The hottest packaging promotion and consumer psych

2022-08-13
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Packaging promotion and consumer psychology

sales packaging is the integration of protective function and artistic beauty, and a creative combination of practicality and novelty. Successful packaging promotion is the resonance of the producer's mentality, the creator's mentality and the buyer's demand psychology. Only by grasping consumers' psychology, catering to consumers' preferences, meeting consumers' needs, stimulating and guiding consumers' emotions, can commodity sales packaging stand out in the fierce business war and be sure to win

with the needs of market competition, commodity sales packaging has gradually developed into pop packaging (focus advertising) integrating protection, introduction and advertising, shouldering the modern mission of "silent salesman". Packaging promotion plays a role through psychological incentives to consumers

the impact of sales packaging on purchasing psychology

people often get the impression of the outside world through their eyes. With the continuous emergence of new retail methods such as supermarkets and warehouse malls, there are more and more self-service in the field of consumption, and the advisory role of salespersons is increasingly replaced by the visual language of goods. Consumers' dependence on packaging in the process of identifying goods makes the "silent competition" on the shelves more and more intense

packaging mainly affects purchasing psychology from three aspects:

1. Recognition function

consumers' memories store the conventional phenomena of various commodities, and they often buy commodities according to the inherent shape of the packaging. When the quality of goods is not easy to distinguish from the product itself, people often judge by the packaging. Packaging is one of the foundations of product differentiation, which cannot bear the impact of the sharp fluctuations in vanadium prices. It can not only explain the name, quality and trademark of the product, introduce the special effects and uses of the product, but also show the characteristics of the enterprise. Consumers can obtain relevant information about goods in a short time through packaging. Therefore, appropriately increasing the information capacity of packaging for target customers can enhance the attractiveness of goods

2. Convenience function

the package divides the appropriate portion, provides a reliable means of storage, is easy to carry and use, and can also guide consumers how to use

3. value-added function

the successfully designed packaging integrates artistry, knowledge, interest and sense of the times. The appearance quality of high-end goods can stimulate the social needs of buyers, making them feel that they have improved their identity while owning goods, and their hearts are full of happiness

it is true that consumers judge the quality of commodities not only based on packaging, but also subordinate to commodities. The quality, price and popularity of commodities are the main factors for consumers to weigh, but the "halo effect" of packaging can transfer consumers' good feeling of packaging to commodities and achieve the purpose of promotion. French Leya group, which specializes in producing high-end cosmetics, launches every new product, and its packaging cost accounts for 15% - 70% of the total cost

packaging promotion first promotes cognition

purchasing psychology generally goes through three stages: cognitive process, emotional process and decision-making process, in which attention is the beginning of cognition and the basis of the whole purchasing psychological process. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of the customers in China's supermarkets shop without a purchase plan, while 54.9% of the people in the country have this purchase habit, that is, unintentional attention is the main purchase psychology of Chinese consumers. In this case, the packaging promotion function will do a lot. According to DuPont's "DuPont law", 63% of consumers make purchase decisions based on the packaging and decoration of goods. Primande, a famous American packaging design company, also has such a motto: consumers generally can't distinguish between products and packaging. For most products, the product is the package, and the package is the product. Packaging is the shadow of commodities. In the absence of reference information to speed up the development of the new material industry, or in the case of roughly the same quality and price, unique packaging can attract consumers' attention and interest and enter the range of consumers' choices

color is the first visual effect of packaging. The survey shows that customers' feelings about goods are first color, then shape. Within 20 seconds after the customer first touches the product, the color sense is 80%, and the shape sense is 20%; Within 20 seconds to 3 minutes, the color sense is 60%, and the shape sense is 40%. Another measurement shows that shoppers spend about 0.25 seconds observing each product, which determines whether consumers will change from unintentional attention to intentional attention. Therefore, commodity packaging must choose "color" to capture people, and live in the hearts of target customers at one stroke. The color of the package should adapt to the use and characteristics of the commodity itself, and evoke association through stimulating vision, so as to affect people's evaluation of the commodity and purchase behavior

the shape of commodity packaging refers to the shape, material, graphics and text of the packaging. Only when the shape and materials of the packaging appropriately show the characteristics of the goods can it achieve the effect of promotion. Vacuum plastic packaging of food makes people feel convenient and hygienic, aluminum foil blister packaging of drugs makes people feel scientific and credible, and body fitting packaging of hardware products makes people feel reliable

for customers, the largest amount of information is contained in the commodity packaging. The part that can be padded and screwed down is graphics, followed by text and color. Graphics include patterns, paintings, photography and other types. Graphics are the magnifying glass of commodity characteristics. Graphics can also make metaphorical, symbolic and associative descriptions of the functions of products, such as using lotus to show that umbrellas are watertight, and using pine to show that tonics for the elderly can prolong life... These have left a deep impression on consumers

