The Curiesov Effect of Modern Commodity Packaging IV

To exert the psychological effect of the Curieshoef effect.

It is also an effective method to use the intrinsic and external relations of things to arouse consumers' associations and enhance the stimulation of advertising. In accordance with the different connections between things, Lenovo can be divided into the following four categories: (1) close to the association. Caused by the association of time and space; (2) Analogy association. Caused by nature, shape and similarity; (3) contrast association. It is caused by people's perception of things and the opposite of things; (4) Relational association. Caused by the interrelationship of things. No matter what kind of association, it can help consumers get inspired from other things and cause emotional activities.

There are many ways to use associative psychology in advertising to improve the effectiveness of advertisements. For example: (1) Using well-known and popular images as metaphors for commodity expertise; (2) Implicating simple, elegant, philosophical, and intriguing language and stories Various benefits and conveniences that products bring to consumers; (3) Inducing consumer desires by using comparison screens before and after.

The Curieshoef effect in advertising is also reflected in the mutual arrangement of advertisements for different products. For example, billboards for Coca-Cola and Chunlan refrigerators stand side by side. Coca-Cola's "direct-to-the-fresh world" and "even after the ice is more delicious" slogan can be said that Chunlan refrigerator has created the best context for advertising. If you think about it, if a Coca-Cola advert is replaced with a certain dermatitis ad, it will cause a reaction in the consumer's mind. Therefore, to produce a good Curieshoe effect on the relevance of advertisements, it must be noted that there is a good correlation between the two advertising brands, such as Great Wall Lubricants and Ferrari sports cars, Mitsubishi dry cleaners and Shanshan suits. There is also a benefit of this tie, that is, the former is a weak brand, the latter is a strong brand with long-standing reputation. The result of juxtaposition is that disadvantaged brands use the popularity and reputation of strong brands to enhance their own image, and they increasingly have an identity in consumer psychology in order to achieve the ultimate goal of sales.

Product Arrangement and Curieshoe Effect

If the product name, trademark, and packaging are all good, but there is no good sales environment, the Curieshoe effect will still affect the sales of the product. If you think that if you sell high-end handicrafts in a simple and dirty store, do you think that the goods here are not practical, and that is the Curieshoef effect.

Setting up a shopping environment with a beautiful environment and a good atmosphere to induce consumers to have a positive buying impulse is the best time to make full use of the Curiesov effect. Regardless of the signboards of the products, the layout of the showcases and the interior decoration of the shops, all reflect the juxtaposition and coordination of the things that give people a psychological feeling. The Curieshoef effect is the most concentrated expression here.

To create a good shopping environment, we must first have a good shop signboard, so that it has a strong appeal, it has an important psychological effect on consumer purchasing activities. (1) It is convenient for consumers to seek services. The eye-catching signboards make it easy for people to find service places and guide and facilitate customers' purchase activities. For example: Safflower Women's Store, Lean Optic Shop, Lanzhou Candy Store. (2) It tends to attract attention and promote interest. Many unique and novel styles, unique, artistic and culturally pleasing signs often quickly attract consumers' visions, give people a beautiful enjoyment, induce strong interest and enrich beautiful associations, and encourage them to enter stores to watch and purchase. . (3) It is easy to establish the image of the shop. The signature and traditional signboards, such as the inscriptions or handwritings of elegant and traditional famous celebrities, show operating characteristics and a long history, which enables consumers to have fun in art appreciation and produce a feeling of admiration, thus creating a patronage effect. For example, Duo Yunxuan painting and calligraphy shop, Tong Ren Tang Chinese medicine shop, etc. (4) It can enhance memory and facilitate communication. With the business expertise, good quality, plus easy to read and easy to remember, full of meaning, unique design of the sign, often in the hearts of consumers to leave a deep memory and widely circulated. For example, Zhang Xiaoquan Scissors, Asiana Mall, can be said to be known by the masses as a gold sign, because goods and services solve major problems for consumers.

The layout of shop windows is also extremely important. Taking commodities as the main body, supplemented by display screens with backgrounds and matching lighting, colors and descriptions, is an important advertising medium. It not only plays a role in introducing commodities, guiding consumption, and promoting purchase behavior, but also beautifies the city. A good window arrangement can excite the senses of the consumer, creating a feeling and creating a vivid impression.

