"The Curiesov Effect" of Modern Commodity Packaging

Today, when we walk into the mall, we are dazzled by the array of product packaging. However, under careful appreciation, it was also missing, and some of the designs were daunting. I once saw a ham sausage packed in a plastic bag containing five ham sausages. The whole bag was opaque on the white background and there was a circular light-transmitting observation port in the middle of the back. The overall design was fresh and cool. However, a positive pattern was seen, but people want to vomit: the three-pointed beauty painted above, "bloody" thigh is even more eye-catching, just in the leg of the book with the artistic word "fresh ham."

However, some packaging designs can also be called ingenuity. There is a drink called “Snow & Snow” which is packaged in a composite carton. The pattern is based on the snow-capped mountains under the blue sky. The word “ice and snow Philippine” is the lake blue. The upper part is covered with white snow, and the entire design highlights the effect of “ice and jade”. After watching it, people have a refreshing and refreshing feeling. They call the population thirsty. Thus, I think of a famous montage experiment performed by the Russian director Kurishov.

Koryushov once to the Russian actress Mozyoussing took a specific expressionless face, cut into three segments, respectively, in a bowl of soup, a child playing games and an old woman's body shots prior to. After discovering that the audience had watched it, it was surprising to think that what was praiseworthy was the actor's performance: the actor showed hunger when he saw the soup; he saw joy when he saw the game; and looked sad when he saw the old woman's body. Actually, the actor does not have an expression, but the juxtaposition of the lenses makes the audience have an association. Therefore, Curishov came to the conclusion that it is not the content of a single shot but the juxtaposition of several pictures that cause the emotional reaction of the movie.

In fact, does the screen design of packaging design not cause consumers' emotional reactions? In terms of both the product itself and the packaging design, are there any positive and negative influences due to different combinations? Only the juxtaposition of the patterns does not have the strong effect of juxtaposition between the film images, but the interaction between them is enough to arouse our attention. If we make good use of this rule, we will have a good sensory stimulation to the effect of product and packaging and the picture of the packaging. It will reflect the good quality of the product and will be more conducive to the sale of the product. Fully realized the advertising function of the package. To put it bluntly, the Curieshoef effect is to use a coordinated design to capture the consumer's psychology and the design is successful as long as it can generate a desire to purchase in the consumer's mind.

When we think about it, there are a lot of places that can cause the Curieshoe effect when the goods are placed in the shop window: Is the name of the product coordinated with the product and packaging? Is the logo of the trademark coordinated with the product and packaging? Is the design of the packaging coordinated with the product itself? Is the advertising design of the product coordinated with the product and the environment? Is the layout of the product in the window coordinated with the product and the environment? And so on, these can all cause the Curiesch effect. Through various combinations and associations, people can always produce some psychological reactions. Well, whether this reaction is good or not is probably related to all the above aspects.

Product Name and Curiesov Effect

From the point of view of consumption, the name of a product is not only the name of the product, a mark that identifies the product, but also can cause the Curieshoef effect and inspire consumers' psychological activities. The name of a commodity generally reflects and expresses certain functions, properties, functions, or components of the product, providing basic information for the first step of the buying process and the second step of understanding. Therefore, when designing a product, it is necessary to consider the product. Choose a unique name that is loud, beautiful, and profoundly meaningful and easy to remember, different from other products. This has a great psychological effect on enhancing the popularity of products and promoting their sales.

For example, "Erie" milk powder is well-known. People can think of the scene of "blue sky, white clouds, and cattle and sheep" on the Inner Mongolian prairie, so that they have a strong Curieshoef effect in consumer psychology and make consumption. The person has great confidence in the quality of the product.

"Huangtai Wine" is often associated with Maotai, and the adverts of "Moutai in the South and Huangtai in the North" quickly increase its popularity. This parallels the general products with well-known products, which are usually the tactics used for new products. The basis of the effects of the Kurishov lens assembly is still the relationship between the content contained in the lens. Of course, this connection is not superficial, but a reflection of the daily experience of consumer psychology. Using this tactic can achieve 4 effects:

(1) Save on advertising resources;

(2) Shorten the promotion cycle;

(3) Improve brand effect;

(4) Inspiration inspired by consumer inspiration.

To exert the psychological efficacy of the product name, let it have a positive Curieshoe effect on consumers' mental activities. At a minimum, the following points must be made:

First of all, it should be worthy of name and easy to remember. The name of the commodity should be consistent with the performance characteristics of the commodity entity so that the consumer can, as the name suggests, imagine the use, performance, and presumed form of the product without seeing the product itself. The product name is simple and clear, easy to remember, easy to read and nice to read, not too long, too remote.

Second, it must be able to induce emotions. Since consumers have good feelings and preferences for goods, purchase behavior occurs, so the name has color and personality traits that can evoke the desire of consumers. Therefore, words can be elegant and chic, and can also be simple and elegant, or charming and beautiful. Or just powerful. It is also important to pay attention to the national style and prevent side effects. For example, the name “Fangfang” of the product, together with Pinyin “Fang Fang”, has no fault in China, but abroad, it is not a favorite tooth, The wolf teeth will be confused, it will be annoying.

The third must cause association. Increasing the scientific, intellectual and artistic meaning and interest of the product name, and using the relationship between things to create beautiful associations, memories, longings, and hopes, requires that the deep meaning, appealing beauty, and strong appeal of the name be sought. For example, "sweet and sweet" toffee is eaten in your mouth and sweet in your heart. (to be continued)