three. Consumer psychology
The most direct goal of product packaging is to motivate consumers to make purchases. The first consideration in the formulation of a commodity packaging plan should be this goal. Second, even if consumers do not plan to purchase such products, they should also prompt them to make a good impression on the brand, packaging and brand of the product and the manufacturer.
The consumer's decision to spend money to buy something is driven by a certain motivation. People's actions are generally dictated by certain subjective internal causes, namely motivation, and motivation is closely related to needs. Motivation is the reflection of the needs under certain conditions, which is transformed by human needs. In other words, people act in order to meet certain needs. Consumers buy something from the store because they need it. As winter approaches, people will go to the shops to buy down coats or overcoats to resist the cold. Motivation comes from the need to transform, but not all of the people's needs can be translated into motivating people to act. Needs are often experienced in the form of desire. For example, many people want their skin to be healthy and beautiful. This is human nature. However, if cosmetics such as anti-wrinkle cosmetic creams do not appear, this desire does not encourage people to buy cosmetics, but merely exists in the form of wishes. Only when a manufacturer produces such a product and advertises it so that the consumer understands that there is a cosmetic product that meets her desire for beauty, at this time, the consumer will go to the store to purchase such cosmetics. This is a purchase action driven by the desire to satisfy the desire. Only then does the need really translate into motivation. Become a driving force for people's buying behavior. People's needs are hierarchical, and many psychologists have conducted in-depth discussions on this. Maslow, an American psychologist, is one of them. He divides people's needs into five levels:
(1) Physiological needs: eating, drinking, air, etc.;
(2) Security needs: the need for freedom in danger and fear;
(3) The need for belonging to love: Get love from relatives and friends and establish family needs
(4) The need for respect and the need for honorable achievements;
(5) Self-realistic needs.
Among them, self-reality needs include the need for knowledge, aesthetic needs, the need for their own growth and development, and the need to fully develop their talents. Some consumers buy goods, on the one hand, for use, and on the other hand, to show their status, education, and appreciation. For example, when "Big Brother" (mobile phone) has just entered the Chinese market, many people who buy "Big Brother" use it. In addition, when they talk about business or in public places, they show that their "economic strength" meets their vanity. It can be said that this is a purchase motivation that satisfies spiritual needs. therefore. In formulating the positioning of different commodity packaging designs, the needs of consumers and types of motivation should be investigated. For targeted packaging design.
Consumer purchases can be purchased both to meet physical and material needs and to satisfy social and spiritual needs. For example, the purchase of tobacco, wine, vegetables, milk powder, clothing, shoes and hats, etc., is basically to satisfy physiological needs such as hunger, nutrition, and heat preservation. Buy books, subscribe to various magazines, purchase color TV sets, VCDs, etc., for work needs or to meet spiritual needs, etc. Consumer purchases are sometimes dominated by a motive and sometimes by a variety of complexities. Motivated by comprehensive control. These motives are often intertwined to form a buying behavior system. Motivation to satisfy spiritual and social needs is often accompanied by motivation to satisfy physical and material needs. For example, low-income consumers tend to focus only on the value of their use, and the demand for goods is cheap. This is the act of buying goods that is governed by a purchase motive. The rich consumer behavior of economic income is often more attention to the quality of commodity packaging. This part of the consumer's purchase motivation is quite complex, is the physical, physical needs and spiritual, social needs intertwined, in which spiritual and social needs accounted for a dominant position. With the continuous improvement of living standards, the need for consumption is constantly changing. When establishing the goals and positioning of packaging design, it is necessary to consider people's social life and spiritual needs. The needs of consumers are basically met by low-level physiological needs. Satisfy the spirit of backward seniority and social development. For most people: "just enough food and then knowing and honoring", which reflects the development of needs. However, the advanced spirit and social needs do not arise spontaneously, but only after the influence of the social reality environment and the laws of education and market development. The formation of consumer high-level needs is also guided and influenced by packaging design to a certain extent, that is, consumers' purchase motivation is guided by the commodity packaging. For example, the packaging design of mineral water, if it only promotes the role of thirst quencher and ignores the minerals, trace elements, and health and hygiene requirements of human body contained in the water, the effect will not be very good. Because the needs of modern consumers for drinking water not only quench thirst, but also to add some of the physical elements needed in the body. The design should mainly reflect its source of water quality (natural mineral water), containing a large amount of various minerals required by the human body, and ensuring safe and healthy drinking. In this way, consumers will be infected and they will purchase mineral water according to the instructions of the package design, so as to meet people's physical and spiritual needs and pursuits. Only by knowing oneself and knowing oneself and understanding the laws of consumers' purchase motives can the effect of packaging and guiding consumption be reflected.
People's psychological activities are extremely delicate and difficult to ponder, and people often buy goods based on their own impressions. The psychology test of goods packaging to consumers shows that beauty and ugliness, elegance and vulgarity, attention and exclusion, these psychological feelings, not only different for men, women and children, but also because of the country, region and individual preferences are very different . Therefore, as a designer must understand the market, study the factors of the design form and analyze the various psychology of the consumer. Only in this way can we accurately explore the law of packaging design and consumer mental activities, so as to improve the effectiveness of packaging design and urge consumers to take actions to purchase goods.
