Consumer psychology
Whether a commodity can have good sales performance must be tested by the market. In the whole marketing process, packaging plays a very important role. It communicates with consumers with its own unique image language to affect consumers' first emotion. When consumers see it at the first sight, they are interested in the products it packages. It can not only promote success, but also lead to failure. Packaging without demonstration will sweep consumers away. With the continuous development and improvement of China's market economy, the majority of consumers have become increasingly mature and rational, and the market gradually shows the characteristics of "buyer's market", which not only increases the difficulty in product marketing, but also makes the packaging design encounter unprecedented challenges, driving the packaging of products to grasp the consumer psychology of the public and develop towards a more scientific and higher-level direction.
Packaging has become the main behavior of marketing in actual business activities, which inevitably has a close relationship with consumers' psychological activities. As a packaging designer, if he doesn't understand consumer psychology, he will fall into blindness. How to attract the attention of consumers, and how to further stimulate their interest and induce them to take the final purchase behavior must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and changes is an important part of packaging design. Only by mastering and reasonably using the law of consumer psychology can we effectively improve the design quality, increase the added value of goods and improve the sales efficiency.
Consumer psychology research shows that consumers have complex psychological activities before and after purchasing goods, and the differences in age, gender, occupation, nationality, education level, social environment and many other aspects divide many different consumer groups and their different consumer psychological characteristics. According to the survey results of China Social Survey Office (SSIC) on people's consumption psychology in recent years, the characteristics of consumption psychology can be summarized as follows:
1. Realistic psychology
The main consumer psychological feature of most consumers in the consumption process is realistic psychology. They believe that the actual utility of commodities is the most important. They hope that commodities can be used conveniently, cheap and good quality, and do not deliberately pursue beautiful appearance and novel style. The consumer groups with realistic psychology are mainly mature consumers, working class, housewives and elderly consumer groups.
2. Psychology of seeking beauty
Economically, consumers with certain affordability generally have the psychology of seeking beauty, pay attention to their own modeling and external packaging, and pay more attention to the artistic value of commodities. The consumer groups holding the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the performance of aesthetic value psychology.
3. Different psychology
The consumer groups with the mentality of seeking differences are mainly young people under the age of 35. This kind of consumer group believes that the style of goods and packaging is extremely important, and pays attention to novelty, uniqueness and individuality, that is, it requires more fashionable and avant-garde in the modeling, color and graphics of packaging, but does not care much about the use value and price of goods. In this consumer group, minors account for a large proportion. For them, sometimes the packaging of products is more important than the product itself. For this group of consumer groups that can not be ignored, their packaging design should highlight the characteristics of "novelty" to meet their psychological needs of seeking differences.
4. Conformity psychology
Consumers with herd mentality are willing to cater to the fashion or follow the style of celebrities. The age span of such consumer groups is large, because the vigorous publicity of fashion and celebrities by various media promotes the formation of this psychological behavior. Therefore, packaging design should grasp the popular trend, or directly launch the product image spokesperson loved by consumers, so as to improve the trust of goods.
5. Name seeking psychology
No matter which kind of consumer group has a certain naming psychology, attaches importance to the brand of goods, and has a sense of trust and loyalty to well-known brands. When economic conditions permit, they even insist on subscribing regardless of the high price of the commodity. Therefore, packaging design to establish a good brand image is the key to the success of product sales.
In short, the psychology of consumers is complex and rarely maintains one orientation for a long time. In most cases, it is possible to integrate two or more psychological requirements. The pursuit of psychological diversity promotes the product packaging to show the same diversified design style.
Design trend
Packaging box design has a good development momentum in recent years, but how to further develop to adapt to the rapidly changing market demand is the primary problem in the development of packaging box design industry. How to grasp the development trend of packaging box design in the future? Here are the following points:
Sustainability
The 21st century is a century of environmental protection. People are committed to studying new packaging materials and environmental protection design methods to reduce the environmental problems caused by packaging solid waste. Innovations in packaging materials include: pulp molding packaging materials for heat insulation, shock resistance, impact resistance and perishable; In terms of design, strive to reduce the materials that are not easy to decompose in the later stage for packaging, and try to use materials that are light in weight, small in volume, easy to crush or flatten, easy to separate, etc.
