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As the saying goes: "The Buddha needs gold, and people must dress." Similarly, goods also need packaging; no matter how good the goods are, they may not be able to sell for a good price because their packaging is not suitable. According to statistics, 30% of product competitiveness comes from packaging. With the improvement of people's living standards, the requirements for spiritual enjoyment are getting higher and higher. In the competition of commodities, the influence of packaging on the sales of goods becomes more and more obvious. Packaging is a “silent salesman†for goods. In addition to the protection of goods, it must also be dedicated to beautifying, publicizing, and inducing the desire of consumers to purchase, and enhance the competitiveness of products in the market. Therefore, there is a great deal of knowledge in packaging, how packaging can directly affect the consumer's consumer psychology, resulting in the desire to buy or refuse to buy. If the business can do some articles on the packaging of goods, so that the packaging design of goods to meet the purchasing psychology of consumers, will greatly benefit the sale of goods.
First, the psychological activities of the process of packaging requirements Consumers purchase psychology refers to the consumer in the purchase of activities in the psychological process, that is, consumers reflect on the product of psychological traces. The complex and delicate psychological activities that occur during the purchase process of consumers influence the whole process of purchasing activities and govern the purchasing behavior. This process of psychological activity can be divided into three stages: cognition, emotion, and intention.
(a) The cognitive process.
It is the process of consumers' contact, understanding, and mastering of commodity information. It is the basis and precursor of purchasing activities. The cognitive process is compounded by several psychological activities such as attention, perception, memory, association, and thinking.
Attention is the direction and concentration of mental activity on a certain object, which is the basis of cognitive activity. In the modern society, there are a lot of goods. In shopping malls that are full of goods and overwhelming consumers, the first thing consumers see is the packaging of goods. However, customers do not stop in front of all goods. Only interested parties are found. The goods needed will be carefully watched and inquired. Therefore, merchandise must highlight new, extraordinary, special, especially in similar products, must display a unique packaging materials, patterns, colors, logos, etc., so that the company's product packaging in the mall stand out, particularly eye-catching. To enable consumers to enter the mall, unique and creative packaging can capture the eyes of customers from many products, attract their attention, make customers want to take it off the shelves to see, in order to further understand and consume The product has set aside.
Feeling in the purchasing activity is a subjective reflection of consumers' individual attributes of the product. As an objectively existing commodity, consumers can obtain individual preliminary information about the commodity through the external sensory organs such as eyes, ears, nose, tongue, and body before the purchase, and then transmit it to the brain to form an individual product. The reflection of attributes. Therefore, the shape, color, and composition of the goods must be properly printed and represented on the packaging of the goods, so that consumers can see at a glance and people have a strong visual impact. Consumers are very excited and feel that this product is for me. And design.
With the deepening of feelings, the analysis and synthesis of various sensory materials will form a reflection of consumers' overall characteristics of the product. This is perception. As the outer garment of the product, the packaging should present the relevant conditions of the internal product as much as possible. In addition to the above, the packaging should also exhibit the manufacturer, date, location, and product characteristics. Pass as much of the product information as possible to consumers through packaging, so that consumers can fully understand the overall situation of the relevant products. The packaging needs to induce consumers' desire to purchase from various aspects such as modeling, decorating trademarks, and usage instructions.
Memories and associations are reflections of what consumers have experienced, resulting in psychological phenomena. The exquisite packaging will leave a deep impression on the consumers, especially under the silent advertising of the packaging. The goods purchased by the consumers are indeed the same as those expressed in the packaging. The same or similar packaging will produce a sense of intimacy and trust. This type of packaged goods will become the first choice for consumers. In addition, the packaging design, creativity must be deep, so that consumers see this kind of packaging imagination, see the beauty cosmetics packaging to think of youthful and beautiful, see the local specialty packaging, my heart filled with a thick nostalgia . Only in this way can we emotionally impress the minds of consumers, enhance the memory of consumers, and create a positive emotional experience for consumers. On the basis of attention, perception, memory, and association, consumers enter a high-level psychological activity—thinking. It analyzes and integrates perceptual materials to enable people to obtain more comprehensive and more essential reflections on objective things. Consumers through the stage of thinking, a good or bad impression of a commodity and its packaging with the past related to the commodity and its merchandise, affecting the consumer's buying attitude, and then promote or inhibit the purchase activity.
(b) Emotional process.
This is the process of subjective experience and feelings of consumers on commodities. This process of psychological activity forms the subjective attitude of consumers to commodities. This process is a key stage in the process of purchasing psychological activities. The tendency to buy or not to buy is clearly differentiated at this time. If consumers can produce a positive emotional experience, they will have a positive effect on purchasing desire and purchasing behavior; on the contrary, they will have suppression. effect. Therefore, the commodity packaging should be novel and generous, unrestrained, with a sense of freshness and modern awareness, so that consumers will have a brand-new feeling of quality and extraordinary, and thus have a positive feeling of approval for the goods. . If commodity packaging wins the customer's "bitter effort" in this process, the sales of the product will be successful. (To be continued)
Buying Psychology and Product Packaging (I)
In the commodity economy society, consumers are rational buyers. From the process of generating needs, planning to purchase, and finally deciding to purchase and purchase, there is a series of complicated psychological activities. In these internal psychological activities, consumers are easily stimulated and induced by accidental factors in the outside world, and thus have a keen interest in a certain commodity and trigger an impulse to purchase.