The "Curyushov Effect" of Modern Commodity Packaging III

Easy to use and safe

That is, the use of the occasion to ensure that it is both scientific and practical. For example, the customer's requirements are easy to carry, safe to use, and to ensure safety and sanitation. Therefore, packages such as gift bags and cans, etc. have been born and received by consumers. Specifically, the packaging materials are determined according to the weight, nature, state, etc. of the goods; the packaging structure, specifications, and opening methods are selected according to the conditions such as the storage and transportation of the goods, and the storage and use instructions are written according to the product performance and complexity of the packaging. All will provide consumers with convenience.

Highlight product image

The first thing that consumers value is the internal entity of the product, so the package should highlight the image of the product rather than distracting from the master. For example, letting the goods reveal a part of the ties such as ties and garments, it will satisfy people’s psychology of truth-seeking; packaging with real cargo patterns or photographs will also give a good impression to people; it’s clear at a glance; some products are packaged in shapes, colors, and Its size is in line with the characteristics of the product, its value, and the user's personality and psychological characteristics. It is also able to achieve harmony in the mood and make consumers more aware of the characteristics of the product. For example, children's products are colorful, lively and lovely; clothing should be outstanding; the packaging of crafts must be exquisite, gorgeous, unique in shape, and icing on the arts; women's products require exquisite, elegant and beautiful.

Highlight the image of the product and not exaggerate it. For example, there is a bowl of fragrant noodle on the bag of instant noodles. There are fried chicken legs and other foods on the surface, which make people think it is the content. When they are opened, they find that there is no such thing. It is inevitable that people will feel deceived. In this way, although the Curieshoef effect produces good results, due to the inconsistency between the product itself and the package, it will eventually cause a bad reaction.

Reflect the characteristics of the era

Packaging materials, making, decorating and styling. If we can make full use of new scientific and technological achievements, the packaging will be full of the atmosphere of the times, giving people a new, unique, advanced and other psychological and novel satisfaction. Such as plastic packaging, bump technology, three-dimensional packaging.

Must have artistic charm

Pay attention to artistry, make the package beautiful appearance, vivid and uniform patterns, the color is clear and soft coordination, will bring a healthy art aesthetic, especially high-end crafts, exquisite packaging will increase the value of goods, and can create consumer demand.

To be able to trigger associations

Commodity packaging should grasp the customer's hobby, so that the packaging from the style, pattern, text, symbols and colors can make consumers have a good memory, association. For example, green gives people a sense of peace and vitality; red implies auspiciousness and joy; pure black and pure white symbolizes mourning and mourning, which creates fear and sad psychological associations. We must be cautious.

Packaging design also pays attention to some special occasions. For example: For the packaging of expensive goods such as certain art treasures, jewelry, cultural relics, and rare herbs, it should be a little special. Such products are undoubtedly the icing on the cake if they are matched with peculiar ideas, superior materials, and elaborate packaging.

For goods that are often used as gifts, the packaging should highlight the festive mood and increase the festive atmosphere. The decoration is generally more gorgeous and bright. Although the price has increased, but the value of the gift has been increased, it seems that people have a sense of joy and are willing to accept it.

For the packaging of women's products, it is generally elegant, clean and beautiful, that is, artistic, emotional and epidemic. For example, cosmetics can be lined with beautiful, colorful packaging, increasing the charm of women; for the packaging of male goods, it is necessary to reflect the temperament of a man of boldness, dignity, strength, and thus generally dark, rough, thick, practical science Sex; packaging of elderly products, pay attention to truth-seeking, secure, safe and convenient, as well as traditional, such as antique, require pictures and texts, because the elderly need to know more information; packaging of youth products, to pursue new ideas, novelty, knowledge Fun and fashionable, therefore, the packaging materials, ideas, decorations, patterns are more sophisticated, to reflect the sense of beauty and the sense of the times; children's and children's products, packaging, to be colorful, lively and interesting, and therefore, the graphic phase Supplementary fairy tales, characters, and animals are popular.

Good packaging leads people to a good association. In fact, this is where the Curieshoef effect works. As mentioned earlier in the "ham sausage" package, the association was triggered to make people think that the production of ham sausage raw material and the beautiful woman's legs, so it makes people sick. In fact, beautiful images such as underwear, stockings and the like will in fact lead to a better association.

Advertising Creativity and Curiesov Effect

Packaging and advertising are inseparable, because the packaging itself has the function of advertising, and advertising is often promoted by means of packaging. The process of packaging advertisements for the Kurisov effect produced by consumers is: stimulating sensory organs → attracting attention → inspiring curiosity (that is, a sense of interest) → inducing demand and desire → producing preference → firm determination in buying → finally contributing to purchase The realization.

First of all, advertisements should exert the psychological effect of "attention."

The purpose of advertising is to attract consumers' attention. This is the first step in the purchase process and is the precondition for success in advertising. "Attention" refers to the concentration of mental activity on certain things, namely, pointing and concentration. It is caused by two factors. One is the strength of stimuli; the other is the need of life and its own interest. Pay attention to make people's psychological activity in a positive state, play a function of organization and maintenance for psychological activities, and focus attention to ensure the clear, complete and stable image of perceived things.

To arouse the attention of consumers, we must first have enough stimulating intensity. Secondly, to increase the contrast between stimulating elements, the contrast of various stimulating elements within a certain limit is greater, and the stronger and more conditioned reflexes are generated. This includes contrasts between movements and statics, color contrasts, light and darkness, strength and weakness, and blank contrasts, and the length of text representations. The contrast between the advertisement and the surrounding environment is also very important. If the contrast is good, consumers will have easy accessibility, easy reading, easy to understand and easy to remember. The third is to increase the incentive to stimulate. The novelty and interesting conception of advertisements, the attractive subject matter, and the rich artistic processing of patterns are one of the keys to keep an eye on and can further stimulate the intensity of interest. The subject matter is advertising. Through summarizing, refining, modifying, and exaggerating techniques, the image of a product is highlighted and people cannot forget it.

Second, advertising should play a psychological role in memory.

It is very important for consumers to think about, compare, and evaluate products after they have memorized the information of the products, and they have a preference for a particular type of memory. Memory is the reaction of the human brain to what has been experienced. It includes: (1) The memory of the perceived image. That is, the shape, size, color, sound, space-time relationship of things, etc. It can sense the product through the visual, auditory, and olfactory images; (2) the memory of language concepts. That is, the memory of the human brain for the written materials, thoughts, and thought process. For this reason, this kind of memory is the most stable. It not only includes the appearance of the product, but also has performance indicators, meanings, and so on. (3) emotional memory. People's memories of experienced emotions, such as joy, satisfaction, surprise, regret, and chagrin. (4) The memory of exercise. Refers to the consumer's memory of past purchases of goods.

In fact, the same thing will produce completely different results for different people. Therefore, in order to enhance people's memory, businesses often take various forms of advertising to achieve their goals. The main methods are: (1) Using intuitive images to remember. For example, exhibitions, exhibitions, operation and use of shows, video recordings, etc. (2) Use language summaries to remember. Since representations and vocabularies are stored in the brain and easily restored, memory can be enhanced by means of a highly refined summary of written words. (3) Appropriate changes and appropriate repeated stimulation. That is, through appropriate changes in information to reduce fatigue, increase interest, increase memory, and use multiple repetitions of the same information to stimulate impressions. (to be continued)