Packaging design and sales psychology
packaging is not unfamiliar to every consumer who buys goods. Compared with any other art form, packaging art design has the widest popularity. Every nation and country in the world, and every person who enters the society, will come into contact with commodities every day and feel the taste of the artistic beauty of packaging design. Packaging design is more direct, more vivid and more infectious than other art forms to penetrate into all aspects of our life
in supermarkets, the charm of packaging has become one of the most important factors to attract customers. Standardized products gather on the shelves, and the commodities of different manufacturers only rely on the packaging of products to show their own characteristics. These packaging publicize themselves with exquisite modeling, eye-catching trademarks, appropriate words, bright colors and other design elements, playing the role of a silent salesman NJ. An economist in the United States once made such a special survey: among the more than 250 large companies in the United States, only 100 companies use price as a means of competition, and focus on improving commodities. There are 158 non price competitive companies. "Non price competition" plays an important role in marketing. And in. At that time, the sales packaging, which accounted for the largest proportion of non price competitiveness and developed the fastest, was praised as a silent salesman. Sailin, a senior packaging consultant of the United Nations International Trade Center, believes that there are two main ways to sell goods in the international market: one is by advertising, and the other is by the packaging and decoration of the goods themselves. Although advertising has achieved quick results, it costs a lot and costs a lot. It is difficult for developing countries to pay the cost of creating a famous brand product with advertising, ranging from millions of dollars to hundreds of millions of dollars. The packaging and decoration is low cost and low cost. As long as the design is novel and chic, and the style is beautiful and generous, it can achieve the same effect as the advertising. Therefore, he suggested that developing countries should try to use the second method to strengthen the research on the design of packaging decoration, so as to make it conform to the market conditions and buyers' psychology
psychology permeates sales packaging from the following facts: (1) with the development of productivity and the continuous improvement of consumers' living standards, the rush to buy with money is turning to buy with money and reserve; (2) Due to the rapid promotion of automatic sales methods such as supermarkets and self selected commodity stores, the function of packaging as a silent salesman is emphasized; (3) The pursuit of beauty is getting higher and higher. People not only pay attention to practicality, but also pursue beauty; (4) The fierce commodity competition and the continuous emergence of new products have reduced the number of consumers who blindly worship traditional commodities, and the number of consumers with unique opinions has soared. These people are highly selective, do not superstitious about famous brands, do not believe in advertising, pay attention to self-standards, and emphasize. Seeing is believing
1 use of color
color has played a decisive role in the sales and operation of commodities, because vision plays an extremely important role in the process of consumers' psychological activities. From a psychological point of view, people's acceptance and recognition of information can be divided into two stages: feeling and perception. Feeling reflects the attributes of things, perception reflects the whole of things, feeling is the basis of perception, and perception is the depth of feeling. Therefore, feeling is the most basic and simplest psychological phenomenon. Without feeling, it is not only impossible to produce perception, but also impossible to produce all other psychological phenomena. Among the five senses, vision accounted for 87%. Hearing, smell, touch and taste account for only 13%. Seeing is better than hearing. "
in the visual organ, color is the cause of consumers. Attention ". Stimulation ", many unsalable products in the international market, the internal quality of the products is not bad, just because the color is not new and popular
so, how do we choose the color that consumers particularly like? First of all, the intensity of stimuli is an important reason for unintentional attention. Such as scarlet, it can stimulate and excite the nervous system, increase adrenaline and enhance blood circulation. However, too long exposure to bright colors will cause anxiety and physical and mental stress, making people feel tired. Second, contrast can make colors bright, vivid, lively, both aesthetic and pleasant. For example, the series low box packaging of soup in Japan is a group of excellent pictures based on consumer psychology. The author thinks that although the medicine can cure the disease, the pain of consumers in the treatment process is unbearable, resulting in a daunting psychological feeling. In view of this, in the packaging design, the author creatively uses bright color contrast to make people feel that this enema medicine is different from those similar products with cold colors and words. It seems that there is still something tempting inside, which is not so terrible. This group of designs captures the psychology of consumers, reduces people's unhappiness about drugs, and expands marketing. In terms of color contrast, it is necessary to prevent fancy, disordered, complicated and hard piled, so as to avoid the disharmonious atmosphere remaining in the hearts of consumers. Third, the novelty of stimuli is easy to become the object of attention, while the stereotyped, rigid and repeated colors are difficult to attract people's attention. The so-called popular color is just a synonym for the novel and exciting color. It follows the principle of not falling off the desire to cover and innovating, so that consumers will never get tired of it and keep paying attention to it
in recent years, scientists and psychologists from all over the world have conducted in-depth and detailed research on the magic of color, and found that color affects many parts of human physiological functions, such as the nervous system and digestive system, lymph "This test result surprised all the experts present. The system, the heart system and the internal balance system have different regulatory effects. It can be seen that the future of color will be extremely broad.
