And packaging of goods not just limited to playing only the role of protection, but through the implementation of various packaging strategies, give full play to the role of other multi-functional packaging, promotional products, landscaping products, bringing additional benefits to consumers, improve product value, protect the environment, enhance the interest of consumers to purchase goods, which ultimately marketing purposes. According to a famous psychologist Maslow's hierarchy of needs theory, the enterprise should be based on different market marketing, the use of different packaging strategies, to meet the needs of consumers at different levels, so that goods in marketing in the driving position, that some packaging of goods by changing the design, changing the packaging materials of different ways to bring a freshness to the consumer plays a role in promoting sales. The packaging of Kodak film, although the packaging material does not change, but constantly changing packaging design and decoration. 20th century, early 80s, when Kodak film packaging into the country all foreign language text, it is only from the gradually changed to all Chinese, so many times between different packaging processes to adapt to the Chinese market. New packaging gives people a new feeling, closer to photography enthusiasts, according to statistics, total sales of the domestic film market first. Therefore, a good product for packaging development, and good packaging and promotion of merchandise sales, the two are closely linked. In the new economy, the packaging strategy of sublimation from the enterprise out of product strategy, including the formation of culture has become a core competency. Business Package Marketing to have the ability to adapt to change and create in the minds of consumers establish a good image of the packaging, the entire life cycle of the product packaging and the perfect fusion of culture and the arts, so competition in the market in an invincible position.
1 consumer motivation
most immediate purpose of packaging is to stimulate consumers to buy, develop packaging scheme is the first consideration should be the goal. Second, even if consumers do not prepare to purchase such goods, it should make them the product branding, packaging and labels as well as manufacturers produce good impression.
consumers decide to buy things in a certain action is carried out to promote motivation. People's actions are generally subjective reasons by certain motives that govern conduct, and motivation they need to be closely associated with the motive is necessary under certain conditions, the embodiment is transformed from human needs. In other words, one needs only to meet a certain action, consumers to the store to buy a product because they need this product.
motivation comes from the need for transformation, but not all human needs can be translated into action to promote human motivation. Need to tend to the form of being willing to look at experience. For example, many people hope to see their skin healthy and beautiful, but if no anti-wrinkle cream and the like cosmetics, which can not be willing to look at the actions to promote people to buy cosmetics, but only to wish to see the form in the mind. Only when a manufacturer produced the kinds of products, and through advertising, so that consumers understand that there is beauty to satisfy their wish to see the cosmetics, consumers will buy such cosmetic products to the store. This is the motivation to meet the wish to see driven purchases. Only then, you need to really translate into motivation, as people purchase power.
people need different levels of existence, many psychologists do this deep into the discussion. Most representative is the American psychologist Maslow's He divided human needs into five levels:
(1) physiological needs: food, drink, etc.;
(2) security requirements: the danger and fear in the need for freedom;
(3) back is the need for love: get friends and family love, a family needs;
(4) esteem needs: the need for achievement honor;
(5) self-actualization needs.
which needs to include knowledge of self realization needs, aesthetic needs of their own growth and development, in order to play their own needs and so on. Some consumers buy goods on the one hand is to use, on the other hand also to show their status, education and appreciation, and so forth. Therefore, different packaging design in the development orientation, the response to consumer needs and motivation for investigation of the type to be designed in a targeted manner.
2 purchase behavior characteristics of
(1) consumer behavior to meet the physical and material needs of existing ingredients, but also to buy to meet the social and spiritual needs of the constituents. For example, the purchase of tobacco, alcohol, vegetables, milk, clothing, shoes, hats and other things, basically to satisfy his hunger, nutrition, heat and other physiological needs; the purchase of books, magazine subscriptions, buy color TV, VCD and so is the need for work or to meet the spiritual needs.
(2) consumer buying behavior is sometimes dominated by a motive, sometimes motivated by a variety of complex integrated disposable, integrated together, these motives constitute a purchase system. To meet the spiritual, social needs often associated with motivation to meet the physical, material needs motivation. For example,UGG boots cheap, incorporated into the lower economic groups tend to be more value consumer goods and practical value, the requirement for goods is cheap, which is dominated by the act of buying motivation. The economic income into the lucrative consumer behavior often pay attention to packaging quality. This part of the motivation of consumers to buy quite complex, and is the physiological, physical and spiritual needs, social needs are intertwined, in which the spirit of community needs to account for a dominant position. With the continuous improvement of living standards, changing consumer needs, in establishing the goals and orientation package design, it should be more from the people's social life and meet the spiritual needs focus.
