The design of packing boxes and consumer psychology
A product that has good sales performance must be tested by the market. In the whole marketing process, packaging plays a significant role. It communicates with the consumers with its specific figurative language, affects the first emotions of the consumers and makes the consumer interested in the products once their eyes fall on the package. It not only promotes success but also may lead to failure. Packages that are not expressive are usually ignored by consumers. With the continuous development and perfecting of the market economy, the vast number of consumers has grown mature and rational. The market shows features of the buyers’ market, which not only increase the difficulty in marketing but also make packaging and design face unprecedented challenge, impelling the packaging of products to understand the consumer psychology and to be more scientific and of higher grade.
Packing has become the major practice of marketing in real commercial activities. Inevitably, it has close relations with the mental activity of consumers. Package designers, if they do not understand consumer psychology, may be at a loss. How to get the attention of the consumers and how to further arouse their interests and finally lead to their purchasing behavior? These are connected with the knowledge of consumer psychology. Thus, researching consumer psychology and the change of it is an important part of package design. Only by grasping and rationally apply the law of consumer psychology can we effectively improve the quality of design and improve marketing efficiency while increasing the added value of the products.
Research in consumer psychology suggests that consumers have complicated metal activity before and after purchasing a product and differences in age, sex, occupation, nationality, degree of education and social environment may help mark out various consumer groups and consumer psychology. According to the results of surveys on consumer psychology done by SSIC, generally consumer psychology could be categorized as follows:
1. The psychology of being practical
The major psychology of most consumers during the process of consumption is being practical. They think the actual utility of the products is most important. They hope the products are convenient to use, be cheap and at the same time very good and do not purposely seek beautiful appearance and novel style. The consumer groups that are practical-minded are mature consumers, working class, housewives and the seniors.
2. The psychology of seeking the beautiful thing
Consumers that economically powerful ubiquitously have the psychology of seeking the beautiful. They pay attention to the shape of the products and its packages as well as the artistic value of the product. The consumer groups that seek the beautiful are mainly young people and intellectuals, among which women account for 75.3%. The packaging of products such as jewelry, cosmetic, clothing, artwork, and gifts need to pay more attention to aesthetic value.
3. The psychology of seeking personality
The consumer groups that seek personality are mainly young people under the age of 35. This group thinks the style of the product and the package is extremely important and pays much attention to novelty, uniqueness and individuality, that is to say they demand that the style, color and pattern of the package be more fashionable and vanguard while caring little about the use value and price of the products. Most of this group is juveniles and for them sometimes the package is more important than the product itself. For this group not to be neglected, the packaging should be novel and original so as to satisfy their psychological need of seeking personality.
4. The psychology of conformity
Consumers who have the psychology of conformity are happy to cater to popular trend or imitate celebrities. The age of this consumer group varies and the fact that various kinds of media conduct vigorous propaganda about celebrities and fashion help form this kind of psychological behavior. Thus, packaging design should follow the popular trend or celebrities that are well-liked by consumers should be used so as to increase the reliability of the products.
5. The psychology of seeking fame
Nearly all consumer groups have the psychology of seeking fame. They value the brand of the products and have a sense of trust and loyalty towards famous brand names. Economically permitting, they may insist on buying the brand in spite of the high price. Therefore, establishing good brand image during package design is the key to successful production marketing.
All in all, consumer psychology is complicated and very few people stick to an orientation for a long time and mostly two or above two psychological demands exist. The diversity of pursuits leads to a variety of design styles in the packing of products.
The color in the design of packing boxes