"Attention" Consumer Psychology in Visual Communication Design (I)

Abstract : This paper discusses the relationship between product visual communication and the "attention" psychological problems in consumer psychology. The purpose is to enable designers to grasp the psychological phenomenon of "attention" in visual communication design and design a product visual image that meets the physiological and psychological needs of consumers.

Keywords: information visual image consumer psychological attention tendency

Visual communication design is a comprehensive discipline that involves social, cultural, economic, market, technology and many other factors. The 21st century is a century of design. Life is full of design elements. In an information and highly developed commercial society, the design ultimately faces a market composed of colored people. The purpose of the design is to capture people's eyes and minds. With the gradual maturity of people's consumption psychology, market competition becomes more and more intense. People no longer blindly hear celebrities advertise and rush to spend. Instead, they become more assertive, rely on their own understanding and wisdom to distinguish between good and bad, and to buy more valuable things at more affordable prices.

A good design that satisfies the psychology of the consumer can make a deep impression on the product, resulting in possession of the product and desire to purchase. Therefore, the design should begin by accurately grasping and analyzing the psychological activities of consumers. According to the different forms and nature of reflection, the consumer's psychology can be divided into three aspects: cognitive process, emotional process, and consciousness process. The most important of these is the process of attention. In general, people cannot perceive many things at the same time. Only perceived objects have outstanding characteristics, or they have obvious contrast with the background to attract people's attention, make the impression clear and profound, and have a long-lasting memory.

Therefore, this article focuses on the impact of the "attention" mental problems in consumer psychology on product visual communication design and analysis. The purpose is to enable designers to use the "attention" psychological phenomenon in the design of visual communication and design works that meet the physiological and psychological needs of consumers, thereby improving the design value and effectiveness. People often show different attention tendencies in the process of understanding commodities. Some aimlessly, some target specificity; sometimes take the initiative to pay attention, sometimes passive attention. Depending on whether the consumer has an eye or not and whether he or she will need to work hard, attention can be divided into intentional attention, unintentional attention, and intentional attention.

Below to analyze separately.

First, no attention to the phenomenon and its impact

The design factor has no intention to pay attention, but also refers to arbitrarily paying attention to the fact that there is no intended purpose and no attention will be given to any will. In life, people browse without a destination in shopping malls and supermarkets. They often unintentionally inadvertently pay attention to certain consumption incentives. This is an unintended phenomenon. The irritant's strength, contrast, activity, and new sex are the main causes of inadvertent attention. When new products are put into the market, they must first be known, recognized, and attracted attention. This is the most basic, and there are many means and media. In most cases, consumers’ first impressions of goods are obtained from packaging and advertising. Therefore, the first role of design is to seize the eyes. What you say this time may not be important. It is important to let others know that you are talking. The proliferation of television advertisements and how to attract people's attention is not merely the effect of screen effects.

Advertising suspense is a common and effective method. McDonald's TV commercials, as the baby stroller swayed and cried when the baby was crying, the audience was completely attracted by the cute but funny expression of the baby, and did not know what to do. Until the turn of the shot, the McDonald's sign was originally out of the window. Sometimes the stroller's ups and downs were in the baby's eyes. When he saw it, he laughed and could not see it. The audience suddenly realized that they also paid attention to and favored the product. Color is an important sensory clue. In visual effects, colors precede shapes and are more attractive than shapes. People of different ages, genders, cultures and religions have different preferences for color. For example, children love extremely bright colors. Young people like bright and warm colors such as yellow, orange and pink. Older ones tend to be lighter in color. Different nationalities have different hobbies and taboos; they have different levels of education, different levels of culture, and different preferences for color. In the Loess Plateau and the Yunnan-Guizhou Plateau, some ethnic minorities or people in remote mountainous areas love some very bright colors such as big red and green.

For cities with a slightly higher level of modern civilization, people prefer a lighter, fresher, and brighter color. For Chinese and Westerners, Westerners regard pink as the color of life, because pink is sentimental, agitated, and romantic in color, which corresponds to the warm, outgoing, and exaggerated character of westerners. The Chinese see green as the color of life. Green symbolizes hope, youth, and vitality. Green also represents peace, stability, and the emotional component of seeking peace and tranquility in the status quo. For packaging, after the product is on the market, most of the time it is placed on the shelves for consumers to choose, and piled together with similar products, in addition to close-up window. At this time, in order to make the product first caught by people's eyes in similar products, it is necessary to understand the packaging characteristics of similar products, use color laws and form sizes, and try to avoid similar packaging styles.

In color, sometimes subverting the traditional aesthetic standards, dazzling, uncoordinated colors and collocations can sometimes attract attention. Such as Sias India's aromatherapy soap, packaging design with the middle of the dark blue block and the two sides of the golden vertical bars. It distinguishes itself from other traditional soap packagings, mainly pink, light yellow and other warm soaps. What is worth mentioning is the blue streamlined bottle body of Nongfu Spring Sportswear. Its appearance is fluent and stylish, and it is very unique. The porcelain gifts exported from Shandong were ingenuity packed with corn skins into portable boxes. They not only made full use of surplus labor in rural areas, but also made local inexpensive materials into folk features and elegant textures and crafts packaging. Carton packaging is more artistic. The main thing is to give different visual perceptions of the same kind based on the characteristics of the product itself.

Second, intentional attention to the phenomenon and its impact

Design Factors Sometimes people have a clear buying goal. It may be through advertising, relatives and friends, and their own needs to cause a desire to buy a certain product, and to deliberately search for and collect relevant information. This is called intentional attention. At this time, the goods are competing in similar products. The purpose of packaging or advertising is no longer merely to capture the attention, but to further enrich the contents and forms of packaging and advertising. The purpose of the design at this time is to accurately convey and reinforce the product information so that the product can be understood from understanding, trust and memory.

In life, people are satisfied with the purchase of a certain product, and when they purchase again, they will recall the appearance of the packaging of the product so that they can find what they want in a wide range of products. If you can't remember it, you may find it based on the only memory you have and you may ask the salesperson. In most cases, however, people will turn their backs on other products in the face of a troublesome search process. This will cause great economic losses to the company and it will also be the failure of product visual communication design. The main color of the product is a noteworthy issue. Red is the color of young people, the color of sports and a symbol of Coca-Cola's eternal vigor. The Kodak Company of the United States uses its yellow packaging to represent hope, joy and thought. When people choose the yellow-wrapped film, they naturally think of the Kodak Company that can leave people with a timeless and splendid image. These brand colors have guided people's positive emotions and created a beautiful association. People's memory efficiency of their products is also very high.

(to be continued)