Package Design Consumer Psychology

[Abstract] Packaging design has also changed due to changes in the times. Through the analysis of consumer spending habits and purchasing motives, the consumer psychology activities of consumers are divided into seeking truth, seeking new things, seeking beauty, seeking profits, showing off, etc. Different psychological activities use different packaging positioning, modeling, and color design methods. In order to meet the psychological needs of consumers, promote product sales.

Keywords: packaging design; psychology; consumption; goods

The 21st century is an era of rapid development of science and technology and an ever-changing information age. People's ideas, lifestyles, and consumption habits also undergo fundamental changes. Packaging that is closely linked to people’s lives also changes with the changing times. Packaging is the carrier of information for goods, and it is a visual image of products and consumers who directly meet. Compared with other advertisements, it is easier to attract consumers' attention. From the perspective of consumer psychology, in people's memory, the ratio of language information to image information is 1:1000, that is, the use of physical objects and packaging visual images to introduce the characteristics of goods is stronger than the persuasive power of abstract concepts. Many are really “better seen than others.” People’s buying behavior is caused by people’s psychological motivation, and people’s psychological motivation changes with the development of society, market changes, economic conditions, and changes in aesthetic concepts. Packaging design should adapt to this change, not only to examine consumer spending habits, but also to dynamically study the psychological motivation of consumers to buy, so that the packaging is constantly adjusted, constantly optimized to improve, to better meet the psychological needs of consumers, Set up a bridge between commodities and consumers.

1 Consumer Consumption Analysis

Habits are a form of automated completion that is consolidated by multiple repetitions of the child's habits. Consumer habits are regular consumer behaviors based on habitual psychology. Consumers pay attention to a product, generate interest, initiate associations, and evoke desires. Through comparisons, purchases are realized, consumption is satisfied, and the products are satisfied. This enables consumers to gradually form habitual interests, purchases, and consumption, thereby contributing to the formation of consumer spending habits.

In China, consumers have a holiday habit of spending weekends and holidays, such as the traditional festivals of the Chinese and the Lantern Festivals: Lantern Festival, Dragon Boat Festival, Mid-Autumn Festival, Spring Festival, New Year's Day, May Day, 61, National Day, and Chongyang Festival. European and American festivals such as Thanksgiving, Valentine's Day, Christmas and so on. Due to the continuous improvement of people’s living standards, the holiday season brings a joyful atmosphere and a leisure manner to consumers, which brings businesses a chance to promote sales. Therefore, people have a habit of focusing on consumption and special spending on holidays.

The people’s consumption habits are determined by people’s temperament types. Hippocrates, an ancient Greek doctor, studied high-level neural activities and temperament types, and divided the consumers into four temperament types. The consumption habits of each temperament type are different to each other.

1) Bile type (excited type): It is a good impulse, emotions occur quickly, strong and long-lasting, the action is rapid and strong, temperament is irritable, irritability, emotion can not be controlled. In terms of consumption habits, the performance was positive, vulnerable to packaging, emotionally agitated, and simply acted.

2) More bloody (active): Emotional instability, rapid and volatile emotions, lively and active, emotional experience is not deep, but very sensitive. In terms of consumption habits, they are lively and sensitive, face many commodities and their packaging, and their moods are changing. They decide quickly and their ideas change faster.

3) Mucin type (quiet type): Emotions are calm, emotions are slow and weak, not exposed, movement is slow, easy to suppress, silent. In terms of consumption habits, it is manifested in self-control and thoughtful thinking. It is not subject to the inducement of commodities and its packaging, and is not subject to the control of others.

4) Depression (suppression): Weak temperament, slow and persistent emotions, dullness, weakness, and calmness. In terms of consumption habits, they are slow-moving, timid, unresponsive to commodities and their packaging, depressed, deep, and pessimistic. They are suspicious when buying goods.

2 Consumer Psychology Motivation Analysis

When a consumer purchases a commodity, three dynamic processes of understanding, emotional reaction, and will-decision of the product can determine the purchase of the product and the purchase. The process of cognition of goods includes four stages of attention, interest, association, and desire. The emotional reaction process includes comparison and dependence. The process of decision-making is the process of facilitating purchase. The following will be described in stages.

1) Attention stage: Consumers entering the store to purchase goods are generally divided into purposeful and non-purpose. Purposeful; Xiao Fei only intended to pay attention to the goods needed, this time, the visual impact of commodity packaging is particularly important, becoming the first condition to attract consumers.

There is a category of consumers who enter the store without a purpose, or have a purpose to buy A merchandise, but are attracted by B merchandise and have an interest in B merchandise. The visual impact of product packaging is also important, so the packaging design at this stage must be distinctively patterned. Prominent and colorful, so that consumers are attracted by the goods in a short period of time, retaining a deep impression.

2) Interest stage: Due to consumers' different ages, genders, occupations, education levels and economic conditions, the interest varies. Some like rough, some like exquisite, some like simple, some like luxury, some like Chinese style, and some like western European style. This stage of packaging design for different consumers, starting from the color, shape, text, patterns and other aspects of the concept, designed to meet the interests of different consumer product packaging.

3) Lenovo stage: Packaging with novelty, distinctiveness, and gracefulness tends to evoke rich consumer associations. Therefore, the elements such as the shape, composition, decoration, and material of the package require new, bizarre, and beautiful elements to form an imaginative picture that makes it easy for consumers to think about it.

4) Stage of desire: attract consumers through various means such as sight, hearing, smell, taste, touch, etc., with the characteristics of good quality, reasonable price, convenient use, sleek design, etc., to impress consumers and stimulate consumers. Purchase desire.

5) Comparison stage: Show the shape, color, taste, performance, and usage of the product to the consumer so that the consumer can compare and select. Consumers usually go through this stage before deciding whether to buy.

6) Dependency phase: Commodity packaging strives to make consumers feel dependent on the product. The image of old and famous branded goods, high-quality product marks, quality certification marks, and fact sheets for seeking truth from facts can all enhance consumers' sense of dependence on commodities.

7) In the action phase, after the above stages, the consumer decides to purchase the goods so as to realize purchase, consumption and complete the consumption process.

(to be continued)