On Package Design and Sales Psychology

Abstract : Through the influence of packaging design on consumers' purchasing psychology and the influence of packaging design on sales psychology in many aspects, this paper discusses the psychological influence and function of the design elements of color, shape, trademark, and text in the sales process.

Keywords: packaging design; design elements; sales psychology

Packaging is not unfamiliar to every consumer who buys goods. Compared to any Other art form, packaging art design has the most extensive masses. Every people, country, and every person in the world who enters social life will come into contact with merchandise every day and feel the beauty of packaging design art. Packaging design penetrates into our life more directly, more vividly, and more infectious than other art forms.

In supermarkets, the charm of packaging has become one of the most important factors in attracting customers. The products of standardized production are gathered on the shelves. The products of different manufacturers only rely on the packaging of products to express their respective characteristics. These packages promote themselves by using design elements such as delicate shapes, eye-catching trademarks, decent words, and bright colors. The role of a silent salesman. An economist in the United States once made such a special investigation: Among the more than 250 large companies in the United States, only 100 companies use price as a means of competition, and they focus on improving commodities. There are 158 companies competing in non-price competitiveness. "Non-price competition" plays an important role in market sales. While in the non-price competition capacity, the largest proportion of the most rapid development has been hailed as the sales package of silent salesmen. Sellin, a senior packaging consultant at the United Nations International Trade Center, believes that In the international market, there are mainly two kinds of means for promoting goods, one is advertising, the other is the packing and decoration of the goods themselves, although advertising has quick results, but the cost is high, and the cost is high, using advertising to create a brand-name goods. From a few million dollars to hundreds of millions of dollars, it is difficult for developing countries to pay this fee, while packaging and decorating have low costs and low costs, as long as they are novel in design and attractive in style, they can achieve the same level of advertising. As a result, he suggested that developing countries should adopt the second means as much as possible to strengthen the research on the design of packaging and decorating so that they can meet market conditions and the psychology of buyers.

The penetration of psychology into sales packaging comes from the following facts: (1) With the development of productivity, the consumer's living standards are constantly rising, and the currency buying is shifting to currency purchasing and reserve purchasing; (2) Due to supermarkets, self-selected goods The rapid promotion of automatic sales methods such as shops more emphasizes the function of packaging as a silent salesman; (3) The pursuit of beauty in mankind is getting higher and higher, not only being practical and aesthetically pleasing; (4) fierce commodity competition, new products The constant emergence of consumers has led to a reduction in the number of consumers blindly admiring traditional products. Consumers with unique insights have soared. These people are selective, not superstitious about brand names, and do not believe in advertising, stress self-criteria, and stress. seeing is believing.

1 The use of color

Color has played a decisive role in the sale of goods. This is because vision plays an extremely important role in consumers' purchase of psychological activities. From a psychological point of view, people's acceptance and recognition of the information of the things are divided into two phases: sense and perception. Feelings reflect the attributes of things. Perception reflects the wholeness of things. Feeling is the basis of perception. Perception is the deepening of feelings. Therefore, feeling is the most basic and simple psychological phenomenon. Without feeling, it is not only impossible to produce consciousness, but also cannot produce all other psychological phenomena. Visual perception accounted for 87% of people's five senses. There are only 13% of hearing, smell, touch, and taste. It is not as good as reading. ”

Color is caused by consumers in the visual organs. Pay attention to the "important. Stimulus", the international market, a lot of slow-moving products, the internal quality of the product is not bad, just because the color from time to time new, not popular.

So, red orange yellow green blue blue purple, how do we choose to cause consumers to favor the colors? First of all, the intensity of stimuli is an important cause of unintentional attention. Such as red, with stimulation and excitement of the nervous system, increase adrenaline and enhance blood circulation function. However, exposure to brilliance will produce anxiety and mental and physical pressure. It will make people feel tired. Second, the contrast can make the color vivid, lively, lively, both beautiful and pleasant. For example: Japan's Guan Tang series of low-box packaging, is a set of screen masterpieces based on consumer psychology. The author believes that despite the drug treatment, the pain of consumers in the treatment process is unbearable, resulting in a kind of daunting psychological feelings. In response to this point in the packaging design, the author creatively uses vivid color contrast to make people I feel that the enema medicine is different from those cold-colored, text-based products, as if there is something less appetizing in it, and it is not so terrible. This set of designs captures the psychology of consumers, reduces people’s unhappiness with drugs, and expands sales. In contrasting colors, it is necessary to prevent fancy, messy, complicated, and hard-packed, and avoid dissonant atmospheres in the hearts of consumers. Third, the novelty of stimulants can easily become the object of attention, and stereotyped, stereotyped, and repeated colors can hardly attract people's attention. The so-called fashion colors are just synonymous with novelty stimulus colors. It follows the principle of unrestrained and unconventional, so that consumers never tire of and pay constant attention.

Regarding the magic of color, in recent years, scientists and psychologists from various countries have conducted meticulous research and found that color has many parts of the human body's physiology, such as the nervous system, digestive system, lymphatic system, heart system, and homeostasis system. There are different degrees of regulation. The future of visible colors will be extremely broad.

