Consumer psychology of sales package design

It is well known that packaging has three main functions.

1, protect and accommodate functions. Packaged products are protected from pressure, vibration and impact.

2, convenient features. Easy to transport, store and sell.

3, sales function. Packaging conveys product information.

One obvious trend of modern commodity packaging design is to grasp consumer psychology, cater to consumers' preferences, meet consumers' needs, integrate the protection function of commodity packaging with the image of product display and advertising, and stimulate and guide consumption. The emotion of the person, which is the most obvious in the sales package. Although sales packaging also has the effect of protecting products, it is more important to beautify and promote goods, facilitate display and sales, and identify and carry goods for consumers. Sales packaging is a fusion of protection function and artistic beauty, and a creative combination of practicality and novelty. A successful sales package is the result of the producer's mentality of mind, the creator's mentality of mind, and the psychological resonance of the buyer's needs.

The modernization of the market places ever-increasing demands on the packaging of goods. With the progress of society, people's demand for consumer goods is not only the pursuit of material satisfaction, but also requires psychological satisfaction, and sales packaging is often directly linked to the ability to meet people's psychological needs. In modern life, packaging has become an inseparable part of goods, and many goods are combined with packaging, such as teabags for teabags, spray devices for anti-asthma drugs and perfumes, all from the mind of the owner and purchaser. Demand, provide a convenient function. Most of the customers accept information from the outside world through their eyes. In the face of an array of goods for him to choose, often the same variety, but there are many brands, in this case the product packaging design will often affect the customer's psychological needs, become an important factor in determining the purchase. Shows the special value of packaging design. There was a psychological test in which the same coffee was placed in modern electric coffee pots and ancient coffee pots for the subjects to taste. The results show that the coffee flavor in ancient coffee pots is considered much better than in modern coffee pots. It shows that the appearance of goods will affect the customer's psychological decision to a certain extent. As the saying goes, "Buy a leather." For packaging designers, it is necessary to understand the psychological effects of sales packaging on consumers.

In a nutshell, sales packaging mainly affects psychological needs from three aspects.

1, attract attention and induce interest. Well-designed sales packages often give the public direct visual impact. It is easy to attract the public's attention and induce their interest, which is conducive to stimulate purchase desire and motivation. Purchasing psychology is divided into three stages: cognitive process, affective process and decision-making process. Cognition begins with attention and is the basis of the entire purchase psychological process. Attention is divided into intentional attention and unintentional attention. The survey shows that 62.6% of customers in China’s supermarkets are shopping without a purchase plan, while 54.9% of people across the country have this purchasing habit. In their eyes, for most products, the product is packaged. Packaging is the product. The product. Packaging is the shadow of goods. In the absence of reference information or the quality and price are about the same, a unique package can attract consumers' attention and interest, and enter the range of consumers' choices. Color is the first element of packaging. The customer's perception of the product is first of all color, followed by the shape. And colors are more attractive than shapes. In the first 20 seconds of touching the merchandise, the customer's color perception was 80%, and the perception was 20%. Within 20 seconds to 3 minutes, the color perception was 60% and the perception was 40%. Measurements show that shoppers spend about 0.25 seconds to observe each product. This 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, product packaging design must focus on "color" to win people, stimulate the visual evoke association, thus affecting people's evaluation and purchase of goods. Of course, the color of the package should be compatible with the purpose and characteristics of the product itself.

2. Promote the formation of commodity images through the promotion of product cognition. Sales packages are more likely to generate trust and retention impressions than visible ads through visual product graphics (graphics including patterns, painting, and photography) or transparent and fenestrated packages of some visible physical objects. There was a test that put the same amount and quality of asparagus, one in a visible glass jar and the other in an invisible jar. Although the former has a higher selling price than the latter, it sells better in the market than the latter. This shows that it is actually visible but the market is better than the latter. This shows that the real and visible product image has a strong appeal. Therefore, in the sales packaging design generally can not be separated from the graphics, and the largest part of the information is the graphics, followed by the text. Graphics can also be used to describe the product's functions in terms of concreteness, metaphor, symbolization, and association. Modern sales packaging integrates protection, performance and promise. Like a trademark, it is also a perceptual clue. In providing information, packaging is one of the foundations of product differentiation. When the quality of a product is not easily discernible from the product itself, people often make judgments based on packaging. It can not only explain the product's trademark, name and quality, introduce the product's special effects and uses, but also can demonstrate the company's image characteristics. Consumers can get information about products in a short period of time through packaging. Therefore, increasing the relevant information capacity appropriately for the psychological needs of the target customers can enhance the attractiveness of the products. The most commonly used information in packaging is: trademarks, product names, prices, specifications, flavors, storage requirements, site and so on.

3, to meet the needs of social psychology. The shape, material, graphics, and text of the sales package have a direct effect on the formation of mass product images. This use is based on social psychology and association. Exquisite and gorgeous packaging will lead to high-end boutique associations, simple and generous packaging is easy to evoke economical feelings. The psychological association in the design is also very subtle. For example, the rotatable lid of a wine bottle is much easier to open than a conventional cork lid, and it can be easily re-capped with a rotatable bottle cap. However, influenced by long-term historical and traditional concepts, people are accustomed to linking good wines with corks and using them as different perception clues to distinguish between expensive wines and cheap sprinkles. Another example is that food vacuum plastic packaging makes people feel convenient and hygienic. Pharmaceutical aluminum foil packaging makes people feel scientific and credible, and the compact packaging of hardware products makes people feel reliable. Therefore, as long as the packaging's shape and materials are in line with people's social psychology and meticulously show the characteristics of the goods, it can have a promotional effect. Exquisite and gorgeous packaging of goods can also stimulate the social needs of buyers, allowing them to feel at the same time improve the identity of their own goods, thus reflecting the value-added features of the packaging of goods.

The above has discussed the sales packaging and psychological needs from several aspects. As long as we grasp the psychology of consumers, cater to consumers' preferences, and satisfy consumers' needs, sales packaging will certainly show its special value.




Source: PACK.CN