The layout of showcases is reflected in the forms of response, performance techniques, production materials, and processes. As the development of science and technology, it is increasingly brightened; the forms and techniques are constantly innovating, and the number of design programs is endless. In order to make use of the psychology of window dressing, the following aspects are usually done.

The first prominent product. Use high-end merchandise, fashionable and trendy merchandise, or merchandise that represents the characteristics of the store's distribution, timely and appropriate sections, as well as beautiful and elegant New Products, and test products for the display focus and center to stimulate consumption, inspire and Guide consumption.

Second, fully display the goods. For the center of display and key commodities, the line of sight, light, and direction should be selected so that its beautiful appearance and style can be fully displayed, including the display of texture and color.

Third, shape the overall image. As an overall appearance of an artistic image, that is to deal with a good relationship between the front and the back of the main body of goods, the balance of the distance and space, and the coordination of related products, so that it is full of realism.

Fourth, use scenario support. Deepen stimuli and give consumers psychological satisfaction. For example, arranging an elegant and comfortable living room that makes the audience look like it stimulates the desire for consumption of decorative items; marketing computers can be accompanied by learning and scientific research scenarios to enable consumers to experience the quality and efficiency of modern computers; In the window, two modern ladies who sat on sofas and carpets and were absorbed in watching TV programs introduced the passing pedestrians into the scene...

The interior decoration of the store plays an important role in the overall Curieshoe effect. The ideal product decoration has obvious psychological effects on promoting purchasing behavior and improving operating efficiency. Therefore, human or material resources are invested in the design of shelves, walls, ceilings, lighting lighting, temperature, and sound to create a comfortable environment for consumers. , elegance, harmony, always maintaining a vibrant interest and reluctant to create feelings of reluctance, for the business itself, but also can make it maintain the spirit, high morale, improve service quality. We know that a dirty environment is annoying and disturbing; a cumbersome environment makes people feel impatient, fiery and tired. For this reason, the interior decoration of the store should take the necessary Curieshoef effect to meet people's psychological requirements.

First, you should use bright, soft lighting to induce buying behavior. By scientifically formulating and adjusting lighting, it protects the vision of the salesperson's eyes and customers, reduces the purchase time, speeds up the marketing speed, and has the psychological function of attracting attention.

Second, you can use color deployment to stimulate emotions. Colors make people feel differently in life. The choice of colors is often related to people's own personalities, and is related to life experiences, life experiences, and hobbies. In the deployment of color to meet the psychological needs of consumers, but also combined with the business environment, space conditions, the size of the product itself, and the color of the weather and climate changes in order to have a unified good effect.

In addition, you can use the environment to establish a beautiful image of the store. Modern facilities, beautiful environment, and good service are the common needs of both buyers and sellers. They have a great impact on business results. They usually rely on adjusting odors, air, and sound.

Due to the consumer's psychology of choice and customary psychology, there is also a certain requirement for the display of merchandise, and good placement of goods can make full use of the psychological effects of merchandise placement. The first impression of consumers on the store is also an overview of the shelves and displays. The highly collocation of different products is reasonable and exquisite, which makes people at a glance. The coordinating and coordinating of illumination gives people an at-a-glance view and makes it easy to feel the goods, which greatly contributes to the psychological comfort and convenience. If you don't place it well, you can't see it, you can't find it, you can't find it too much, you can ask for it. It's easy to make consumers irritated and disappointed and suppress their desire to buy.

As the display of merchandise and advertising, there are also the Curiesov effect that are related to each other and influence each other. In a high-end merchandiser such as a common product of the same type, people would think that the product is also quite good; but if a high-end product is placed in a low-grade goods counter, people would think that the product is not high-grade or counterfeit. Fake and inferior products...

It seems that the Curieshoef effect is ubiquitous in all aspects of packaging and sales of goods. It is in our lives and is so close to us that we live in it every day. Therefore, as a packaging worker, it is necessary for us to pay attention to those contents related to packaging, and to make good use of the Curieshoef effect so that our packaged goods will become more competitive. (Text / Yang Wenliang)