Security
A drug packaging box named "faller" developed by a company. The packaging box is opened through the die tangent on the packaging box. It needs a certain force to open the carton. This opening method is very easy for adults, but it is very difficult for children, so it can effectively avoid children's misopening and eating. Once the packing box is opened, it is difficult to restore, so it plays the role of anti-theft to a certain extent, and truly integrates protection and anti-theft.
individualization
Personalized packaging design is a widely involved and influential design method, which has great relevance and influence on corporate image, product itself and social effect. The shaping and expression of packaging image develop to natural and lively humanized and organic modeling, and endow packaging with personalized quality and unique style to attract consumers. When designing the packing box, we must think systematically and analyze the actual situation from different angles and positions, so as to establish and understand various factors that should be considered.
Anti counterfeiting labeling
With the rapid development of modern science and technology, the general packaging anti-counterfeiting technology has no effect on counterfeiters. Strengthening the visual effect of packaging box design and strengthening the technology of packaging and printing industry have become a powerful weapon in the action of combating counterfeiting and safeguarding rights. The innovative method of packaging box design and the printing industry technology integrating high and new scientific and technological achievements together to pursue incisive and unique originality and unique visual effect are another direction for the sustainable development of packaging industry in the future.
Color grasp of design
When designing the packing box, we should pay attention to the following points: first, the relationship between color and packaging; The second is the contrast between color and color itself. These two points are the key to the use of color.
（1） Take care of
So, as the reference relationship between color and packaging, where should we start? Mainly through the external packaging color can reveal or reflect the internal packaging items. People can basically perceive or associate with what the inner packaging is when they look at the outer packaging. For this problem, the author has mentioned it many times in previous articles, but if we can go into the store and take a look at the goods, many goods do not reflect this kind of care relationship. So that consumers can not think of what the packaged goods are from the outside to the inside. Of course, it can't play a positive role in promoting the sales of products. The color of normal external packaging should grasp the same characteristics to varying degrees;
(1) From the perspective of industry progress, the normal colors of food packaging are expressed in the main colors of goose yellow and pink, which gives people a sense of warmth and closeness. Of course, many of them use green for tea, many of them use green and blue for drinks, many of them use bright red for wine and pastries, many of them use rose for children's food, and most of the normal colors for daily cosmetics are rose, pink white, light green, light blue and dark coffee to highlight the warmth and elegance. Most of the clothing, shoes and hats are dark green, dark blue Coffee or gray is preferred to highlight the beauty of calmness and elegance.
In terms of performance characteristics, only in terms of food, cakes and snacks are mostly golden and light yellow, giving people the impression of aroma; Tea, beer and other drinks are mostly red or green, symbolizing the richness and aroma of tea; Tomato juice and apple juice are mostly red, which intensively indicates the natural properties of the article. Although some packages do not use colors with similar commodity properties as mentioned above from the perspective of main tone, if the design of the package is written by their own hands, there must be a symbolic color block, color dot, color line or concentrated content highlighted by the color in the picture of its outer package. This should be everyone's favorite work. Many such examples can be found in some clothing packaging, some makeup packaging, and even some wine packaging.
（2） Contrast relation
Besides, the contrast between color and color. This is the easiest thing to show but very difficult to grasp in many commodity packaging. In the design, it comes from experts. The wound effect of packaging is sunny and white snow. On the contrary, it is inferior. In Chinese calligraphy and painting, it is often popular to say that it is airtight and sparse. In fact, it is a comparative relationship. This comparative relationship is very obvious and common in packaging design. These comparisons generally include the following aspects: the depth of color use, the weight of color use, the point and surface of color use, the complexity and simplicity of color use, the elegance and vulgarity of color use, the contrast of color use, and so on.
(1) The contrast of colors.
