Packaging Design and Attention Principle (II)

3 Factors that cause attention

3.1 Stimulation

Stimulation is a form of psychological phenomena that stimulates the effects of the sensory organs. All social activities of people are the result of objective reality on the brain. They are the result of a stimulus-thinking-response. The stimulation of packaging design for audience can be divided into two types, physical stimulation and social stimulation. Physical stimuli include both the stimulation of the needs of the product's performance, use, effect, and quality, as well as visual stimuli such as graphics, text, styling, color, and texture; social stimuli refer to social groups' demands on individual behavior, and social ethos. And the impact of the epidemic on individuals. When consumers are exposed to these stimuli, they will have the desire for a certain product and take purchasing action. The more stimuli, the greater the desire, the greater the possibility of purchase.

There are two kinds of stimuli: positivity and negativity. The positive approach is to call from the front and provide consumers with what benefits and benefits they can get from buying a certain product. The negative way is to induce from the negative, suggesting consumers' imagination or desire for goods.

3.2 Needs

The need is the subject's demand for objective things under certain conditions. Psychologists think that people need to be stimulated by some kind of reaction. This stimulus can come from within the body, but also from the outside environment. For example, a person needs to buy an anti-cold winter clothing, perhaps due to internal stimulation of the body (feels cold), perhaps due to the external environment (see the store's winter clothes look good, feel that they should also have one), resulting in The need for winter clothes. People's needs are always under certain conditions. They are affected by conditions such as social conditions, living habits, and cultural qualities.

The American psychologist Maslow proposed five levels of human needs:

1) Physiological needs. Including clothing, food, housing, transportation, sex, etc. This is the most fundamental human need, and it is the need to maintain and sustain life.
2) The need for security. Including own safety and property safety.
3) Social needs. Refers to the hope of receiving the care, love, and heterosexual love of others in society and hoping to receive acceptance from the public.
4) The need for self-esteem. Refers to the needs of a prestige class, hoping to improve their reputation and status, and they also want to be recognized, praised and respected by others.
5) The need for self-actualization. It is a need to hope that self can reach its full potential.

There is a saying in our country:. The food will always be full, and then the United States; the clothes will always be warm, and then seek for Lai; the home will be always good, and then for pleasure. This vividly illustrates that people's needs change from a low level to a high level. First, it is the pursuit of satisfying physical needs, and then is the pursuit of spiritual needs.

4 Ways to draw attention

As mentioned earlier, people pay attention to the form of attention of the packaging and pay attention to two kinds of attention. The intentional attention is to pay attention to the obvious purchase target, and the packaging audience will consciously and consciously obtain the necessary information from the outside of the package. Successful packaging is to convert consumers' unintentional attention to packaging into intentional attention, so as to achieve the purpose of promotion. For example, the performance of Tongzhou Maotai at the Panama World Expo in 1905 illustrates this point. The packaging design of the original Maotai liquor is simple and its appearance is not high, and wine critics in various countries dismiss it. The maotai liquor merchants were eager for wisdom, deliberately breaking their bottles into the ground, suddenly bursting with scent, and the room was shocked. From then on, Maotai wine became famous. Become a famous wine. The creation of intentional attention paid attention to the principle of attention that was strong, novel, and stimulating, and thus succeeded.

4.1 Packing Measures That Cause Consumers Not to Pay Attention

People's attention to packaging usually depends only on unintentional attention, and the occurrence of unintentional attention is related to the external features of the stimulus and the state of the subject itself. In order to enhance the attention of the packaging to people, the external stimulating characteristics of the package and the internal state of the main body should be enhanced to enhance the consumers' attention.

1) Increase the contrast of the stimulating elements. The stimuli (elements that make up the package design) have a greater contrast within a certain limit, and the person's attention to the stimuli is greater. For example, the use of novel shapes, distinctive colors, eye-catching text or graphics, and special textures in packaging design will effectively stimulate consumers' vision and make their psychology in a positive and energetic state. Cause greater attention.

2) Use the new sex of stimulation. No matter what kind of environment the new stimulus is always the most likely to attract people's attention. Without the stimulation of the new opposite sex, it is easy to produce a conditional. To ignore the phenomenon, which means that the new opposite sex in the packaging design has an important role in attracting attention. For example, in European and American VO wines, the fine styling, the bullet cover, and the winding of gold wire together constitute a sense of abstinence. Give a gold wire to open, the bullet cover will be sprayed from the bottle like a gun barrel. The new nature of its packaging style, so that consumers inadvertently caused a strong sense of the same with the packaging of goods.
4.2 Packing measures that cause consumers to pay attention

It is not enough for packaging to cause consumers' unintentional attention. The fact that people receive a large amount of packaging information every day is achieved through unintentional attention, but very few actually generate purchases. A successful package design is to arouse the consumer's intentional attention, or try to turn unintentional attention into intentional attention. As far as the current level of domestic consumption is concerned, the majority of consumers purchase a considerable amount of goods for purposeful and knowledgeable actions. Therefore, it is very important for consumers to pay attention to packaging.

1) Increase consumer interest in packaging. In the packaging design, the external features of the stimulating elements (elements that make up the packaging design) can cause people's unintentional attention, but if the information it responds to is of little significance or lack of interest. It is short-lived and it is difficult to facilitate purchases. In packaging design, consciously enhancing the appeal of packaging design elements and stimulating consumer interest in packaging information are the pillars for creating and maintaining intentional attention.

2) Give the package a new artistic expression. Artistic expression means is an indispensable element of packaging design to attract consumers and stimulate their interest. The artistic expression means that packaging can please the viewer and cause Fenglei’s imagination, enjoy the beauty of art, and at the same time more clearly highlight the theme of packaging. By giving ordinary natural goods images a strong sense of vitality and allure, it will be possible to maintain consumer attention to packaging for a longer period of time.

3) Use attractive subject matter. The use of attractive and caring themes in packaging design has strong attraction and impetus. It is an important condition to maintain consumers' deep impression on packaging and retention. Any packaging subject matter, if not to some extent meet the current needs of consumers or the future desire, it is difficult to become the object of consumer attention. Therefore, in the packaging design, choosing and creating the package theme suitable for the consumer's psychological desire, and displaying the theme vividly and visually, is an important psychological method to strengthen packaging promotion.

Inducing consumer attention is the basis for successful packaging design. If the design of the packaging can not attract the attention of consumers, it must be a failure of the packaging, packaging, a series of other functions can not be produced. Therefore, packaging design must first investigate consumer's attention.

Source: Packaging Engineering Wan Xi Southwest Jiaotong University