The heart of consumers is the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multidimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Sales packaging is the epitome of marketing strategy. The psychological strategy of packaging design is a very logical marketing idea. It not only needs to visually attract specific consumer groups to produce the expected purchase behavior, but also to psychologically capture the excitement of consumers. Buying desire.
Seek psychological
Customers are looking for convenience in shopping, such as transparent or window-packed foods can be easily selected; combined packaged gift baskets can be easily used; soft packaging beverages easy to carry, etc., packaging is easy to use and add to the appeal of the product. The popular “barrier-free†packaging in foreign countries, such as the use of zigzag identification to distinguish the type of detergents in contact-type identification packages; the automatic identification marks in the canned foods that “the middle cap has not been proved to have a shelf lifeâ€, etc. It was originally developed to cater for the elderly and the handicapped. The result has been widely enjoyed by consumers and it can be seen that seeking convenience is the consumer's psychology.
Practicality
Products, including packaging, must be designed to meet the core needs of consumers, that is, they must have real value. In the cultural groups of all ages, the elderly are most concerned about simplicity and reality, but now the various health supplements for the elderly are generally overpackaged in the form of “more than contentâ€. Even if these products can attract occasional gift purchases, it is difficult to win the loyalty of consumers and lack the motivation for long-term development.
Psychology
Especially for products with relatively high technological content, the selection of materials, processes, styles, and interior design should reflect the advanced nature of the technology. For example, three-dimensional packaging, aseptic packaging, anti-theft packaging, and the like produced by the concave-convex technology can reflect the outstanding achievements of science and technology through novel and unique packaging and reflect the superior performance of the product.
The psychology of seeking credit highlights the name and trademark of the product, which helps to reduce buyers' skepticism about product quality. In particular, companies with a certain degree of visibility do the best for both product and business promotion. American Budweiser's Silver Ice Beer has a penguin and logo pattern on its packaging. Only when the beer refrigerating temperature is the most suitable, the lively little penguin will show it, assuring the consumer that it is genuine and flavorful. Best to meet their letter-seeking psychology.
Seeking beauty
The packaging design of goods is the crystallization of decorative arts. Exquisite packaging can stimulate high-level social needs of consumers. Packaging with deep artistic appeal is a kind of enjoyment for the purchaser, which promotes potential consumers to become apparent consumers, becomes long-lasting, and habits. Type of consumer drive. Most of the world famous wines are very elegant. The glow of art from bottle to box is one of the most elegant and successful packaging promotions.
Seeking psychology
People need especially relaxed and humorous life in stressful life. A company in the United States printed various funny riddles on the can lids of the biscuits it produced. Only after eating the biscuits could we find the answer on the bottom of the cans. The products were very popular. China's children's food "Qi Duo" corn crisp bag is accompanied by a small circle, a certain number of small circle can be made into toys, the more small circle, the more beautiful the toys to fight, the results charming a large number of small customers. People's curiosity can often drive them to repeat purchases.
Seeking difference
Young people in particular like to be different, like to seek differences, find curiosity, seek new ideas, and strive to find opportunities to express themselves. Targeting such consumption as the target market, product packaging can boldly adopt taboo colors, break through tradition in terms of styling, and advocate “new generation choices†in logos, in order to guide trends and create fashion. However, the psychological instability of such consumers is elusive and the trend is fickle, so its packaging promotion is a high-risk, high-return attempt.
Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level segmentation of the consumer's psychological market determines that packaging promotions must also be conducted from multiple perspectives. With the improvement of the material and cultural living standards, people’s consumption concepts are constantly developing. Today's fashion may be outdated tomorrow. Therefore, the sales and packaging of goods must continue to improve, seeking balance, harmony and unity in inheriting tradition and creativity.
Sales packaging is a fusion of protection functions and artistic aesthetics. It is an innovative combination of practicality and novelty. A successful packaging promotion is the producer's mindset, the creator's mindset and the buyer's demand psychology. Commodity sales packaging only grasps the psychology of consumers, caters to consumer preferences, satisfies the needs of consumers, stimulates and guides consumers' emotions, and is able to stand out in a fierce commercial warfare, and to win the game.
Source: China CI Net