This is the most frequent and widely used color in packaging design at present. It is very common in many graphic designs (referring to posters, hanging paintings or situation binding). The so-called depth contrast should mean that in the design color, the depth and depth of the two colors skillfully appear on a picture at the same time, resulting in a more coordinated perspective effect. Usually, for example, a large area of light color is used to lay the bottom, and a dark composition is used on it, such as a light yellow bottom, which is composed of a coffee color, or a light yellow or white pattern line is used in the coffee color block; It is also like paving with light green; Dark green composition; Pink Bedding; Bright red composition; Light gray bedding; Soap black composition and so on. These are the deep and shallow contrast of color use. In terms of packaging design, we can use this form in some cosmetics packaging or some Western Wine packaging, especially in Western Europe. China's Changyu Wine, Shuanghui sausage and CJ's meat product packaging are mostly expressed in this form. This form of packaging is also common in Japan, South Korea and Taiwan. Its visual effect is bright, simple, gentle and elegant.
(2) The weight contrast (or depth contrast) of color is also one of the important reproduction techniques in the application of packaging color. This light and light contrast is often used to set off the dignified and deep theme pattern on the light and elegant background color, or in the dignified and deep theme pattern (mostly color block pattern). The theme and name of the light and elegant packaging, as well as the trademark or advertising language. Conversely, there is also a large area of dignified and deep pigment. In addition, some patterns are decorated with light and elegant colors or concentrated in a certain color block or comprehensively. In this light and light contrast, the general pigments have coordinated color contrast and cold and warm color contrast. The method of coordinated color contrast is often light green to dark green; Light * to dark coffee; Pink to bright red, etc., while the contrast between cold and warm colors is mostly black and white, red and blue, etc.
(3) Point to surface contrast (or size contrast) used in color. This kind of contrast mainly uses the contrast of pigment from a central or concentrated point to the overall picture in the design process of a packaging picture, that is, the contrast between small-scale and large-scale pictures. In daily life, especially in washing cosmetics, we can see that there is nothing clean in the whole area on the packaging box of a product. In the middle, a very obvious small box with heavy color (or oval or small round) appears, and then the theme of brand and name of the packaging content is reflected on the picture of the small box, This is not only the combination of point and surface, but also the comparison between large and small, and occasionally there is a gradual transition from point to.
(4) The complexity and simplicity of color use. We can see the unified "100"
For instant noodles, the upper and lower half of their packaging bags are the physical patterns of each miscellaneous instant noodles, but at the upper end of its picture is the whole clean big green and red color, and then the word "100" is prominently highlighted. Then look at the cover of packaging world magazine issue 66 (also known as book packaging). Using a large area of straw physical photos to lay the foundation, it seems very complicated, even the four words of packaging world are complicated, but the center of the picture shows a clean round color blank. It is indicated that "this journal will expand its edition and capacity in 2000" and "you are welcome to subscribe to the local post office". It's so simple and simple, but it creatively and independently holds out the ideological focus that the magazine needs to express most. I have also seen a dumpling bag and a seasoning bag in the store. The whole picture uses green, black and * pigments and interweaves on one picture, that is, to show the trademark, to show the name and to show the foil pattern. As a result, due to the large area of complex design, there is no practical significance, and the dark lining pattern appears, The main body of the above description is diluted and flooded, resulting in a sense of depression and irritability in people's psychology, which naturally affects sales.
(5) The comparison of elegance and desire in the use of color is mainly to highlight common words to contrast its elegance. This vulgar way of expression is to use the "dirty" disorder and disorder of color (in fact, it has originality. Some western oil paintings are very about this kind of expression - modern abstract art). This composition either reveals the theme symbolically or serves the theme of "setting off the lotus".
Make it a little red in the flowers. For example, in a packaging picture, it seems that the disorderly colors are piled or thrown on it carelessly. Then quietly aside or cleverly clear out the theme of the pattern. This is a very interesting thing. In addition to packaging, even book binding (zh ē n) Posters on advertisements and posters and leisure columns on TV have tried this.
(6) Contrast of color use. This contrast is essentially a contrast effect formed by the differences of a variety of pigments. This contrast effect is usually expressed in the following ways: the contrast between light and shade (or the contrast between yin and Yang), like China's easy light map; Contrast between warm and cold, such as the contrast between red and blue; Dynamic and static contrast, such as the contrast between elegant and calm background and lively and disorderly patterns and words; light and heavy contrast, such as the contrast between deep pigment and light pigment, etc.