[China Packaging Network News] Women as the main force of the contemporary consumer market, with the psychological characteristics of the United States for outstanding psychological, exquisite cognition, rich in emotion, self-consciousness, good at association, a good comparison to show off. According to their psychological characteristics of consumption, cosmetics packaging design should make full use of the law of color association, fully meet women's love beauty, superiority, vanity, and highlight their personality and value, thus promoting the continuous rise of cosmetics spending.
Packaging is not only a container for carrying goods, but also a means to stimulate consumption and guide consumption. The current packaging design is not only to play its physical function that is to protect the function of the goods, but also to play its psychological function that is to attract the attention of consumers, but also to the development of the aesthetic level, to please consumers. As far as the current cosmetics market is concerned, its main consumer groups are mainly women. Therefore, fully understanding the psychological characteristics of female consumers and packaging designs based on their consumer psychology are of great significance for increasing the sales volume of products.
First, the main psychological characteristics of women consumers 1. Seek beauty prominent. There are people who love beauty, and this is particularly strong in women consumers. In the purchase process, women are fond of products that can beautify life, are highly decorative, have a unique style, and are fashionable. In the memory of women, there is a strong emotional memory. Therefore, the products with appreciation value and beauty are often able to form a strong stimulus for them, so that they can not help but generate excitement, affect their shopping mood, and then have some desire to buy or occupy, so as to lay the foundation for the realization of the purchase behavior.
2. Cognitive and delicate, decision-making with a strong emotional. Female consumers have rich and delicate emotions. When they encounter products that are of interest, they are prone to buying desires, and they are also vulnerable to the influence of the surrounding environment and quickly form purchase decisions. When women make purchase decisions, they are easily exposed to the visual impression and the appearance of the product. Beautiful goods packaging, bright window display, and a good shopping environment can arouse the positive emotions and emotions of female consumers and generate desires for purchase.
3. Strong self-awareness and rich associations. Female consumers often conduct self-comparison of goods in their purchasing decisions and associate the effects of their consumption. Female consumers often feedback their influence on self-image through peer evaluations and publicity media. It has a strong desire to recommend products that are satisfactory to them, and it has a more prominent effect on the products that are not satisfied with themselves.
4. It's more intense to show off than to show off. Showing off psychology is a psychological state of shopping to show one's own superman, and it is a concrete expression of aesthetic psychology and fashionable psychology. Contemporary women, especially middle-aged and young women with higher family incomes, like to compare with others in their lives. They always hope that their colleagues, relatives and friends will be better, more comfortable, and richer. In addition to satisfying their basic consumer needs or making themselves more beautiful and fashionable, they may also pursue high-end, high-quality, high-priced brand-name products or have exotic, exquisite, and elegant appearance. Products with unique features, such as superior status, economic prosperity, and elegant taste are displayed.
Second, for the development of women's consumer psychology cosmetics packaging color modern society, some urban women to extend the working hours on the workplace, thus stimulating consumption related to the job career, such as beauty, makeup, bodybuilding and other consumer spending is on the rise. A survey of urban women's consumption conducted in five places in Beijing, Tianjin, Shanghai, Harbin, and Guangzhou in 2001 showed that women’s makeup and beauty spending were on the rise, and that women with middle-income (1,000 yuan to 1,500 yuan/month) were The monthly expenses for makeup, cosmetology, etc. account for 13% of those under 100 yuan, 65% between 100 and 200 yuan, 13% for 201-300 yuan, and 9% for over 300 yuan. It can be seen that the cosmetics market is a consumer market full of great potential. Whoever stands out in the competition among many brands will have unlimited business opportunities and profits. The cosmetics packaging is the first pass that attracts the attention of female consumers. Color is the key to this pass. Therefore, in the cosmetics packaging design, we should make full use of the characteristics of color associations, triggering a good imagination of female consumers.
1. To be good at using the color to bring the beauty of the female experience to meet the beauty of beauty. Everyone has a heart of beauty, especially female consumers, whose beauty is more prominent. The color design of cosmetics should aim at the different color preferences of consumers of different ages, and fully satisfy their beauty. For young women's cosmetics, color should be fresh, lively, to fully reflect the vitality and health of young people. Such as Yaqian Aloe Vera moisturizing cream, its green green packaging is fresh and natural, full of vitality, and is vulnerable to young girls. For middle-aged and elderly consumers, the color should be stable and elegant. They have higher requirements on the quality of products, and they also pay more attention to brand consumption. Such as SK-II's various elite products, the Chinese red as the main color, not only reflects the traditional Chinese atmosphere, but also gives a noble feeling, but also full of vitality, so that many women believe that this product is nourishing the skin , keep the performance of the skin young.
2. According to the positioning of the product sales class to choose colors, to meet the women's sense of superiority and vanity. Different brands of cosmetics have different positioning groups, and the difference in the selling price of products is also great. Cosmetics suitable for consumption by the masses can meet the needs of consumers of different ages with rich colors in the same package. Such as Dabao series of products in the packaging of pink, green, blue, purple, black, gold and other colors with a clever mix of clean lines but rich colors. The consumers of high-end cosmetics are mainly women with good economic conditions. Relatively speaking, they have a strong sense of superiority and vanity. They should show their nobleness and value for money through color and meet the psychological needs of this group. Such as Amore Era series products, decorated with gold. In the Chinese concept, gold has a supreme meaning. The use of gold can fully show the high quality and honorable status of the product. Ino crystal horny series products use purple bottles, the elegant, noble feeling of natural distribution, so that owners have obtained a greater psychological satisfaction.
3. Pay attention to the color design of color cosmetics to highlight the personality and value of women. Products such as moisturizers, whitening creams, foundations, and sunscreens can only meet the basic skin care needs of female consumers. If you want to highlight your personality, makeup is essential. Different make-ups can give people different psychological feelings. They can be pure, lovely, fresh and elegant, and they can be sexy and intelligent. Therefore, the color design of makeup packaging not only gives women consumers the feeling of beauty, but also brings them rich associations about personality and value.
Packaging is only the "clothing" of cosmetics. Although these "clothes" can be attractive to female consumers, the most important thing is the quality of cosmetics. Therefore, to remind those cosmetics manufacturers must be "Xiuwai Huizhong" to be able to stand firm in the highly competitive cosmetics industry!