Packaging has become the main behavior of market sales in actual commercial activities, and it inevitably has a close relationship with consumers' psychological activities. As a packaging designer, if you don't understand consumer psychology, you will be blinded. How to attract consumers' attention, how to further stimulate their interest and induce them to adopt the final purchase behavior, this must involve the knowledge of consumer psychology. Therefore, studying consumer psychology and changes is an important part of packaging design. Only by mastering and reasonably using the laws of consumer psychology can we effectively improve the quality of design, increase the added value of goods, and improve sales efficiency.
Consumer psychology research shows that consumers have complex psychological activities before and after purchasing goods, and the differences in age, gender, occupation, ethnicity, education level, social environment and many other aspects distinguish many different consumer groups and their respective differences. The same consumer psychology characteristics. According to the survey results of the consumer psychology of the people by the Social Investigation Office of China (SSIC) in recent years, the characteristics of consumer psychology can generally be summarized into the following categories:
1. Realistic psychology
The main consumer psychology characteristic of most consumers in the consumption process is realistic psychology. They believe that the actual utility of the product is the most important. They hope that the product is easy to use, cheap and good, and they do not deliberately pursue the beautiful appearance and novel style. Consumer groups with realistic psychology are mainly mature consumers, working class, housewives, and elderly consumer groups.
2. Seeking beauty
Consumers who have a certain degree of affordability in the economy generally have a psychology for beauty, pay attention to the product's own shape and external packaging, and pay more attention to the artistic value of the product. Consumer groups with a beauty-seeking psychology are mainly young people and intellectuals, and women account for 75.3% of these groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the psychological manifestation of aesthetic value.
3. Seeking differences
The consumer group with a mentality of seeking differences is mainly young people under the age of 35. This type of consumer group believes that the styles of products and packaging are extremely important, and they must be novel, unique, and individual, that is, they require that the shape, color, and graphics of the packaging be more fashionable and avant-garde, but the use value and price of the product are not very high. care. In this consumer group, underage teenagers and children account for a considerable proportion. For them, sometimes the packaging of the product is more important than the product itself. For this group of consumer groups that cannot be ignored, its packaging design should highlight the "novelty" characteristics to meet their psychological needs for seeking differences.
4. Herd mentality
Consumers with a herd mentality are willing to cater to popular trends or imitate the style of celebrities. This type of consumer group spans a wide range of ages, because various media vigorously promote fashion and celebrities to promote the formation of this psychological behavior. To this end, packaging design should grasp popular trends, or directly introduce product image spokespersons that are popular among consumers, so as to increase the trustworthiness of products.
5. The psychology of seeking a name
No matter what kind of consumer group, there is a certain psychology of seeking a name, value the brand of the product, and have a sense of trust and loyalty to well-known brands. When economic conditions permit, even insist on subscribing regardless of the high price of the product. Therefore, the establishment of a good brand image in packaging design is the key to the success of product sales.
In short, the psychology of consumers is complex, and they rarely maintain one orientation for a long time. In most cases, it is possible to combine two or more psychological requirements. The pursuit of psychological diversity promotes product packaging to present the same diversified design styles.