The role of 2 modeling

In addition to the face, the person's appearance must have a good body to match. Isn't this the case for packaging of goods? Those stupid black and thick packaging, of course, can not make customers linger. Shape perception is achieved by visual and touch. Therefore, the most noteworthy design of package styling is to pay attention to the use of human ergonomics, especially the combination of human ergonomics and artistic styling design, so that it is easy to hold, not easy to slip off, open effort, dumping convenience, It is both beautiful and practical.For example, in order to select a coffee bottle, the American company Lexon Foods designed a variety of coffee bottle types, allowing 500 housewives to watch, evaluate, and study housewives when they use the bottles. What kind of shape is good, which is not easy to slide when using a wet hand bottle, the results of the investigation and research, the selection of a long cashew type bottle, and then the product name, pattern, etc., and then the results of the investigation put the coffee filled with this coffee bottle into the market Later, it competed fiercely with the products of General Foods, which had been put on the market six months ago, and achieved victory more than twice the sales of each other.

Like the novelty of color, the novel and unique art form has the charm of winning time and surprisingly, and it can make people get a clear visual impression in the brief contact. A radio headphone box designed by the Japanese cleverly uses the top cover of the low box to design eight symmetrical arcs. When using, the four sides of the carton cover are bent inwards, and due to the elasticity of the paper itself, a four-petal flower is formed skillfully. This exquisitely low-profile model is rare in the international market and therefore has attracted a great deal of consumption and has become extremely competitive.

From the perspective of psychology, from visual to visual, consumers' psychological activities are not deepened. To complete the conversion of customers from being intent to being overwhelmed, it is necessary to make a fuss about the practicality of modeling and transform perception into perception. At present, all packaging designs that carry hand-held rings mostly clasp the handles and ringlets in the volume and space occupied by the packaging itself. This is a trend in the development of foreign packaging designs.

3 Importance of trademarks and text

A trademark is a sign that a producer or seller uses to identify a product that he produces or sells. To create a successful trademark, it must be clear, easy to identify and remember, unique, and simple and eye-catching. To make "long-sighted name consumers, produce. Old friends reunion pleasure; so that consumers have never met acquaintances, and achieved. Read the effect of purchase."

In addition to numbers, trademarks can also be named using letters, word patterns, etc. It represents the source of the product, and it is convenient for the consumer to select the desired product based on the color, variety, quality, and specifications of the product.

The nature and role of the trademark itself determine the importance of the naming and design of the trademark. However, the trademark design and naming of some of China’s export commodities are not exactly the same. One big reason is that they do not understand foreign cultures and language habits. For example. White Elephant named battery, English brand name is WHITEELE PHANT If this battery is exported to the UK, no one wants to buy it because WHITEELEPHANT means in English. Waste! Plus. The English trademark of the peony brand male shirt is. PEONY, and PEONY means in the United States. SISSY (male and female)! Who loves to wear. Not a male or female shirt!

As for the logo design of the trademark, we must pay more attention to taboo. In general, care should be taken to avoid the following items: (1) National flags, flags, medals, military flags, military emblems, and other official signs, names, or figures; (2) Red Cross or red cross and Geneva cross (3) Texts, figures or symbols that are inconsistent with public order or morality; (4) Generic names, figures, or images, unless they are related to the identification of the goods, and have distinct characteristics; (5) are often used to denote categories. (6) Trademarks containing trademarks, names, genres, or portraits of others, without the written consent of the person or his legal heir Use; (7) geographic names or graphics; (8) trademarks that are the same as or similar to registered trademarks.

The text description plays an important role in the sales package. Especially for the promotion of new products as well as the initial purchases and loans for customers, good writing instructions have people. The function of bamboo in the chest. The famous Japanese company Sony originally developed a recorder for new products. In the initial stage of sales, two people carried a large deck of recorders to sell them. The results were not satisfactory. One day, the company's president, Akio Morita, saw an old man enter an antique shop and spent a fortune on buying an antique that was not worth much to Akio Morita. He realized a truth from this: In order to achieve the purpose of sales, consumers need to understand what they are buying, and must properly educate and publicize consumers. Commodity descriptions are just like a resume for a person. The above strokes, strokes, and strokes all represent the heart and ability of the product. So a sloppy explanation is not enough to stimulate the buyer's shopping aspirations.


4 Conclusion

The inheritance of the national culture should be based on the reality of its form and grasp its true spirit, “inheritance. It requires us to pay more attention to learning to learn the traditional culture, translate it into cultivation, and then naturally reveal in the works. In terms of the value orientation of traditional cultural issues, inheritance is the basis and transcendence is the trend.Only absorbing new ideas on the basis of learning and creating new forms, combined with the concept of the times can be accepted by consumers. The core of the design is the attitude towards traditional ethnic culture. Succession and transcendence is the only way to follow the trend.

Liao Rongsheng
(Shunde Vocational and Technical College

Source: Packaging Engineering