Customer Psychology--The Starting Point of Packaging (II)

Rely on what motivates consumers?

Inspired by life

A good packaging design should be spiritual, it will speak for itself; good packaging comes from life, it may be a trace of the details of a life. The spirituality of packaging means that packaging can make the connotation of the product appealing, and it can best reflect the traits that the product itself impresses consumers.

There is a fruit juice package called “Life of Wild Fruits” on the market which is attractive, but the name of the juice is attractive at first. When you bring the juice to your hand, you are moved by a pattern. It was a scene in which two villains used bamboo rafts to fight wild fruits. One of the boys played wild fruits and a baby girl was under a cloth pocket. Many consumers, especially those who once lived in rural areas, certainly have a deep memory of this scene. Although it is not clear what the fruits of the fight, the memory of the scene is still so profound, that happiness and The harvest is hopeful, and even those consumers who have not had such experience will start to live that life because of the vividness of the pattern. This is the influence of a packaging design derived from life.

Inspiration from History There are many commodities that are very cultural in nature. However, due to the lack of follow-up designers' understanding of the history and humanistic connotation of the product, the designed packaging often does not demonstrate the taste of the product. Once a product is able to restore its historical origin, it will often be convincing to consumers. The famous tea in the fog is a good example. Before restoring this famous tea, its packaging designers also consulted a large amount of tea historical data. Although they did not get the picture's support, the conclusion drawn by various information designers was that the history of “green tea” was Packaged in porcelain jars. After analyzing the porcelain can type at that time, the designer designed the now-used "Mount Li Qing" packaging porcelain jar. The Swedish Goethe fort wreck was later salvaged. The packaging used in the fog in the sea for nearly one hundred years was very close to what the designer designed! This packaging, which is close to the original appearance of the history, makes the quality of this tea prominent and has attracted consumers' attention and favor.

Inspiration comes from feelings The real good packaging is the implication of emotions in which there is no emotional appeal of the sale of goods is a very low-level "selling", to impress consumers is nonsense. There is a brand of chocolate on the market, its design can always move people, red roses let you give it to your favorite people, snow with the shape of the house to give you the most mournful family ... ...

The chocolate that contains the emotional appeal is no longer just a sweet incarnation. Different packaging designs may transform it into angels, Santa Clauses, and friendships. Such a package will always make consumers feel touched and forget its unfair price.

Inspired by the details Some people say that today is an era of segmented marketing, consumers need businesses to observe, understand and meet him from the details. The same is true of packaging, and a package that impresses consumers should reflect manufacturers' attention to the details of consumers.

Zhejiang has a little bit of fruit milk. It introduced a rotary lid to successfully solve the problem of secondary pollution when using straws to refer to fruit milk. Children are a highly valued group, and children are the most “sloppy” consumers. It seems commonplace to use a dirty pipette to take a fruit milk product. The little guy's rotating lid can be opened by turning and sealing. The use of straw to prevent secondary pollution, but also makes it more convenient to drink fruit milk This detail has earned huge profits for the little guy company, only Robust, today's milk payment tort compensation has reached tens of millions This is the success of packaging focused on details.

When shopping in the supermarket, there is a phenomenon that deserves attention. The outer packaging of a product is sharp and angular. Others are rounded in corners. The rounded corners are always sold faster than right angles. Why? Have you ever scratched your skin with a right-angled package, and if so, you should understand why rounded corners are better-selling than right-angled ones. In addition to inspiration to achieve a package, the design of the package actually follow certain principles.

The 4C principle of packaging design has the same 4C combination as marketing, customer needs, costs to meet requirements, convenience to achieve requirements, communication required to achieve requirements, and communication will generate packaging designs. Significant influence.

The customer's psychological packaging needs First of all, as a good packaging, the designer must understand the customer's real needs for the product. For a gift, for example, the consumer may be more concerned about its packaging quality, and the size of the package will be chosen based on the use of the gift. The sent to the lover may be very delicate at the same time taboo volume is too large, but to send the general exchange of guests is still favored slightly larger package. Some products are used to highlight the honor and status of consumers. At this time, common packaging designs and materials on the market can hardly satisfy the consumer's privilege and curiosity. Only by doing some subversive designs can make the product taste. There is no competition, and Absolute Vodka is an absolute vodka.

If the packaging cost of demand is fast-moving consumer goods that consumers need for a long time, consumers will not want to pay more for the packaging. There is also a situation in which it is hoped that the packaging will be simplified, because some packaging consumers will think that it is a pity to throw away, and not to throw away and take up space, the most typical of which is the tin packaging for tea. Packaging is a means to reflect the value of a product, rather than weakening the value of a product. Packaging that is too high or too low will weaken the value of the product. Therefore, it must be clear about the cost of packaging that the customer is willing to bear for the product.

Is a large bottle of Sprite soda more cost-effective than a vial? Is it also cheaper if bulk cookies are compared with carton packs from the same manufacturer? This is to omit part of the package and reduce the cost of the link, which can lead to rational consumers' desire to purchase.

Achieving Demand Packaging Convenience The weight of a package, the ease with which it is packaged, the convenience of packaging, and so on, can all affect the purchasing decisions consumers make. Consumers expect that the packaging is often implicit in the convenience of consumption. In the past, many plastic packaging must be opened with teeth or scissors. Most of the packaging now has a small mouth. Taking into account the convenience of demand.

Achieving Demand Packaging Communication Attentive consumers will find that today's packaging is no longer just simple text or graphics, and often a package that is easy to impress customers is always illustrated. Such as "Xiaozai" milk cartoon graphics and cans "look, look at me and drink away" text, consumers see Want Want cartoons have been happy, and then see this lyric slogan, how Can you easily take a can and drink it?

Another example is that some products containing history and humanities often have very elegant texts. The power of words is enough to lead the minds of consumers in a moment. Such as the Rumah Champagne Cognac Handbook is a model of such communication. When the packaging of a product can be used to graphically or textually communicate ideas with consumers, or lead consumers to long for it, the packaging of this product is undoubtedly very successful.

In fact, packaging can be divided into two types, namely, rational packaging and emotional packaging. Rational consumers choose rational packaging in most cases, and emotional consumers usually only choose products that are sensitive to packaging. So, before deciding to impress your consumers with packaging design, think a bit more about whether the consumers you need to impress are rational or emotional, and whether they make purchase decisions are rational or emotional...

Source: Sansong