(3) the needs of consumers from low-level basic physiological needs are fulfilled to the higher spiritual and social needs of development. But the higher spiritual and social needs will not arise spontaneously, but in the social reality of the environment and education and development of the market can be formed after the impact. The formation of high need consumers to some extent also affected by the guidance and influence of packaging design, that is motivated by consumers to purchase goods packaging guide. For example, mineral water packaging design, if only to promote the role of the neglect of its thirst-quenching water contains minerals and trace elements the body needs, and the health of the first volume, the effect is estimated to be no good. As the needs of modern consumers for drinking water only to quench their thirst, and the need to supplement the material elements required for the human body. So the design should reflect its main source of raw materials, and to ensure the drinking safety and health and so on. In this way, consumers will be moved, will be purchased in accordance with the guidance package to meet physical and spiritual needs of the people and the pursuit. Only by understanding the laws of consumer purchase motivation in order to 1) can cause people's attention is to enhance the packing effect of the first factor. Pay attention to the psychological phenomenon is not an independent process, it is in terms of perception, memory or thinking, will show the note when the feature. Psychological research and analysis, a packaging design in order to enable consumers to watch and understand, appreciate and strengthen the formation of memories, and it is acting on the eyes, ears and other sensory organs of the packaging text, colors, graphics and sound, etc. conditions unique inseparable.
in people's visual perception process, not passive acceptance of the stimulating effect of objective things, but things in the objective and the subjective psychological factors were carried out under the interaction. Packaging of the text, graphics, color and shape of form, the consumer is a kind of visual elements, and these elements must have certain personality traits can cause consumers to pay attention.
(2) emotion and association. Eye-catching design of the packaging and not too difficult to do, but to be different, but also reflects the cultural content of goods is the most critical in the design process.
many in the packaging design elements, the strongest visual impact of color. Packaging used by the color, will make consumers think, induced a variety of emotional, psychological change in the purchase. But the use of color to stimulate people's emotions when they should follow certain rules. Psychology that, in drawing food packaging, do not use or less blue, green. And as much as possible the use of orange, orange and so reminiscent of the harvest, mature color, which led to customer purchasing actions to promote appetite. As we have in real life, consumers to buy nutritious products, most of the hot colors will have a large area was to meet the packaging of goods, while the detergent packaging supplies are compared to the cool colors that interest. This is the role of packaging effects on consumer psychology.
(3) the success of consumer goods packaging can not only arouse feelings and associations, should also enable consumers to
psychology that memory is one of the things experienced in the past to reproduce, memory is an important part of psychological familiar with the process, the basic process involves memorizing, retention, recall and recognition. Among them, memorizing and maintaining that condition, recall and recognition is the result, only memorizing and maintaining strong, recall and recognition can be achieved.
therefore, to let the consumer goods packaging design in mind, it must reflect the distinct personality characteristics of goods, with concise text, images, while also reflecting the modern consumer goods and fashion culture.
4 Conclusion
person's mental activity is extremely delicate, and it is improbable that the impression people tend to buy their own goods. Packaging of consumer psychological tests showed that the beautiful and ugly, elegant and vulgar, attention and rejection, these psychological feelings, not only ages vary from country to country, region and personal preference and a great differences. Therefore, as a design staff to understand the market, study design and analysis of consumer form factors of various psychological. The only way to properly groped packaging design and consumer psychology of relationships, so the effect of progress in packaging design, inspired consumers to buy goods like look.
References:
[1] Kan Tai-keung. Chinese graphic design and packaging design. Shanghai: Shanghai Literature and Art Publishing House, 2003.
[2] Ding Li. Consumer Psychology. Beijing: China Renmin University Press, 2008. to make the packaging reflects the guiding role of consumption. 3 Design of the psychological factors
one communication function
packaging design is to convey information to the media, is the most direct advertising of goods. Has a unique shape, new materials and fine printing, can cause consumers to visually pleasing. Realistic or graphic design to convey goods and interesting texture, shape, purpose and use of objects, effects and so on. Text design is described in detail the brand goods, quality, price, composition, preservation methods, manufacturing, and effective time, and general technical indicators, with the post-processing methods. Color design more effective rendering of the character and charm of goods, the overall composition of relations, and ultimately conveys a unique cultural atmosphere. It can be said of visual communication design packaging packaging design is the essence of the whole part of most commercial sexual function.
fundamental purpose of packaging design is to promote the sale, convey the message that the main function of packaging, a good package for accurate positioning, scientific and reasonable structure, novel composition, a beautiful and moving images, bold text , simple and bright colors, can quickly convey accurate product information, we will be able to rise to the desire of consumers to buy and purchase operations, and can stand the test of time. Good packaging design as a fine arts and crafts, people can have emotional resonance, giving the joy of beauty, plays a subtle role in public education.
