Packaging is the most convincing "salesman"

Whether it is a box or a bottle, upright, extruded or sprayed, canned or simply packaged, the material is iron, aluminum, plastic, carton, all of which are carefully designed but appealing to your heart. Do you hurt children? Do you understand the family needs? Do you care about the environment? Do you have a taste of life? Do you really touch chocolate products?
First, product packaging is a set of beliefs All details have been carefully considered and improved. Use the mock-ups to test on the store shelves. Change them often to centimeters, because the designer wants you to see more than just a container or label. What you buy is a character, an attitude, even a set of beliefs. .
US sales psychologist Louis Cheskin is a pioneer in the study of consumers' emotional reactions to the packaging of goods. Since the 1930s, he has engaged in research in this area. He has installed two identical products in different boxes. The box is made of many rings. Decoration, B box with a triangle, he asked what kind of product the subject prefers? Why like? More than 80% of people choose to have a circle-shaped product on the box. They believe that the quality of the product contained in that box will be better.
Cheskin later wrote: "After asking the first 200 people, I don't really believe in the results. After asking about 1,000 people, I have to admit that the fact is that most consumers will shift the feeling of packaging to products. "Another surprise is that after actually trying out products with different packaging quality and the same quality, most people still like the products in the ring-shaped box.
Cheskin performed the same kind of tests with many different products and found that the appearance of the package affected consumer perceptions. For example, crackers were not good or not, and the soap was not clean. Cheskin called the above phenomenon "feeling transfer." This discovery not only became the basis of his career, enabling him to serve as an advisor to Procter & Gamble and McDonald's, but also became an important foundation for subsequent research on packaging design.
Cheskin did a very dramatic experiment, putting body antiperspirants in three different color packages and sending it to a test group, saying that they were three different formulations and asked which one they liked.
As a result of the test, B-type packaging was rated as just right. The species C was considered to be heavy but not effective. A species was unbearable. Several people who took the test had rashes and had to go to a dermatologist after they had used it. However, the three body odors were actually the same.
In the discussion of this issue, some famous experts said that consumers generally cannot distinguish between products and packaging. There are many things that are product packaging, packaging products. San Francisco's famous packaging design company Prie Anji used this principle to play the most thorough, and has also been greatly developed. They designed the packaging for the products that were not yet available, tested them, and found the most effective marketing methods. The product company can wait until it is fully grasped before spending money on research and production.
Second, McDonald's "implied effect"
Color is one of the most powerful tools for packaging. Eyeball activity studies show that among various packaging factors, we have the fastest response to color.
The power of packaging may depend on how to reconcile the eye-catching contrast in the store; eye-catching after buying home. Triangles and other sharp corners - noticeable. However, as Cheskin's early experiments showed, the fact that our eyes are attracted by triangles does not mean that we like triangles and that we have the same problems with color. Cheskin thinks that the most prominent color is yellow, but some products will have an opposite effect once they use yellow.
When you go to the shop, you will see that many of you will have to look at the sharp, explosive and rigid labels printed on the bags. They are often bright yellow and the shapes are glaring. The prints on them are considerate to your home. Words such as "latest improvements" or "free gifts." These tags and words are not part of the basic package design. They are called "abnormal actions" in the line. These "abnormal actions" are generally measured by the consumer when they purchase.
Flexible shapes such as circles and ellipses symbolize perfection, acceptance and containment, which are the basis for many types of packaging because they have a positive meaning. But to be effective, it must interact with other image symbols. For example, the concentric circles of the "Tide" laundry detergent are in contrast to the bold typeface. The Oval in the American Oil Company's trademark is separated by a torch and filled in with the company's name.
Cheskin worked with fast food giant McDonald's. McDonald's wanted to give up the use of the M-arch as a storefront architectural feature. Cheskin proposed his research and said that those arches “have Freudian implications for the subconscious” is an excellent asset. The meaning of this sentence is not clear, but Davis Marstin, the general manager of Cheskin's company, remembers Cheskin saying that the arches remind you of "home cooking" based on the mother's kitchen. taste.
Third, packaging is not without sound The average person will undoubtedly have a heart reaction to color and shape, but how these reactions contributed to the purchase of a pound of bacon or a bottle of moisturizer, we still do not know, this process is clearly not rational.
Sales consultant Stein Grose said: "Why do you like a certain type of packaging? This question is not reasonable to ask. You have to answer and you can't answer. Packaging is not without a voice. It can tackle problems and shout to your heart."
Groth believes that most people are more or less conscious that shopping does not satisfy the needs of the innermost part of the heart. "But buying is a way of dealing with inner needs."
We may know that those dazzling gadgets are just empty symbols, but they still run behind them, because we will feel satisfied. Maybe, from another perspective, we also like to see people do their best to compete for pets.