Understand consumers' five psychological characteristics Pursuit of perfect food packaging design

[China Packaging Network News] The sale of goods is good or bad, there are many reasons for this, not only has a great relationship with the quality of the brand, which is also critical for his packaging.

Especially for children's food, if you want to attract more consumption, then you must make great efforts in children's food packaging design. In fact, in the market for food packaging design and production. There are different attitudes. Let's find out. Face the different attitudes of food packaging design.

The first thing that is most common is the psychology of paying attention to benefits.

This is a universal psychological feature of the general public, working-class people, and customers with mature consumer attitudes. This part of consumers pursues the practical value of goods, and is good at comparing products, and has a certain knowledge of product identification, and designs various food packaging. Publicity also has its own judgment.

The second is the crowd that pursues aesthetic psychology.

When consumers are faced with a new type of product or lack of understanding of the type of goods they purchase, the pursuit of external image aesthetics of the product will become the main reason for the purchase behavior. The design beauty, color, graphics, Factors such as the modality of the packaging are the basis for selection. For example, people with a higher knowledge level and cultural quality are more elegant and exquisite in terms of packaging, while others prefer colors for publicity, rough packaging, and even the product. This feature is particularly prominent in products such as decorations, stationery, cosmetics, clothing, and daily necessities.

The third is the pursuit of fashion psychology.

This is a popular psychological feature of consumption among young people and white-collar workers. It is reflected in various fields such as lifestyle, diet, costume culture, leisure and entertainment, and interpersonal communication. Fashion culture plays a huge guiding role for young people's consumption. Although there are some things that conflict with traditional culture, we should know that the emergence of all phenomena has its historical development trend. We can only deal with it. Can not be avoided. As a packaging designer, we should have a good understanding of fashion and pop culture so that we can design a packaging product with a time-sensitive appeal.

The fourth is the pursuit of brand psychology.

The reason for this is that on the one hand, due to the brand effect of brand-name products, consumers' sense of dependence on product quality and reputation, another important reason is the consumer's affirmation of self-worth. In the price structure of brand-name products, the cost does not occupy a high proportion, and the in-brand intangible assets including the food packaging design occupy a considerable proportion.

Fifth herd mentality.

When a product is purchased by many consumers, it will attract the attention of other consumers. They will think that the product must have value for money, and more people will buy it. This idea is very easy. Lead to consumer's herd purchase behavior. Therefore, in the advertisement of goods, highlight its market share or hire celebrities to serve as the image spokesperson for product promotion to guide consumer behavior.

The editors of China Packaging Network believe that if you want to do a good job in food packaging design, you must first understand what kind of heart characteristics consumers have. Only by grasping the customer's state of mind can you design good products and increase sales efforts.