Second, the advocacy function
packaging design, not only consumers familiar with the goods, but also can enhance the memory of the brand of goods and goodwill, packing the screen quickly and directly reflect the company's brand can be stored on the production of goods and business confidence, the package design factors of the market with a variety of consumer, consumer links to full penetration of the most direct and effective tool.
Third, landscaping features
packaging design in considering the general features and specific features, but also has the role and decorative landscaping. Variety of shapes such as cosmetics, can be special, transparent, translucent and gives a sense of beauty of various texture, packaging, designed not only gives a beautifully designed, ornamental visual enjoyment, but also reflect the rich cultural atmosphere.
IV Revelation features
promotional functions in the packaging, not only the physical, economic factors, but also has spiritual and persuade educational role. For example, in children's products are often printed on the contents of some intelligence in the process they used was a kind of wisdom enlightenment. In food packaging, food hygiene on the content of education is also not uncommon, broadly speaking, modern packaging design graphics, text,UGG boots, color and other decorative effects can also be a subtle form of role.
five ads feature
packaging advertising allows consumers to businesses and products have a good impression, to induce consumers to heart, caused by the desire to buy, prompting consumers to take the buying behavior. Successful packaging ads, you can increase consumer preference for enterprises and products, increase the buying habits to prevent the market shortened.
six, the marketing function
in the process of modern marketing, promotional packaging products increasingly important role. No one in particular, the emergence of mall-demand sales, packaging sales will directly affect the product.
packaging of goods from production areas in the circulation and consumption into the overall process plays an important role. Product packaging design should highlight the value of the information and functions. Good packaging design in addition to solving the basic principles of design, but also focuses on consumer psychology in order to use the product to stand out from similar products, to achieve the desired sales results.
Abstract: The modern society of goods and we are getting closer, packaging for businesses and consumers are very important. Packaging of goods sold has some influence, for businesses and consumers, it is a member of dumping of goods, consumer access, understand, grasp the product information medium. Therefore, packaging of goods to meet the customer's purchase of psychological, emotional touched the hearts of consumers from such packaging in order to have sales force, appealing to stand out in its class. This article will Chingay of packaging and taste to start discussion.
Keywords: commodities; creative packaging; packing a cultural taste, packaging design requires a new unique ideas
with products rich in commodities competition, the era of cultural progress, the public aesthetic progress and changes in packaging design requires a new unique ideas. Creative Innovation in packaging, packaging should always focus on the functions of disseminating information for creative, innovative packaging must be deep, emotionally touched the hearts of consumers. Before the design should first focus on product innovation, brand, corporate image, trademark, materials, advertising, language and appearance of the shape size, unit volume, market-related products and the basic conditions of their products, the name of degree, favorability, trust, product price, quality, sales methods, as well as the basic situation of consumer groups, incorporated into the economy, culture, quality, etc, to be a broad understanding of the whole set of data out, use their imagination and creativity, from the packaging materials, packaging form, packaging structure, packaging, branding fonts, packaging graphics, packaging, color, packaging design, and so into the hands of creative ideas to make a preliminary, repeated scrutiny, improvement and development, to finalize the ideas.
1. First of all materials used in packaging and creative should be easy for consumers
the most basic function of packaging is to protect the goods against goods damaged, leakage, rot and so on. With economic development package, the market concept of change, this protection itself has changed. It gives consumers a sense of security through the promotion play a role, for those prone to breakage and easy to mold and easy leakage of goods in particular. Try to choose the easy decomposition of the material as a packaging vector, the decomposition of the material is difficult, as some plastic products, and advanced degradation of the material, can not you do not, is less able to use less. To make use of green packaging, green one that goes back and forth naturally, and second, do not pollute the environment. Choice in the design of packaging and packaging materials, as far as possible the natural tendency, but also consider the use of the material to reduce capital outlay.
packaging with security and protection features, so the shape is designed to consider these factors on the design with the aesthetic characteristics of both the packaging design modeling.
2. goods packaging design in rich colors impart a variety of fun and show the quality of different style and charm
people through a long life experience, intentionally or unintentionally formed to determine the colors and feelings based on the ability of items. The first customers to buy products that affect the packaging of the color, the impact of color in packaging design and color will produce the most valuable results, express ideas, fun. Selection and combination of colors in the packaging design is very important to the pursuit of creative packaging design color of colors, refined, simple, and the changes between the various elements making full use of color contrast, to reconcile the use of rich color space, the color inspire human emotion. To understand this, first familiar with better color, the design must consider the psychological impact of color on human studies, different colors gives a different visual psychological feelings. Color can affect the psychological feeling. Will enhance the consumer's aesthetic pleasure and enrich their imagination, but also cultivate customer's mind, really makes us feel the value of packaging design and color strength lies.
