Design and consumption psychology of gift box packaging
Date of release:2018-07-11 Author:半岛科技 Click:
A good sales performance of a commodity must be tested by the market. In the whole marketing process, packaging plays an important role. It USES its own unique image language to communicate with consumers to influence consumers' emotions, and consumers become interested in the products it packs when they can see it at once. It promotes both success and failure, and unobtrusive packaging can sweep consumers away. Along with our country market economy unceasing development and perfection, consumers have become more mature and rational, the market gradually show the characteristics of "buyer's market", which not only increased the difficulty of product marketing, but also make the package design encountered unprecedented challenges, drives product packaging, grasp the public's consumption psychology towards a more scientific, the direction of higher level.
It becomes the main behavior of marketing in actual commercial activities, and inevitably has a close relationship with the psychological activities of consumers. As a packaging designer, if they do not understand the consumer psychology, they will be blinded. How to attract consumers' attention, and how to further stimulate their interest and induce them to take the final purchasing behavior, all of these must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and changes is an important part of packaging design. Only by mastering and applying the law of consumer psychology can we improve the design quality effectively and increase the sales efficiency while increasing the added value of goods.
The research of consumer psychology shows that consumers have complex psychological activities before and after purchasing goods, and the differences in age, gender, occupation, nationality, educational level, social environment and so on divide many different consumer groups and their different psychological characteristics of consumption. According to the survey results of China social survey office (SSIC) on people's consumption psychology in recent years, the characteristics of consumption psychology can be generally summarized as the following:
1. Realistic psychology
The main psychological characteristic of most consumers in the process of consumption is the realistic psychology, believing that the practical utility of commodities is important. We hope that commodities are convenient to use, cheap and fine, and do not deliberately pursue the beauty of appearance and the novelty of style. Consumers with realistic psychology are mainly mature consumers, working class, housewives, and elderly consumers.
2. Be curious
The majority of consumers are under 35. This kind of consumer group thinks the style of commodity and pack is very important, pay attention to novel, distinctive, have individual character, the modelling that asks packaging namely, colour, graph is more fashionable, more avant-courier, and do not care about the use value of commodity and price very much. In this consumer group, juveniles account for a large proportion of children, for whom the packaging of products is sometimes more important than the product itself. For this group of consumers, their packaging design should highlight the characteristics of "novelty" to meet their psychological needs of seeking for differences.
3. Beauty seeking psychology
Consumers with certain economic bearing capacity generally have a desire for beauty. They pay attention to the shape and external packaging of commodities, and pay more attention to the artistic value of commodities. The consumers who hold the psychology of seeking beauty are mainly young people and the knowledge class, and the proportion of women in this group is as high as 75.3%. In terms of product category, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts should pay more attention to the expression of aesthetic value psychology.
4. Psychology of seeking fame
No matter which kind of consumer groups have a certain psychology of seeking fame, they attach importance to the brand of goods, and have a sense of trust and loyalty to famous brands. If the economic conditions permit, even regardless of the high price of the goods and insist to subscribe. Therefore, packaging design to establish a good brand image is the key to successful product sales.
5. Herd mentality
Consumers who follow the crowd are happy to cater to the fashion trend or follow the style of celebrities. Such consumers have a wide range of ages, because the vigorous publicity of fashion and celebrities in various media promotes the formation of such psychological behavior. For this reason, packaging design should grasp the popular trend, or directly launch the product image spokesmen that are deeply loved by consumers, so as to improve the trust of products.
In a word, 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 diversified pursuit of psychology makes product packaging present the same diversified design style.
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