The consumer's heart is the ultimate market, and the multi-dimensionality and diversity of people's consumption psychology determine that the product packaging must have multi-dimensional emotional appeal in order to attract specific consumer groups and produce the expected purchase behavior. Sales packaging is the epitome of marketing strategy. The psychological strategy of packaging design is a very logical marketing idea. It not only attracts specific consumers in the auditorium to produce the expected purchase behavior, but also captures the excitement of consumers from the psychological point of view. Buying desire. To sum up, consumers generally have the following psychology when shopping:
First, seek psychological customers shopping for convenience, such as transparent or window-packed food can be easily selected; modular packaging of gift baskets can be easily used; flexible packaging drinks, such as portable speed, packaging, convenience and ease of use to add goods Attractive. The popular “barrier-free†packaging in foreign countries, such as the type of detergent used in the pull-type judgment identification package to distinguish detergents with serrated markings; the automatic identification mark “in the middle of the cover is proved to have not passed the shelf life†in the canned food, etc. They were originally developed to cater for the elderly and disabled people. The result was widely enjoyed by consumers, and it is clear that seeking convenience is the consumer's psychology.
Second, realistic psychological products, including packaging, its design must be able to meet the core needs of consumers, that is, must have real value. In the cultural groups of all ages, the elderly are most concerned about simplicity and reality, but now the various health supplements for the elderly are generally overpackaged in the form of “more than contentâ€. Even if these products can attract occasional gift purchases, it is difficult to win the loyalty of consumers and lack the motivation for long-term development.
Third, the new psychology Especially for high technological content of products, packaging, materials, processes, styles and interior design should reflect the advanced nature of technology. For example, three-dimensional packaging, aseptic packaging, anti-theft packaging, and the like produced by the concave-convex technology can reflect the outstanding achievements of science and technology through novel and unique packaging and reflect the superior performance of the product.
IV. Psychology of confidence The company's name and trademark are highlighted on the product, which helps to reduce buyers' skepticism about product quality. In particular, companies with a certain degree of visibility do the best for both product and business promotion. The packaging of American Budweiser's Silver Ice Beer has a quality standard consisting of penguins and logos. Only when the beer refrigerating temperature is the most suitable, the lively little penguin will show up and guarantee to the consumers that it is genuine and satisfying. The letter seeking psychology.
Fifth, the United States psychological product packaging design is the crystallization of decorative arts. The exquisite packaging can stimulate high-level social needs of consumers. The packaging with deep artistic appeal is a kind of enjoyment for package buyers, and it is to promote potential consumers to become visible consumers and become long-lasting types. The driving force of customary consumers. Most of the world famous wines are very elegant. The glow from the bottle to the box is artistic - this is one of the most elegant and successful packaging promotions.
Sixth, seeking psychology People need to be relaxed and humorous in particular in a stressful life. A company in the United States printed various interesting riddles on the can lids of the biscuits it produced. It was only after eating biscuits that they could find answers in the absence of secrets. The products were very popular and welcome. China's children's food "Qi Duo" corn crisp bag is accompanied by a small circle, a certain number of small circle can be made into toys, the more small circle, the more beautiful the toys to fight, the results charming a large number of small customers. Curiosity can often drive them to repeat purchases.
Seven, seeking for differences
Young people in particular like to be different, like to seek differences, find curiosity, seek new ideas, and strive to find opportunities to express themselves. Targeting such consumption as the target market, product packaging can boldly adopt taboo colors, break through tradition in terms of styling, and advocate “new generation choices†in logos, in order to guide trends and create fashion. However, these consumers have unstable and elusive minds, and the trend is fickle, so their packaging promotions are high-risk and high-return attempts. Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level segmentation of the consumer's psychological market determines that packaging promotions must also be conducted from multiple perspectives.
With the improvement of the material and cultural living standards, people’s consumption concepts are constantly developing. Today's fashion may be outdated tomorrow. Therefore, the sales and packaging of goods must continue to improve, seeking balance, harmony and unity in inheriting tradition and creativity. Sales packaging is a fusion of protection functions and artistic aesthetics. It is an innovative combination of practicality and novelty. A successful packaging promotion is the producer's mindset, the creator's mindset and the buyer's demand psychology. Commodity sales packaging only grasps the consumer's psychology, caters to their preferences, satisfies their needs, stimulates and guides their emotions, and is able to stand out in a fierce business warfare, and to secure success.