(to be continued)
The most direct goal of product packaging is to motivate consumers to make purchases. The first consideration in the formulation of a commodity packaging plan should be this goal. Second, even if consumers do not plan to purchase such products, they should also prompt them to make a good impression on the brand, packaging and brand of the product and the manufacturer.
The consumer's decision to spend money to buy something is driven by a certain motivation. People's actions are generally dictated by certain subjective internal causes, namely motivation, and motivation is closely related to needs. Motivation is the reflection of the needs under certain conditions, which is transformed by human needs. In other words, people act in order to meet certain needs. Consumers buy something from the store because they need it. As winter approaches, people will go to the shops to buy down coats or overcoats to resist the cold. Motivation comes from the need to transform, but not all of the people's needs can be translated into motivating people to act. Needs are often experienced in the form of desire. For example, many people want their skin to be healthy and beautiful. This is human nature. However, if cosmetics such as anti-wrinkle cosmetic creams do not appear, this desire does not encourage people to buy cosmetics, but merely exists in the form of wishes. Only when a manufacturer produces such a product and advertises it so that the consumer understands that there is a cosmetic product that meets her desire for beauty, at this time, the consumer will go to the store to purchase such cosmetics. This is a purchase action driven by the desire to satisfy the desire. Only then does the need really translate into motivation. Become a driving force for people's buying behavior. People's needs are hierarchical, and many psychologists have conducted in-depth discussions on this. Maslow, an American psychologist, is one of them. He divides people's needs into five levels:
(1) Physiological needs: eating, drinking, air, etc.;
(2) Security needs: the need for freedom in danger and fear;
(3) The need for belonging to love: Get love from relatives and friends and establish family needs
(4) The need for respect and the need for honorable achievements;
(5) Self-realistic needs.
Among them, self-reality needs include the need for knowledge, aesthetic needs, the need for their own growth and development, and the need to fully develop their talents. Some consumers buy goods, on the one hand, for use, and on the other hand, to show their status, education, and appreciation. For example, when "Big Brother" (mobile phone) has just entered the Chinese market, many people who buy "Big Brother" use it. In addition, when they talk about business or in public places, they show that their "economic strength" meets their vanity. It can be said that this is a purchase motivation that satisfies spiritual needs. therefore. In formulating the positioning of different commodity packaging designs, the needs of consumers and types of motivation should be investigated. For targeted packaging design.
Consumer purchases can be purchased both to meet physical and material needs and to satisfy social and spiritual needs. For example, the purchase of tobacco, wine, vegetables, milk powder, clothing, shoes and hats, etc., is basically to satisfy physiological needs such as hunger, nutrition, and heat preservation. Buy books, subscribe to various magazines, purchase color TV sets, VCDs, etc., for work needs or to meet spiritual needs, etc. Consumer purchases are sometimes dominated by a motive and sometimes by a variety of complexities. Motivated by comprehensive control. These motives are often intertwined to form a buying behavior system. Motivation to satisfy spiritual and social needs is often accompanied by motivation to satisfy physical and material needs. For example, low-income consumers tend to focus only on the value of their use, and the demand for goods is cheap. This is the act of buying goods that is governed by a purchase motive. The rich consumer behavior of economic income is often more attention to the quality of commodity packaging. This part of the consumer's purchase motivation is quite complex, is the physical, physical needs and spiritual, social needs intertwined, in which spiritual and social needs accounted for a dominant position. With the continuous improvement of living standards, the need for consumption is constantly changing. When establishing the goals and positioning of packaging design, it is necessary to consider people's social life and spiritual needs. The needs of consumers are basically met by low-level physiological needs. Satisfy the spirit of backward seniority and social development. For most people: "just enough food and then knowing and honoring", which reflects the development of needs. However, the advanced spirit and social needs do not arise spontaneously, but only after the influence of the social reality environment and the laws of education and market development. The formation of consumer high-level needs is also guided and influenced by packaging design to a certain extent, that is, consumers' purchase motivation is guided by the commodity packaging. For example, the packaging design of mineral water, if it only promotes the role of thirst quencher and ignores the minerals, trace elements, and health and hygiene requirements of human body contained in the water, the effect will not be very good. Because the needs of modern consumers for drinking water not only quench thirst, but also to add some of the physical elements needed in the body. The design should mainly reflect its source of water quality (natural mineral water), containing a large amount of various minerals required by the human body, and ensuring safe and healthy drinking. In this way, consumers will be infected and they will purchase mineral water according to the instructions of the package design, so as to meet people's physical and spiritual needs and pursuits. Only by knowing oneself and knowing oneself and understanding the laws of consumers' purchase motives can the effect of packaging and guiding consumption be reflected.
People's psychological activities are extremely delicate and difficult to ponder, and people often buy goods based on their own impressions. The psychology test of goods packaging to consumers shows that beauty and ugliness, elegance and vulgarity, attention and exclusion, these psychological feelings, not only different for men, women and children, but also because of the country, region and individual preferences are very different . Therefore, as a designer must understand the market, study the factors of the design form and analyze the various psychology of the consumer. Only in this way can we accurately explore the law of packaging design and consumer mental activities, so as to improve the effectiveness of packaging design and urge consumers to take actions to purchase goods.
(to be continued)