Outstanding packaging is one of the important external factors to please customers and stimulate consumption. It can play an extremely important role in consumer psychology.
First of all, it helps stimulate consumer desires. Packaging with a sense of the times, a sense of art, and high-end luxury can attract customers and generate a strong interest. Because packaging not only protects the goods, it also increases the appearance quality of the goods and improves the reputation of the goods.
Second, it can also accelerate consumer awareness of goods. The unique packaging reflects the uniqueness of the product and helps consumers identify, compare and choose. The text and graphics on the package are simple instructions and advertisements.
It also facilitates the establishment of a product image. The packaging generally has a label, trademark, description, etc., and it becomes a publicity advertisement, which constantly deepens the impression of customers. Especially when supermarkets choose their own goods, packaging and trademarks are more of a symbol of the goods and show the goods. The entity plays a role in promoting sales of goods.
To design packaging well, you need to understand the physical and chemical knowledge in order to understand the performance of the packaging materials and the processing characteristics. You need to understand the psychology, aesthetics, and marketing knowledge to attract consumers and improve the product image.
The theoretical study of the Curieshoe effect seems very abstract and difficult to grasp. In fact, it reflects the designer's comprehensive knowledge level, because the same design, under different people's appreciation, may have different results, which of course is related to the level and experience of the viewer. However, it is necessary to accumulate some knowledge in order to make the ideal Curieshoe effect when most people watch.
In general, the following points should be noted in packaging design:
1. Easy to use and safe
That is, the use of the occasion to ensure that it is both scientific and practical. For example, the customer's requirements are easy to carry, safe to use, and to ensure safety and health. Therefore, packages such as gift bags and cans, etc. have been born and received by consumers. Specifically, the packaging materials are determined according to the weight, nature, and status of the goods; the packaging structure, specifications, and opening methods are selected according to the conditions such as the storage and transportation of the goods; and the storage and use instructions are written according to the product performance and complexity of the packaging. All will provide consumers with convenience.
2. Highlight product image
The first thing that consumers value is the internal entity of the product, so the package should highlight the image of the product rather than distracting from the master. For example, letting the goods reveal a part of the ties such as ties and garments, it will satisfy people’s psychology of truth-seeking; packaging with real cargo patterns or photos will also give a good impression to people; it’s clear at a glance; some products are packaged in shapes, colors, and Its size is in line with the characteristics of the product, its value, and the user's personality and psychological characteristics. It is also able to achieve harmony in the mood and make consumers more aware of the characteristics of the product. For example, children's products are colorful, lively and lovely; clothing should be outstanding; the packaging of crafts must be exquisite, gorgeous, unique in shape, and icing on the arts; women's products require exquisite, elegant and beautiful.
Highlight the image of the product and not exaggerate it. For example, there is a bowl of fragrant noodle on the bag of instant noodles. There are fried chicken legs and other foods on the surface, which make people think it is the content. When they are opened, they find that there is no such thing. It is inevitable that people will feel deceived. In this way, although the Curieshoef effect produces good results, due to the inconsistency between the product itself and the package, it will eventually cause a bad reaction.
3. Reflect the characteristics of the era
Packaging materials, making, decorating and styling. If we can make full use of new scientific and technological achievements, packaging will be full of the flavor of the times, giving people a new, unique, advanced and other feelings and psychological satisfaction. Such as plastic packaging, bump technology, three-dimensional packaging.
4. Must have artistic charm
Pay attention to artistry, make the package beautiful appearance, vivid and uniform patterns, the color is clear and soft coordination, will bring a healthy art aesthetic, especially high-end crafts, exquisite packaging will increase the value of goods, and can create consumer demand.
5. To be able to trigger associations
Commodity packaging should grasp the customer's hobby, so that the packaging from the style, pattern, text, symbols and colors can make consumers have a good memory, association. For example, green gives people a sense of tranquility and vitality; red implies auspiciousness and joy; pure black and pure white symbolizes mourning and mourning, which creates fear and sad psychological associations. It is to be cautious.
Packaging design also pays attention to some special occasions. For example: For the packaging of expensive goods such as certain art treasures, jewelry, cultural relics, and rare herbs, it should be a little special. Such products are undoubtedly the icing on the cake if they are matched with peculiar ideas, superior materials, and elaborate packaging.
For goods that are often used as gifts, the packaging should highlight the festive atmosphere and increase the festive atmosphere. The decoration is generally more gorgeous and bright. Although the price has increased, but the value of the gift has been increased, it seems that people have a sense of joy and are willing to accept it.
For the packaging of women's products, it is generally elegant, clean and beautiful, that is, artistic, emotional and epidemic. For example, cosmetics can be lined with beautiful, colorful packaging, increasing the charm of women; for the packaging of male goods, it is necessary to reflect the temperament of a man of boldness, dignity, strength, and thus generally dark, rough, thick, practical science Sex; packaging of elderly products, pay attention to truth-seeking, secure, safe and convenient, as well as traditional, such as antique, require pictures and texts, because the elderly need to know more information; packaging of youth products, to pursue new ideas, novelty, knowledge Fun and fashionable, therefore, the packaging materials, ideas, decorations, patterns are more sophisticated, to reflect the sense of beauty and the sense of the times; children's and children's products, packaging, to be colorful, lively and interesting, and therefore, the graphic phase Supplementary fairy tales, characters, and animals are popular.
Good packaging leads people to a good association. In fact, this is where the Curieshoef effect works. As mentioned earlier in the "ham sausage" package, the association was triggered to make people think that the production of ham sausage raw material and the beautiful woman's legs, so it makes people sick. In fact, beautiful images such as underwear, stockings and the like will fall on a good association.
China Packaging Design Technology Symposium Proceedings
Author: Xinqiao Juan