respect and honor achievements

(5) self realistic needs

among them, self realistic needs include the need to seek knowledge; Aesthetic needs; The need for their own growth and development; The need to give full play to their talents, etc. Some consumer buyers should be able to accurately locate products, on the one hand, for use, on the other hand, to show their status, upbringing and appreciation. For example, when "big brother" () first entered the Chinese market, many people who bought "big brother" not only used it, but also showed their "economic strength" to satisfy their vanity when talking about business or in public. It can be said that this is a purchase motivation to meet spiritual needs. Therefore. When formulating the packaging design positioning of different commodities, we should investigate and study the needs and motivation types of consumers in order to carry out packaging design targeted

2 characteristics of purchase behavior

(1) consumers' purchase behavior can meet not only physiological and material needs, but also social and spiritual needs. For example, the purchase of cigarettes, wine, vegetables, milk powder, clothing, shoes and hats and other things is basically to meet the physiological needs of hunger, nutrition, heat preservation and so on. Buy all kinds of books, subscribe to all kinds of magazines, buy color TVs, VCDs, etc. for the needs of work or to meet spiritual needs, etc

(2) consumers' buying behavior is sometimes dominated by one motive, and sometimes by a variety of complex motives. These motives are often intertwined to form a buying behavior system. The motivation to meet spiritual and social needs is often accompanied by the motivation to meet physical and material needs. For example, consumers with low economic income often only pay attention to the use value of commodities, and the requirements for commodities are low price and good quality. This is the behavior of purchasing goods dominated by a purchase motivation. The consumption behavior with rich economic income often pays more attention to the quality of commodity packaging. The purchase motivation of these consumers is quite complex. Their physical and physical needs are intertwined with spiritual and social needs, of which spiritual and social needs occupy the dominant position. With the continuous improvement of living standards and the changing needs of consumption, when establishing the goal and positioning of packaging design, we should think more about meeting people's social life and spiritual needs

(3) consumers' needs develop from low-level physiological needs to high-level spiritual and social needs. For most people, "enough food and clothing, then know honor and Disgrace", which reflects the development of needs. However, advanced spiritual and social needs will not arise spontaneously, but can only be formed after the impact of the social reality environment and the laws of education and market development. The formation of consumers' advanced needs is also guided and influenced by packaging design to a certain extent, that is, consumers' purchase motivation is guided by commodity packaging. For example, if the packaging design of mineral water only publicizes the role of thirst quenching and ignores the introduction of minerals, trace elements and hygiene and health in the water, the effect will not be very good. Because modern consumers' needs for drinking water not only quench their thirst, but also supplement some material elements needed by the human body. The design should mainly reflect the source of water quality (natural mineral water), containing a large number of minerals required by the human body, and ensuring safe and healthy drinking. In this way, consumers will be infected and buy mineral water according to the guidance of packaging design, so as to meet people's physiological and spiritual needs and pursuit. Only when we know ourselves and the enemy, and understand the law of consumers' purchase motivation, can we reflect the role of packaging in guiding consumption

3 psychological factors in design

(1) attention is the first factor to enhance the packaging effect. Attention is a feature of people's cognitive psychological activity process, and it is people's direction and concentration of things they know. Attention phenomenon is not an independent psychological process. People will show the characteristics of attention no matter in perception, memory or thinking. From the analysis of psychological research, if a package design wants to make consumers pay attention and understand, comprehend and form a solid memory, it is inseparable from the novelty characteristics of high text transmission accuracy, words, colors, graphics, sounds and other conditions in the packaging that acts on human eyes and ears

in people's visual cognitive activities, they do not passively accept the stimulation of objective stimuli. It is carried out under the interaction of objective stimuli and people's subjective internal psychological factors. The article, picture, color and shape of commodity packaging are stimuli of "visual elements" for consumers, and these stimuli must have certain novel image characteristics to attract consumers' attention

(2) emotion and association. It is not too difficult for designers to be eye-catching in packaging, but it is the most critical in the design process to be different and reflect the cultural connotation and contribution points (needs) of commodities

among the elements of commodity packaging design, color has the strongest impact. The colors used in commodity packaging will make consumers associate, induce various emotions, and change their purchasing psychology. However, certain rules should be followed when using color to stimulate people's emotions. Psychological research believes that when drawing food packaging, do not use or use less blue and green colors. The implementation of environmental protection laws and regulations such as orange, orange car air quality and VOC, vehicle recyclable and restricted materials laws and regulations, red is reminiscent of bumper harvest and maturity, thus causing customers' appetite and purchasing action. Just like in our real life, when consumers buy supplements, most of them will be satisfied with the packaging of large areas of warm colors. And for cleaning products, they are more interested in cold color packaging. This is not only the subjective reason of goods, but also the function of consumers' emotional association

(3) successful commodity packaging can not only arouse consumers' emotions and associations, but also make consumers "never forget"

psychology believes that memory is the reproduction of things that people have experienced in the past. Memory is an important link in the process of psychological cognition. The basic process includes memorization, retention, recall and recognition. Among them, memorization and retention are the premise; Recall and recognition are the results. Only by remembering and keeping firm, can memory and recognition be realized

therefore, in order for consumers to remember, commodity packaging design must reflect the distinctive personality of commodities, concise and clear text, pictures and images, as well as the cultural characteristics of commodities and modern consumption fashion, so that consumers can remember forever

4 conclusion

people's psychological activities are extremely subtle and difficult to figure out. People often buy goods based on their own impression. The psychological test of commodity packaging on consumers shows that beauty and ugliness, elegance and vulgarity, attention and exclusion, these psychological emotions are not only different for men, women, young and old, but also very different due to the preferences of countries, regions and individuals. Therefore, as a designer, we must understand the market, study the factors of design form and analyze the psychology of consumers. Only in this way can we accurately help customers get the most effective processing technology for our materials, and explore the laws of packaging design and consumer psychological activities, so as to improve the effect of packaging design and encourage consumers to buy goods

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