Extension of Consumer Psychological Tendency in Product Packaging Design II

3 The use of different types of consumer psychology

1) The use of teenagers and children's psychology. Children's products are a relatively special market. Its target consumer groups are children and young children, but in reality, parents are participants in the consumption process and sometimes decision makers. According to the survey, "O-6 years old children's decision-making on snacks 80% is decided by parents, but 70% of children aged 6-14 decide to buy by themselves." Therefore, there are 2 consumer groups: children and parents. The consumer psychology of the two is quite different. The children think that "product packaging" is the most important factor, and they pay more attention to the visual impression of the product; while parents think that "nutrition" and "durability" are the most important factors. It can be seen that children's consumption is a typical perceptual consumption, and Li's parents are rational consumers.

2) Use of youth consumer psychology. Young people's demand for goods is fashionable and novel, and it is often a try for new products. They are unwilling to lag behind the times, and pursuing the trend of the new era is the common mentality of most of them, and their demands for self-expression and outstanding personality are gradually increasing. Therefore, only by successfully grasping the psychological needs of contemporary young people can we create packaging designs that meet these consumer groups and motivate purchase behavior. Therefore, it is no exaggeration to say that "only unique packaging can have unique products."

3) Use of elderly consumers' psychology. Most elderly consumers are rational consumers. As their age increases, their consumer experience continues to increase. Therefore, when purchasing goods, they will make multiple choices and fully consider various factors. However, with the progress of the times and the acceleration of the pace of life, the elderly have demonstrated the ability and desire to adapt to the new environment and new things. In general, elderly consumers regard the practicality of goods as the first purpose, and packaging and other factors are considered in the second place.

4) Use of female consumer psychology. Women's aesthetics influence the trend of social consumption. From ancient to modern times, women's aesthetics are more acute than men's. Women not only love their beauty, but also pay attention to the images of lovers, husbands, children, and home. Most of the products are popular with women. Changes in the aesthetics of the change. Therefore, “the female consumer market is a vast market with great potential. There are 480 million female consumers, accounting for 48.7% of the country’s population. Young and middle-aged women who have a greater impact on consumer activities are About 21% of women between the ages of 20 and 50 are women. They play an extremely important role in purchasing activities."

Female consumers are often the products that choose the packaging image and their aesthetic habits, tastes, and ideals. Therefore, “designers should apply the psychological characteristics of modern women and their changing trends in order to make the colors and styles of the packaging induce women’s emotions when they are engaged in product packaging design. As long as they understand the purchasing motivations and needs of women consumers and their decision-making The psychological activity process will be able to grasp the new opportunities of the female consumer market and even the changes and development trends of the entire consumer market at any time."

4 The use of consumer psychology

Color as the most obvious appearance feature of commodity packaging can first arouse the attention of consumers and is the soul and essence of product packaging design. “It’s emotional and psychological functions are very important to the design of commodity packaging and the mental health of consumers. In packaging design, the rules of color and emotion are applied skillfully to give full play to the hinting function of color, which can arouse the consumers’ wide attention and interest.".

Psychological research shows that different colors have different psychological responses to consumers. Warm colors give people a feeling of warmth, splendor, and excitement; cool colors give people a feeling of freshness and elegance. Of course, color associations are not limited to pure colors on the chromatogram. Other colors are also the same. For example, pink is synonymous with shame and romance. She is a sign of suppleness, femininity, sensuality, and affection; whiteness is clean. Feeling, especially matching with the blue tone; black symbolizes nobility, excellence, elegance, etc. Emotional. Said. This feeling of color is one of birth and one of the driving forces behind color psychology.

In addition, the color of packaging design should pay more attention to factors such as eye-catching and contrasting, in order to reflect the appeal and appeal of color, so that consumers can properly associate the characteristics and performance of the goods, enhance consumer trust and love for the goods. Feelings. Therefore, in order to make the packaging design of goods have certain characteristics and show distinctive personality, we must work on the selection and combination of colors to make it unconventional, with distinct personality characteristics, novel and unique color styles and typical Image.

5 Conclusion

Commodity packaging is a fusion of protection function and artistic beauty, and it is an innovative combination of practicality and novelty. A good packaging design has a strong visual appeal and can quickly, vividly, and accurately convey the information of a product. It is a resonance of the mind of the producer, the mind of the creator, and the psychology of the buyer's needs. The packaging design of goods only successfully grasps and accurately uses the consumer's psychology, caters to consumers' preferences, satisfies the consumer's needs, stimulates and guides the consumer's emotions, and can promote the consumption of goods, and effectively reflects the aesthetics of packaging design. Functionality and market value can stand out in the fierce business battle and stabilize the game.
(Text / Li Guoqing Song Guobin Art and Culture Huanggang Normal College)