Packaging is the most extensive and frequent visual image of consumers. Commodity packaging design plays an important role in inducing consumption, improving product competitiveness, and building brand.
Purchasing psychology generally goes through three stages: cognitive process, emotional process and decision-making process. Where attention is the beginning of cognition, it is also the basis of the whole psychological process of purchase. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of the customers in China's supermarkets are shopping without a purchase plan. In this case, the package's promotion function will have a lot to offer. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. With the same quality and price, the unique packaging can attract consumers' attention and interest and enter the consumer's choice.
Another test shows that shoppers spend about 0.25 seconds to observe each product. This 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must first "color" to win people, in one fell swoop to live in the heart of the target customers. The packaging should adapt to the purpose and characteristics of the product itself, and stimulate the visual association to affect people's buying behavior.
The difference in people's consumer psychology determines that product packaging must be able to attract specific consumer groups to produce the expected purchase behavior. Therefore, when designing a product package, it must be designed for different consumer groups.
1, according to the age of consumer objects to design goods usually have a certain range of age sales, the same, if the packaging of goods to meet the tastes of consumers of all ages, is generally not likely. Therefore, in the design of commodity packaging, rational design should be carried out according to the ages of the consumers.
For example, the elderly pay attention to simplicity and reality. Then, for the products sold by the elderly, the design of the packaging cannot focus on exquisite and complicated products, but it should be biased towards simple, generous and concise designs. Products sold for young people differ in package design. Young people usually like to be different, like to seek new things, find differences, find curiosity, and strive to find opportunities to express themselves.
2. Differences in the design of cultural levels and economic income according to the cultural level and economic income of the target consumers usually lead to different consumer appreciation and requirements for the packaging of goods. In terms of economic income, consumers with relatively higher incomes generally have higher requirements for product packaging in addition to higher quality requirements. For such commodities that are targeted for consumers, they should focus on quality and grade in packaging design, highlighting consumers' aesthetics and tastes. For consumers with relatively low economic income, such consumers pay more attention to the quality of goods. The packaging of goods should not place too much emphasis on packaging, but should be simple and real.
3, the consumer's psychology can also be divided by the criteria of ecological psychology and gender psychology. The multi-level segmentation of the consumer's psychological market determines that packaging design must also be conducted from multiple perspectives.
In short, packaging is the integration of protection functions and marketing, the creator's thinking and the buyer's psychological resonance. Packaging design can only stand out in the fierce competition by grasping the consumer's psychology, meeting consumer preferences, satisfying consumers' needs, stimulating and guiding consumers' emotions.