Packaging design and consumer psychologyfonmoo
Product packaging has become an important act in the marketing of practical business activities, and inevitably has to be close to the buyer’s mental activities. As a packaging planner and producer, if you do not understand the consumer mind, you will be trapped in a blind position. How to attract the attention of consumers, and how to further stimulate their interest in buying it, which will certainly involve the common sense of consumer psychology. Therefore, the study of the minds of buyers and changes is an important part of packaging planning and production. Only to grasp and reasonably use the rules of consumer mind can effectively improve the quality of production, in addition to increasing the added value of the product, advance marketing power.
Marketing research psychology shows that buyers have messy mental activities before and after the purchase of products, and the differences in age, gender, work, ethnicity, education, social environment and many other aspects distinguish the different consumer groups and their different consumer mental characteristics. According to the results of a large survey of the general public, generally speaking, the characteristics of the purchasing mind can be summarized as follows.
1, truth-seeking mindset
Most of the consumers in the process of consumption is the primary consumer mentality characteristics of pragmatic thinking, that the effectiveness of the product is the most important, hope that the goods are easy to use, cheap and good quality, and not interested in seeking the beauty of the shape and style of novelty. The consumer groups with pragmatic mindset are mainly sophisticated consumers, working class, housewives, and the elderly consumer groups.
2、Beauty seeking mentality
Consumers with a certain economic ability have a wide range of aesthetic thinking, pay attention to the shape of the product itself and the external packaging, and pay more attention to the artistic value of the product. The main consumer groups with beauty mindset are young people and the general knowledge class, and the share of women in these groups is as high as 75.3%. In terms of product categories, jewelry, cosmetics, clothing, crafts and gift packaging need to pay more attention to the performance of aesthetic value mentality.
The consumer group with a different mindset is mainly young people under 35 years old. This type of consumer group believes that the product and packaging style is very important, pay attention to the novelty, together, have characteristics, that is, the requirements of the packaging shape, color, graphics and other aspects of more fashionable, more avant-garde, while the use of the product value and price is not very concerned about the bump. In this consumer group, children and teenagers occupy a large proportion, and sometimes the packaging of the product is more important than the product itself. For this group of consumer groups can not be ignored, the packaging planning should be outstanding “special” features to meet their needs of the mind for differences.
Consumers with the herd mentality are willing to cater to the prevailing habits or follow the style of celebrities, and the age level of such consumer groups spans a wide range, as a variety of media on fashion and celebrity publicity has promoted the composition of this mentality. For this reason, packaging planning should grasp the prevailing trend, or directly launched by consumers like the image of the product spokesman, to advance the trust of the product.
5、The mind of seeking a name
No matter what kind of consumer group there is a certain name seeking mentality, pay attention to the brand of the product, a sense of trust and loyalty to well-known brands. In the case of economic conditions allow, even regardless of the high price of the product and stubbornly subscribe. Therefore, packaging planning to establish an excellent brand image is the key to the success of product sales.
In conclusion, the mind of the buyer is chaotic and rarely stays consistent for a long period of time, in most cases it may be a combination of two or more of the above-mentioned mental demands. The diversity of mental selection has led to a variety of styles in product packaging planning and production.