words are the most memory intensive element in commodity packaging. Commodity packaging should have explanatory words, objectively and concisely introduce the name, specification, composition, function and use method of the commodity, and try to highlight the key points at a glance. And the propaganda words -- signs play the role of micro advertisements. A sign is a phrase that stands out against a background of strong contrasting colors and patterns such as spark, explosion, and large dots. Suggestive signs, such as "fried" instant noodles, indicate the basic characteristics of the commodity; Explanatory signs, such as "absolutely free of (2) preservatives for spraying equipment exterior paint", can eliminate consumers' concerns about the ingredients contained in food, beverages and chemicals; And encouraging signs, such as "delicious!", Can directly stimulate the desire to buy. Clever use of logos can produce a strong visual impact and become the finishing touch of packaging and promotion

packaging promotion focuses on psychological promotion

consumers are the ultimate market of marketing. The multidimensional and differential nature of people's consumption psychology determines that commodity packaging must have multidimensional emotional demands in order to attract specific consumer groups to produce expected purchase behavior. Sales packaging is the epitome of marketing strategy, and the psychological strategy of packaging design is a very logical promotional creativity

1. convenience seeking psychological strategies

customers all want convenience in shopping. For example, transparent or windowed packaged food can be easily selected, combined packaged gift baskets can be easily carried, soft packaged beverages are convenient to use, and so on. The convenience of packaging adds to the attractiveness of commodities. Foreign popular "barrier free" packaging, such as contact judgment and identification packaging, using jagged signs to distinguish the types of detergents, and setting up automatic identification signs in canned food that "the concave shape in the middle of the cover proves that the shelf life has not expired". They were originally developed to cater to the elderly and the disabled, and the results are deeply loved by consumers. It can be seen that convenience is a common consumer psychology

2. Realistic psychological strategy

products, including packaging design, must meet the core needs of consumers, that is, they must have real value. In all age subculture groups, the elderly are the most simple and realistic, but now the various elderly health tonics are generally over packaged with "form is greater than content". Even if these products can attract casual purchases, they are difficult to win consumers

3. Psychological strategies for innovation

especially for products with high scientific and technological content, the material selection, process, style and decoration design of packaging should reflect the progressiveness of technology. For example, three-dimensional packaging, aseptic packaging and anti-theft packaging made by concave convex technology can reflect the excellent achievements of science and technology and the superior performance of products through novel and unique packaging styles

4. credit seeking psychological strategy

highlighting the brand and trademark in the product will help reduce the buyer's suspicion of product quality. Especially for enterprises with a certain popularity, doing so will kill two birds with one stone for the publicity of products and enterprises. The packaging of Budweiser's Silver Ice Beer has a quality mark composed of penguin and brand logo. Only when the cold storage temperature of the beer is the most appropriate, the lively little penguin will be displayed to ensure the authenticity of the beer to consumers and meet their confidence seeking psychology

5. psychological strategy of seeking beauty

the packaging design of goods is the crystallization of decorative art. Exquisite packaging can arouse consumers' high-level social needs. The packaging with deep artistic charm is a kind of enjoyment for buyers, and it is the driving force to promote potential consumers to become obvious consumers, and occasional consumers to become long-term and habitual consumers. The packaging of world-famous wine is very exquisite. From bottle to wine, it is glowing with artistic brilliance. This is the most elegant and successful packaging promotion

6. fun seeking psychological strategies

people especially need to be relaxed and humorous in a stressful life. An American company printed all kinds of interesting riddles on the lid of the biscuit can. Only after eating biscuits can we find the riddles at the bottom of the can. The product is very popular; China's children's food "Chido" corn crispy has a small circle attached to each package. A certain number of small circles can be made into toys. The more small circles, the more beautiful the toys will be. As a result, a large number of small customers are fascinated. People's curiosity can often drive them to buy again and again

7. psychological strategies of seeking differences

especially young people, like to be different, like to seek differences, wonders and innovations, and strive to find opportunities to express themselves. The product packaging with such consumers as the target market can boldly adopt taboo colors, break through the tradition in modeling, and hype "the choice of the new generation" in the logo in order to guide the trend and create fashion. However, the psychology of such consumers is elusive and the trend is changeable, so this kind of packaging promotion is a high-risk and high return attempt

consumer psychology can also be subdivided according to standards such as ecological psychology and gender psychology. The multi-level nature of consumers determines that packaging promotion should also be carried out from multiple perspectives. With the improvement of material and cultural living standards, people's consumption concept is also constantly developing. Today's fashion may be out of date tomorrow, so the packaging of goods must be constantly improved to seek balance, harmony and unity in inheriting tradition and creativity

however, the information transmission of many product packaging in China is still seriously distorted: today, the business proverb "sell a piece of skin" has long been familiar, and the products of some old enterprises continue to show a pitiful appearance of "clear inside and muddy outside, my clothes wrapped in jade"

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