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 love 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, commodity 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, or even a set. belief.
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. With the triangle in the box, he asks which product the subject prefers. Why do you like it? More than 80% of people choose 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 believe in the results. But after asking about 1,000 people, I had to admit the fact that most consumers would transfer the feeling of packaging to the product. "Another surprise is that, after actually trying out products with different packaging and actually the same quality, most people still like the products in the ring-shaped box.
Cheskin carried out the same kind of tests with many different products and found that the appearance of the package would affect consumer perceptions. For example, crackers are good or not, and the soap is not clean. Cheskin called the above phenomenon "feeling transfer." This discovery not only became the basis of his career, but also enabled him to serve as an advisor to Procter & Gamble and McDonald's. He also became an important foundation for packaging design research. Cheskin did a very dramatic experiment and installed body antiperspirants on the body. Three different colors of the package were sent 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 rated as heavy but not effective. A species was unbearable. Several people who took the test had a rash and had to go to a dermatologist. However, the three kinds of body 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 firm Priyange uses this principle to be the most thorough and has achieved great development. 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 role." 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 contrasts—be lively and eye-catching in the store; soft and unglare after buying home. Triangles and other sharp-angled graphics have always introduced attention. 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, rigid labels printed on the packaging, and they are often bright yellow. The shapes are glaring and the prints are thoughtful. Words such as "latest improvements" or complimentary gifts. These tags and phrases are not part of the basic packaging design and are called "abnormal actions" within the line. These “abnormal movements†are generally measured by consumers when they purchase them.
Flexible shapes such as circles and ellipses symbolize perfection, acceptance, and inclusion—the keynotes for many types of packaging because they have a positive meaning. However, to be effective, it must be used in conjunction with other image symbols. For example, the concentric circle of Tide washing powder is in contrast to the bold typeface. The Oval in the American Oil Company's trademark has a separate torch and the name of the company.
Cut gold has 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" as if the mother's kitchen had a home. taste.
Third, packaging is not without sound. The average person will undoubtedly have a heart reaction to the colors and shapes. However, how these reactions contributed to the purchase of a pound of bacon or a bottle of moisturizer, we are still ignorant, and this process is obviously not rational.
Sales consultant Stein Grose said: “Why do you like a certain kind of packaging? This question is not reasonable to ask. You have to answer and cannot answer. Packaging is not without a voice. It can attack and shout to your heart.â€
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.
First, commodity 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, or even a set. belief.
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. With the triangle in the box, he asks which product the subject prefers. Why do you like it? More than 80% of people choose 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 believe in the results. But after asking about 1,000 people, I had to admit the fact that most consumers would transfer the feeling of packaging to the product. "Another surprise is that, after actually trying out products with different packaging and actually the same quality, most people still like the products in the ring-shaped box.
Cheskin carried out the same kind of tests with many different products and found that the appearance of the package would affect consumer perceptions. For example, crackers are good or not, and the soap is not clean. Cheskin called the above phenomenon "feeling transfer." This discovery not only became the basis of his career, but also enabled him to serve as an advisor to Procter & Gamble and McDonald's. He also became an important foundation for packaging design research. Cheskin did a very dramatic experiment and installed body antiperspirants on the body. Three different colors of the package were sent 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 rated as heavy but not effective. A species was unbearable. Several people who took the test had a rash and had to go to a dermatologist. However, the three kinds of body 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 firm Priyange uses this principle to be the most thorough and has achieved great development. 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 role." 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 contrasts—be lively and eye-catching in the store; soft and unglare after buying home. Triangles and other sharp-angled graphics have always introduced attention. 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, rigid labels printed on the packaging, and they are often bright yellow. The shapes are glaring and the prints are thoughtful. Words such as "latest improvements" or complimentary gifts. These tags and phrases are not part of the basic packaging design and are called "abnormal actions" within the line. These “abnormal movements†are generally measured by consumers when they purchase them.
Flexible shapes such as circles and ellipses symbolize perfection, acceptance, and inclusion—the keynotes for many types of packaging because they have a positive meaning. However, to be effective, it must be used in conjunction with other image symbols. For example, the concentric circle of Tide washing powder is in contrast to the bold typeface. The Oval in the American Oil Company's trademark has a separate torch and the name of the company.
Cut gold has 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" as if the mother's kitchen had a home. taste.
Third, packaging is not without sound. The average person will undoubtedly have a heart reaction to the colors and shapes. However, how these reactions contributed to the purchase of a pound of bacon or a bottle of moisturizer, we are still ignorant, and this process is obviously not rational.
Sales consultant Stein Grose said: “Why do you like a certain kind of packaging? This question is not reasonable to ask. You have to answer and cannot answer. Packaging is not without a voice. It can attack and shout to your heart.â€
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.
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