2 the role of modeling
besides the face, people should also have a good figure to match. The packaging of goods is not like this. Those silly, big, black and thick packaging, of course, can not make customers linger 。 Modeling perception is realized by vision and touch. Therefore, the most important thing in the design of packaging modeling is to pay attention to "The application of ergonomics, especially the organic combination of ergonomics and artistic modeling design, makes it easy to hold, not easy to slip off, easy to open, convenient to dump, beautiful and practical. For example, in order to choose a coffee bottle, American Luxon food company first designed a variety of coffee bottle types, and asked 500 housewives to observe and evaluate, to study which shape is good when housewives use it to hold the bottle Which kind of bottle is not easy to slip when holding it in wet hands? According to the results of investigation and research, we can learn from the long cashew nut bottle. Then the product name, pattern, etc. were investigated. The results showed that after the coffee in this coffee bottle was put into the market, it competed fiercely with the products of general food company which had been put into the market six months ago, and won with the advantage that the sales volume was twice as much as that of the other party
like the novelty of color, the novel and unique artistic modeling has the charm of instant surprise. Vigorously introducing a batch of high-end new material professionals can make people get a clear visual impression in a short contact. A kind of radio earphone box designed by the Japanese skillfully uses the top cover of the low box to design eight symmetrical arcs. When in use, the four sides of the top cover of the carton are bent inward. Due to the elasticity of the paper itself, a four petal flower is cleverly formed. This exquisite low box shape is rare in the international market, so it has attracted a large number of consumers and generated great competitiveness
from the perspective of psychology, from vision to vision, the psychological activities of consumers have not deepened. In order to complete the transformation of customers from "staring" to "admiring", we must also make an article on the practicality of modeling, so as to transform feeling into perception. For example, at present, most of the packaging designs with handle rings skillfully arrange the handles and lifting rings in the volume and space occupied by the packaging itself, which is a trend in the development of packaging design abroad
3 the importance of trademarks and words
trademarks are a sign used by producers or sellers to identify the goods they produce or sell. To create a successful trademark, it must have the basic conditions of being distinct, easy to recognize and remember, distinctive, simple and eye-catching. send "Consumers who have heard their names for a long time will have the pleasure of reuniting old friends. Consumers who don't know each other will feel like old friends at first sight and achieve the effect of brand recognition and purchase.
in addition to numbers, trademarks can also be named with letters, words and patterns. It indicates the origin of products and is convenient for consumers to select favorite products according to the design, variety, quality, specification and function of commodities.
the nature and function of trademarks themselves, Determines the importance of trademark naming and design. However, the trademark design and naming of some export commodities in China are very poor. A big reason is that we do not understand foreign culture and language habits. For example, with. The battery named by white elephant brand has an English trade name of whiteelephant phant. If this battery is exported to the UK, no one is willing to buy it, because whiteelephant means white elephant in the UK. waste material! Add more. The English trademark of peony brand men's shirt is. Peony, which in the United States means. Sissy! Who likes to wear. What about the shirt that is neither male nor female
as for the logo design, we should pay more attention to taboos. Generally speaking, the following items should be avoided: (1) the national flag, tattooed flag, medal, military flag, military emblem and other official signs, names or graphics of various countries; (2) The emblem of the Red Cross or the words of the Red Cross and the Geneva cross; (3) Words, figures or signs that violate public order or morality; (4) Common names, figures, or images, unless they are related to identifying commodities and have obvious characteristics; (5) Names and figures usually used to indicate category, variety, nature, source, raw materials, use, weight, size, value and quality; (6) A trademark containing the trade name, name, stage name or portrait of another person shall not be used without the written consent of the person or his legal successor; (7) Geographical name or figure; (8) A trademark that is the same as or similar to a registered trademark
text description plays an important role in sales packaging. Especially for new product promotion, entrepreneurship and innovation, and customers who buy loans for the first time, a good text description is very helpful. The function of being mature. Sony, a famous Japanese company, initially developed a new product recorder. In the early stage of marketing, two people carried a large recorder to sell it everywhere, and the results were not satisfactory. One day, the president of the company, Akio Morita, saw an old man enter an antique shop and spent a large sum of money on an antique that was not very valuable to Akio Morita. He learned a truth from it: in order to achieve the purpose of sales, consumers need to know what they buy, and they must be properly educated and publicized. The product description is like a person's resume. The strokes and words on it all represent the mind and ability of the product. Therefore, a hasty explanation is not enough to arouse the buyer's desire to shop
the inheritance of the national culture should be based on the reality through its form