Extension of Consumer Psychological Tendency in Product Packaging Design

[Abstract] The ultimate goal of commodity packaging design is to face consumers, and consumers' hearts are the ultimate market for marketing. For consumers, the article puts forward some measures for the application of consumer psychology from the packaging design of goods.

Keywords: packaging design; consumer; consumer psychology

The ultimate goal of product packaging design is to face the consumer object, the design goal is not the product itself but the person, the packaging design must reflect the interest of the consumer object, but also to guide consumers to improve the aesthetic sense, with the dual characteristics of practicality and artistry. Consumers' hobbies and interests are dominated by one or more complex motives that are intertwined to form a buying behavior system. Motivations to satisfy spiritual and social needs are often accompanied by motivations that satisfy physical and material needs. In other words, people are buying to meet certain needs. For example, low-income consumers tend to focus only on the use value of goods. The demand for goods is cheap, which is a kind of purchase motives that govern the purchase of goods: consumers who are rich in economic income often have quality of the goods packaged. More particular, this part of the consumer purchase motivation is complex, is the physiology, material needs and spiritual, social needs intertwined, in which spiritual and social needs accounted for the dominant position, these psychological needs to some extent by the packaging design Guide and influence consumers to make purchases. Therefore, as a designer in packaging design to achieve value for money, grade positioning is clear, it is more important to focus on consumer psychology, accurately create a law suitable for consumer psychology activities and psychological needs, used in packaging design Therefore, the packaging design can walk in front of consumers, so that it can have advanced packaging design with advanced consciousness and inspiration. Therefore, it is no exaggeration to say that without understanding the psychology of consumers, there is no way to talk about packaging design.

1 Packaging Design and Consumer Psychology

1.1. The use of the consumer's general psychological process

The goal of any design is not the product itself but the person, then the person is sentient and has his own interests and hobbies in getting any demand. Therefore, designers may wish to use the "product + consumer" in the packaging design to give different emotional color, in order to affect people, to meet the consumer needs of different consumers.

1) Perceptual consumption psychology and its application. With the improvement of people's living standards and the renewal of consumer attitudes, the economic attributes of today's consumption have become increasingly thin. Its social properties are becoming more and more obvious, and the emotional color that emerges from the consumption process is getting thicker. Consumers' purchase motive is no longer just to chase more material goods and possession of the product itself, but to show the buyer’s identity, status, life interest, value concept, and own quality through purchasing behavior. The characteristics and quality are to show his unique personality and difference. Therefore, in the age of perceptual consumption, the perceptual goods purchased by consumers are not necessarily essential items in life, but are psychological products that can be bought or not purchased and that are related to consumers' psychological needs.

In view of this, the packaging of perceptual goods is full of personalization and humanization. In this packaging design of goods, nobleness, sense of smell, sense of art, and sense of nature are fully reflected. "Emotional goods" means that it is easy to win customers and win the market.

2) Rational consumption psychology and its application. Each country, region, and nation has its own unique consumer psychology, consumption habits, and consumer behavior. It has its own strong cultural traditions and national colors in consumer life. In the long historical practice, the Chinese nation has formed a cultural tradition of hard work and diligence, and its consumption has vivid traditional features such as heavy simplicity, heavy emotion and so on.

(1) heavy practical. Advocating the use of food, hard work, and diligence is the Chinese traditional psychological and traditional habits. As the Chinese people's consumption concept is realistic, most of the commodity packaging pursues simplicity, convenience, practicality, and simplicity.

(2) Reason. The Chinese people usually eat and use the food they want, but they can spend the holiday season. When they are happy, they spend a lot of money and do nothing but pay special attention to emotional harmony. Therefore, emotional selectivity often occupies a special position in consumer psychology. Therefore, traditional festivals are often the climax of consumption. In addition, Chinese traditional psychology believes in the ethical values ​​of “justice, profit, and honesty” and “honesty and trustworthiness”, such as “old name”, “old brand”, and “hundred-year-old shop”, which often have a stable position and significant in the eyes of consumers. Charisma. True value and value for money are still the most important criteria for consumers to choose from.

2 Application of Consumer Personality Tendency

The heart of consumers is the ultimate market for marketing. The multi-dimensionality and diversity of people's consumption psychology determine that the packaging of goods must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. The psychological strategy of packaging design is a very logical creative thinking. It not only needs to visually attract specific consumer groups, but also psychologically captures consumers' excitement and desire for purchase.

1) Pleasure Psychology: Convenience and practicality is probably all of the consumer psychology that goes into common pursuit. According to the consumer's habits and design of a one-time packaging, or a few groups of goods in a box gift box packaging, both beautiful and convenient for people to give gifts or use. Convenient packaging is easy to add the appeal of the product and is well received by consumers.

2) Psychology for credibility: Reputation is the basis for the survival and development of the company. For consumers, the goods with guaranteed credit are reliable products. Such as canned "sweet orange tablets", which is set in the lid of an automatic identification device, as long as the lid is in the middle of the recessed, then show the shelf life to consumers. Satisfy consumer confidence, the product can naturally win the market.

3) Seeking beauty: The exquisite packaging is a kind of beautiful enjoyment for consumers and can stimulate people's high-level social needs. The world famous brand cosmetics, whether it is style or color are very elegant, from any point of view gives people a noble, elegant feeling. This is one of the most successful packaging promotions.

4) Psychology of quest: People need especially relaxed and humorous in their stressful working life. For example, a "Fuk Lok Fan" candy produced by Shanghai Chenguang Food Co., Ltd. has different animal prints on the packaging, which is very cute, has a collection value and is full of fun.

5) Seeking Difference: Young people like to pursue individualized consumption, like to be different and different. The packaging design of products targeted at such consumer groups can boldly use vivid colors or contrasting colors in colors; it can break through traditions in style, in order to guide the trend and create fashion.

The consumer's psychological multi-level determines that the product packaging design must also be carried out from multiple perspectives. With the improvement of the material and cultural living standards, people's consumption concept is constantly changing and developing. Therefore, the packaging of goods must also continue to be improved, seeking balance in the inheritance of tradition and creativity, harmony and unity.
(to be continued)