Game packaging design and consumer psychology

I. Introduction <br> <br> computer games packaging design have an impact on the game's sales to some extent. This involves a lot of disciplines such as: economics, commodity circulation, advertising, graphic design, consumer psychology and so on. However, because the key to the success of the game sales is the quality of the game itself, many people will think that the game's packaging design does not make much sense. In theory, it seems that there is a certain truth. The actual situation will be discussed in this paper.

Second, the game packaging and consumer psychology <br> <br> consumer psychology is an important element of design psychology, the main research the purchase and use of goods that affect consumer decision-making process, from design factors can be adjusted; from the consumer From the perspective of psychological research, rational analysis and guidance of the product packaging to be designed can prevent the design from going into the wrong area and attracting consumers.

For the game products, the manufacturers are facing genuine consumers, and the quality of the game alone is used for promotion. It is difficult for consumers to psychologically accept genuine games that are several times or even tens of times more expensive than pirates. Therefore, game products are sold. Operation still requires commercial means. In fact, the packaging design of the game is in a sense fully capable of creating additional value for the product, so as to achieve the purpose of promotion.

The design of any successful product incorporates artistic and commercial qualities. But the artistry here is for commercial service. The same is true for the packaging design of the game. In simple terms, it is to look beautiful, but its beauty is to serve the sales of the game. If the packaging is "pretty" and it will have a negative impact on the sales of the game, the packaging is not desirable. On the market to buy games presented album promotional activities to analyze, many consumers buy genuine for the collection, if the "gift album" a large number of words, will affect the beauty of the package. But not writing does not mean that the game is worth the money. Some consumers are likely to come forward to purchase the album. Therefore, at this time, the value of the game should be reflected in the packaging design, and the games and gifts should be skillfully integrated to achieve the sales value of the packaging.

Third, game packaging design elements 1. The design of the cover pattern

In the packaging design, the cover occupies a dominant position. Most games use the hero of the game as a cover. When designing the cover, in addition to designing the game's hero's style, attention should be paid to the visual effect of the cover's color, which should give a pleasing sensation as a whole. By adding bizarre graphic effects, the cover visually forms a picture that matches the scene in the game, creating an atmosphere that makes consumers feel immersive. The characters, scenes, and moods involved in the game cover should be what consumers can experience and feel in the game.

Game packaging should not be confused. For instance, in the novel “The Condor Heroes” that many consumers had hoped for, the heroine of the heroine in the game is very beautiful both in literary originals and in modern television dramas. Therefore, the game dragons that everyone expects have long been set in their minds. However, when consumers opened the package and saw the image of the heroine in a game that was far behind, many people felt deceived. The package was used as a “pretence” to deceive consumers, the honesty of the package was destroyed, consumers felt fooled and lost trust in the game. The "effect" it produces is: When "The Condor Heroes 2" was released, many people stopped buying them.

Game packaging should also convey information about the game content. "The martial arts heroes biography" is a detailed introduction to the content of the game, not only that, on the back of the game also wrote the game's playable factors which, and then paste a few pictures in line with the actual picture, not only allows Consumers generally feel the appearance of the game, but also increase trust, so that consumers feel comfortable buying.

2. Consumer's psychological and cognitive level

The packaging of the game should be designed according to the preferences of consumers. Here mainly talk about role issues. Comparing the two games together, anyone will choose the one they like. For example, "New Legend of the Musketeers", the cover of the game is the actor in the game, frankly, this design is a failure. After all, people who play this game are male, and the character of this solitary sword is not very clear. It is not the hero of the consumers' hearts. The feeling of consumers before him is not good. Explaining with psychology, it is better to choose women for the cover with only one main character. For male consumers, beauty is obviously more attractive than the knight. For women consumers, beauty can also attract them.

It can be said that many game consumers are not skilled in art. The cover of the game is very artistic and sometimes it is thankless. Like literary works and popular martial arts romance novels, the latter is often more popular. When choosing any kind of packaging expression method, you need to start from a sales point of view, and not just from a simple aesthetic point of view. As far as possible, show the interest characteristics of the target consumer groups, and do whatever they like to improve their awareness.

3. The shape of the package

Consumers buy genuine copies for collection. Starting from this point, low-priced games should not be too small. The game packaging style should be meticulous, easy to collect, and easy to carry. Consumers don't need to deal with oversized game packages and game boxes. The game packaging of Angel Valley is about the size of a book. It can be displayed neatly on a shelf like a DVD.

The importance of client-side distribution has led to the online game's intuitive packaging to begin upgrading. The client of “Xuanyujian ONLINE” changed the past practice of online games with simple packaging and launched the same packaging as the single game distribution. An online game appeared in the form of a stand-alone game package, and this approach has gained the approval of most consumers. The "Fantastic Legend ONLINE" exquisite user manual plus client CD-ROM package production is more sophisticated, unique design, quite like the commemorative manual of the exhibition, although it is a gift, but it allows consumers not only to obtain the delivery point of the client, more Let consumers understand the characteristics of the game from the gorgeous manual. This packaging is a classic for domestic game client packaging.

IV. Conclusions The current development trend of the Chinese game market is: Regardless of the quality of the game, it is possible to attract consumers' attention to the possibility of continuous development. In this sense, it is obviously necessary to establish a form of packaging that matches the consumer's psychological appetite; at the same time, however, we should also see that Chinese game software is marching into a broader market, and game packaging design should also be more artistic. In the direction of more aesthetic taste. If the “design” factor can be taken into account while increasing consumer tastes and winning consumers, this will undoubtedly achieve a win-win situation in the game market and game packaging art.

Xiong Xingfu Professor, College of Art and Design, Nanchang University Xi Li Graduate School of Arts and Design, Nanchang University Master Zhou Wei Professor, College of Art and Design, Nanchang University

Source: "Decoration"