Whether a commodity can have good sales performance must be tested by the market. In the whole marketing process, packaging plays a very important role, it uses its own unique image language to communicate with consumers, to affect the first mood of consumers, the first time consumers see it on the packaging of the products have interest. It can promote success and lead to failure. The packaging without obvious power will let consumers sweep away. With the continuous development and improvement of China's market economy, the vast number of consumers have become increasingly mature and rational, and the market has gradually revealed the characteristics of the "buyer's market", which not only increases the difficulty of product marketing, but also makes packaging design meet unprecedented challenges, driving the packaging of products to grasp the consumer psychology of the public, toward In a more scientific and higher level direction.
Packaging has become the main behavior of marketing in the actual commercial activities, and inevitably has a close relationship with the psychological activities of consumers. As a packaging designer, if you do not understand the consumption psychology, you will be blinded. How to attract the attention of consumers, how to further stimulate their interest, induce them to take the ultimate purchase behavior, this must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and changes is an important part of packaging design. Only by grasping and reasonably using the law of consumer psychology can we effectively improve the design quality, increase the added value of goods, and improve the sales efficiency.
Consumer psychology research shows that consumers have complex psychological activities before and after purchasing commodities, and the differences in age, sex, occupation, nationality, educational level, social environment and many other aspects, then divided into a large number of different consumer groups and their different psychological characteristics of consumption. According to the survey results of the Chinese Social Survey Office (SSIC) in recent years, the characteristics of consumer psychology can be generally summarized as follows:
1, realistic psychology
The main psychological characteristic of most consumers in the process of consumption is the realistic psychology. They think that the actual utility of the commodity is the most important. They hope that the commodity is convenient to use, cheap and beautiful, and do not intentionally pursue the beauty of the appearance and the novelty of the style. The consumer groups with realistic psychology are mainly mature consumers, wage earners, housewives, and elderly consumer groups.
2, seeking beauty psychology
Consumers with certain economic affordability generally have the mentality of seeking beauty, pay attention to the shape of the goods themselves and the external packaging, and pay more attention to the artistic value of the goods. The consumer groups holding the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts should pay more attention to the expression of aesthetic value psychology.
3, psychology of seeking difference
The consumer group with different psychology is mainly young people under 35 years old. This kind of consumer group thinks that the style of commodity and packaging is extremely important, stressing novelty, uniqueness and individuality, that is to say, the shape of packaging, color, graphics and other aspects of more fashionable, more avant-garde, and for the use of commodity value and price level is not very concerned. In this consumer group, the proportion of minors occupies a considerable proportion of children, for them, sometimes the product packaging is more important than the product itself. In view of this group of consumers can not be ignored, its packaging design should highlight the "novelty" characteristics to meet their psychological needs.
4. Conformity psychology
Consumers of herd mentality are willing to cater to fashion or imitate the style of celebrities, and the age range of such consumer groups is large, because the vigorous publicity of fashion and celebrities by various media promotes the formation of such psychological behavior. Therefore, packaging design should grasp the trend of fashion, or directly introduce the product image spokesperson which is deeply loved by consumers, so as to improve the reliability of products.
5, the psychology of seeking fame
No matter what kind of consumer groups have a certain mentality of seeking fame, attach importance to the brand of goods, have a sense of trust and loyalty to well-known brands. Under the circumstances of economic conditions, it even insists on subscribing to the high price of the commodity. Therefore, packaging design to establish a good brand image is the key to the success of product sales.
In short, the psychology of consumers is complex, rarely maintain a long-term orientation, in most cases it is possible to integrate two or more psychological requirements. The pursuit of psychological diversity drives product packaging to display the same diversity of design styles.