Analysis of Consumer Psychological Factors in Packaging Design

Abstract : This paper analyzes the application of several motivational factors in consumer psychology in modern packaging design and discusses the important influence of consumer psychology factors on modern packaging design under the conditions of modern society and market economy. Explained that the majority of packaging designers nowadays only from the perspective of professional design of products such as the shape, structure, and function of the product are not enough, but also focus on the study of the relevant psychological activities of consumers and into the design, in order to enhance the effectiveness of packaging design, to win the market Competitive Advantage.

Keywords: packaging design; consumer psychology; analysis

The main function of packaging design is to protect the goods, followed by beautifying the goods and conveying information. It is worth noting that the latter two functions have become increasingly important for modern consumption. With the continuous improvement of people’s living standards, people are no longer satisfied with food and clothing but are increasingly critical of their products. The competition between manufacturers and similar products is also becoming increasingly intense, especially with the continuous expansion of supermarkets. Packaging design should emphasize the information and value functions of goods. So, how can we allow consumers to purchase the goods on the shelf in a satisfactory manner? c7 I think that in addition to solving the basic principles of design, good packaging design must focus on the psychological activities of consumers. Stand out in similar products. Consumer psychology is one of the main research fields of business psychology that studies the behavioral rules of consumers purchasing and using goods and services. This involves two aspects of goods and consumers. Researches related to the former include advertising, packaging, product features, marketing methods, etc.; studies related to the latter include consumer attitudes, emotions, hobbies, and decision-making processes. Consumer psychology evolved from advertising psychology. Early consumer research focused on collecting information from consumers in order to produce more effective advertising. Later, the focus shifted to examining consumer attitudes and attitudes before and after product design. As a packaging designer, it is important to understand and master the factors of modern consumer psychology.

1 Consumer Psychology Motivation in Packaging Design

As far as consumption motivation is concerned, the most direct goal of product packaging is to stimulate consumers to purchase, that is, to stimulate consumption. The first consideration in formulating a product 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 on something is driven by some kind of psychological motivation. People's actions are generally dictated by subjective internal reasons, namely psychological motivation, and psychological motivation is closely related to needs. Psychological motivation is a reflection of needs under certain conditions, which is transformed by human needs. In other words, people act in order to meet certain needs. Consumers go to the store to buy a certain product because they need it. If winter comes, people will go to the store to buy things like down coats or overcoats to resist the cold.

Furthermore, people's needs are hierarchical, and many psychologists have conducted in-depth discussions. The American psychologist Maslow's hierarchy of needs is one of them. He divides people's needs into five levels: (I) physiological needs: food, drink, air, etc.; (2) safety needs: in danger and fear. The need for freedom; (3) The need to be in love with each other: The need to be loved by relatives and friends, and the need to establish a family; (4) The need for respect, the need for honorable achievement; (5) The need for self-fulfillment.

Among them, self-realization 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, in order to use them, and on the other, they must also show their own status, education, and appreciation, and pursue the psychological value of praise. E.g,. "Big Brother" (mobile phone) has just entered the Chinese market, many purchases, big brothers are used in addition to. In addition, when talking about business or in public places to show their economic strength to meet their "honor," "status" and " Vanity: Contemporary women buy cosmetics, which is the purchase of a desire and satisfaction of their needs - the desire for beauty, the desire for victory, the desire for self-expression, and they are purchasing a perfect satisfaction of self-image, not something. When formulating the positioning of different commodity packaging designs, it is necessary to investigate and research the psychological needs and motivation types of consumers in order to carry out targeted packaging design.

2 Behavioral motives for consumer purchases in packaging design

First of all, consumer purchase behavior can not only meet the physiological and physical needs of the purchase. There are also purchases that meet social and spiritual needs. For example, the purchase of tobacco, alcohol, tea, milk powder, clothing, shoes and hats is basically to meet the physiological needs of hunger, nutrition, and heat preservation. Buying various books, subscribing to various magazines, purchasing color TVs, VCDs, etc. are for work or spiritual needs. But the needs of people do not necessarily translate into motives that motivate people to act. They need to be experienced in the form of desire. For example, many people want their skin to be healthy and beautiful. This is human nature. However, if there is no cosmetic such as anti-wrinkle cosmetic cream, this desire does not encourage people to buy cosmetics. Only in the form of desire exists in the minds of people, only when a manufacturer produces such a product, and through advertising, so that consumers understand that there are cosmetics to meet their desire for beauty, at this time, consumers will go to the store to buy this Cosmetics. Only then can the psychological motivation truly translate into behavioral motivation and become the driving force for people's buying behavior.

Second, the purchase behavior of consumers is sometimes dictated by an incentive, sometimes dominated by a variety of complex motives that 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 the use of goods. The demand for goods is inexpensive, and this is the act of buying goods subject to a purchase motive. The economically rich consumer behavior tends to pay more attention to the quality of product packaging. This part of consumers’ purchase motivation is rather complicated. It is the combination of physical and physical needs with the spirit and social needs. The spiritual and social needs dominate the market. status. In the process of modern people's consumption, with the continuous development of the market economy, the continuous improvement of the people’s living standards, the socialization of consumer behavior, and the behavioral motives of consumers to purchase goods are constantly changing. When designing a package, we should think more about satisfying people's behavioral motivations, and we can speak well. Only by grasping the opportunity can we win people first."

3 Other Consumer Psychology Factors in Packaging Design

The stimuli of visual elements, and these stimuli must have certain novel features to attract consumers' attention.

Followed by emotion and association. It's not too difficult for designers to be smart about packaging. However, to be unique, it is also essential to reflect the cultural connotation and contribution point (demand) of the product in the design process. In the product packaging design element, the color impact is the strongest. The colors used in the packaging of goods will create associations, induce emotions, and change the purchasing psychology. However, using colors to stimulate people's emotions should follow certain rules. Psychologists believe that in the drawing of food packaging, do not use or use blue or green color, and use orange or orange red to remind people of the harvest and maturity, thus causing the appetite of the customer and promoting the purchase behavior. Just like in real life, most consumers will be satisfied with large-area warm-colored goods packaging when they purchase supplement products, and they are interested in cool-colored packaging as cleansing products. They feel clean and refreshed. This is both a subjective and commodity reason. The role of consumer sentiment.

Finally, successful product packaging can not only cause consumers' emotions and associations, but it should also keep consumers in sight. Psychology thinks that memory is the reappearance of things people have experienced in the past, and memory is an important part of the process of psychological understanding. The basic process includes remembering, keeping, recalling, and recognizing uj. Among them, remembering and keeping is the premise; recall and recognition are the result. Only by remembering and keeping firmly, memories and recognition can be achieved.

therefore. To enable consumers to remember the design of product packaging, it must reflect the clear personality of the product, concise text, maps, images, but also reflect the cultural characteristics of goods and modern consumer fashion and fashion trends, in order to allow consumers to remember forever.

4 Conclusion

People's psychological activities are extremely delicate and difficult to ponder, and people often buy products 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 are not only different for men, women and children, but also vary greatly depending on the preferences of countries, regions and individuals. . 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 find out the laws of packaging design and consumer mental activities, so as to improve the effect of packaging design and urge consumers to purchase goods.

Source: Packaging Engineering

He Zhaofeng
(Nanjing Institute of Industry and Technology,


Food Machinery Co.,LTD ,