3. commodity packaging reflected in the graphics and text on the use of innovative
skills such as photography or painting, realistic performance capabilities. Zhen scratching and render fine quality of the product focus, form and function and purpose, the texture of the product introduced into the resort beautifully presented, gives a vivid sense of reality, to enable consumers to promote products produced by a kind of intimacy and trust. This means the immediate product directly to consumers, the most easily moved by the people.
design of fonts and graphics to match the meaning, the idea to form a whole.
outstanding in the text of the advertisement to be concise, a good package to extract a good advertising slogan. Advertisements must not only good, concise, culture rich, and deep finish, people have memorable effect, packaging design, brand name or trademark must arrange a picture of the most obvious location, brand name or slogan to the screen the eye-catching.
Second, the packaging must be novel and creative design ideas embodied in the cultural taste of strong competition in today's packaged goods must be novel and creative design ideas reflected in the strong cultural taste. Packaging is part of the culture, which must be reflected in cultural taste. If not the cultural taste, the packaging is a spiritual soul is not body, would not achieve such a work should be the natural expression of cultural connotations. It can be said, whether Chinese or foreign, whether historical or modern, respected by people all the packaging, are healthy, energetic and rich cultural connotations successful packaging. It can not be separated first to folk culture, artistic,UGG boots clearance, or nationality. With the characteristics of folk or national character, embodies the packaging or posters of the unique personality and distinctive, while its obvious geographical characteristics, national characteristics and cultural features of folk are also manifested. Each country every nation has its own cultural system of the nation, the nation's products. Creative packaging design in the business of the nation the same time add to the cultural system, forming the nation's cultural taste. Must have a comprehensive understanding of the understanding of their production, culture and its consumer appeal points (or readers) object, add targeted cultural content. To form a unique culture and language, and strive to elegant, yet different. For example, many wine packaging, food packaging, clothing packaging, gift packaging especially, are strong cultural color to win the people's favorite. Like France's So, to say, in the design of a product packaging, which should reflect the characteristics of folk out of the national character, such a work to a level to achieve a very elegant, and can have a cultural awareness in the market, the work can be interesting, with unique sense of design who can not look vulgar in order to make the design work personality, unique, innovative ideas, and always keep different; with quality awareness, always only look elegant and luxurious, unconventional, and its design work possible to be masterpiece.
III, packaging design ideas should not be overlooked subject
1. light stress package, ignoring product quality
packaging design can not be one-sided pursuit of goods packaging effect Between packaging and the body of the product, packaging and only an auxiliary means is a secondary aspect of conflict. Competition in the market, the product is the first one, continuous improvement quality, develop new products, closely linked to market demand, has always been the concern of top priority. Coupled with the success of high-quality packaging products, is the strong competition in the market forever. Poor quality of those goods, packaged goods, the ultimate would be lost to the market. Therefore, the business strategy in the implementation of packaging, packaging and goods must be put right relationship, should not make deceptive packaging.
2. the use of materials through files, decoration over China, the capital is too high
packaging design is the most feasible excessive consumption of material, weight is too heavy, internal volume is too large, too large, the materials had stalls, decorated over China, capital is too high and so much more than protection, landscaping requirements of goods, giving consumers the feeling of a misnomer. Many smart business relationship has been found that packaging is the competitiveness of their products without a major event, so too much emphasis on packaging. Many of the product itself is smaller than a layer of packing left and right layer, peel layers of consumers, ability and insight to feel cumbersome,Bailey UGG boots, resulting in reverse psychology, and excessive packaging will increase the number of unnecessary expense, capital raising package.
3. packaging design staff have a staff of environmental awareness
be environmentally conscious design, which is the current market trend of economic and social development due. The project conditions and protect our environment, caring for the environment, back and forth nature, advocating the green is more urgent survival needs of the people and the pursuit of better packaging design staff has the responsibility and obligation to fulfill this responsibility, the formation of such awareness, consciously safeguard the environment and reflected in concrete actions.
packaging design is visual communication arts, seeks visual originality, aesthetic. By introducing into the shape of victory, and the printed images and text on the packaging, unique packaging materials, pattern, color, logo, etc., highlighting the characteristics of products, attractive packaging will impress consumers. So, as a designer must understand the market, study design and analysis of consumer form factors of various psychological. Cultural and creative packaging that has the taste of the sales force, appealing to conquer new markets and win the favor of consumers.
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