Sales packaging is a fusion of protection function and artistic beauty, and a creative combination of practicality and novelty. A successful packaging promotion is the resonance of the producer's mind, the creator's thinking mind, and the buyer's demand psychology. Commodity sales packaging only grasps the psychology of consumers, caters to consumer preferences, satisfies the needs of consumers, stimulates and guides consumers' emotions, and is able to stand out in a fierce business warfare, and to secure success.
Commodity sales packaging gradually developed into a POP package (focus advertisement) integrating protection, introduction and advertising with the needs of market competition, and shouldered the modern mission of “silent salesmanâ€. Packaging promotion works by psychologically inspiring consumers.
The effect 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-type shopping malls, self-service in the consumer field has become more and more, and the consulting role of salespersons has been increasingly replaced by the language of visual appearance of goods. The consumer's reliance on packaging in the process of identifying the goods makes the “silent competition†on the shelves increasingly fierce.
Packaging mainly affects the purchasing psychology from three aspects:
1. The recognition function stores the conventional phenomenon of various commodities in the memory of the consumers. They often purchase products according to the inherent shape of the package. When the quality of a product is not easily discernible from the product itself, people often make judgments based on the package. Packaging is one of the foundations of product differentiation. It can not only describe the product's name, quality and trademark, but also introduce the product's special effects and uses, as well as the characteristics of the company. Consumers can get information about products in a short period of time through packaging. Therefore, increasing the packaging information capacity appropriately for the target customer can enhance the attractiveness of the product.
2. Convenient functional packaging divides the appropriate amount, provides a reliable means of preservation, is easy to carry and use, and can also guide consumers how to use it.
3. The value-added function is designed to integrate successful packaging into artistic, intellectual, interesting and contemporary senses. The appearance quality of high-end products can stimulate the social needs of buyers, allowing them to feel more confident while they own the goods. Pleasure.
Admittedly, consumers judge that the quality of goods is not based solely on packaging. Packaging is only subordinate to commodities. The quality, price, and popularity of products are the main factors for consumer balance, but the “halo effect†of packaging can make consumers The good feeling of packaging is transferred to the goods to achieve the purpose of promotion. The Layal Group, which specializes in the production of high-end cosmetics, launched every new product. Its packaging costs account for 15% to 70% of the total cost.
Packaging promotion firstly promotes the cognitive purchase psychology to undergo three stages: cognitive process, affective process and decision process. The attention is the beginning of the cognition and the foundation of the whole purchase psychological process. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of customers in China's supermarkets are shopping without a purchase plan, while those who have such purchasing habits account for 54.9% of the total, which means that there is no intention to pay attention to the main purchasing psychology of our consumers. . In this case, the package promotion function will make a difference. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. The famous American packaging design company Primord has such a motto: Consumers generally cannot distinguish between products and packaging. For most products, the product is the packaging and the packaging is the product. Packaging is the shadow of goods. In the absence of reference information or the quality and price are about the same, a unique package can attract consumers' attention and interest, and enter the consumer's choice.
Color is the first visual effect of packaging vision. Surveys have shown that customers’ perceptions of commodities are colored first, followed by shape. Within 20 seconds of the initial contact with the product, the customer has a color perception of 80% and a feeling of 20%; within 20 seconds to 3 minutes, the color perception is 60%, and the appearance is 40%. Another test shows that shoppers spend about 0.25 seconds on each item, and this 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must be selected "color" to win people, in one fell swore to the target customer's heart. The color of the package should be adapted to the purpose and characteristics of the product itself, and it should be evoked by stimulating the vision, thereby affecting people's evaluation and purchase of the product.
The shape of a product package refers to the shape, material, graphics, and text of the package. The shape and material of the package can only achieve the effect of promotion by displaying the characteristics of the product. Vacuum plastic packaged foods make people feel convenient and hygienic. The medicines made of aluminum foil blister packs make people feel scientific and credible, and the body-packed hardware products make people feel reliable.
For customers, the most informative part of a product package is a graphic, followed by text and color. The graphics include patterns, paintings, and photography. The graphics are magnifiers with product features. The graphics can also be used to describe the function of the product as metaphorical, symbolic and associative. For example, a lotus umbrella can be used to describe water droplets, and pine trees can be used to express elderly tonics. Being able to prolong life ... etc. These have left a deep impression on consumers.
Text is the most memorable element in the packaging of goods. Commodity packaging should have descriptive texts, objectively and concisely introduce the names, specifications, ingredients, functions, and methods of use of the goods, and try to be focused and clear at a glance. The propaganda of the text—logos plays the role of micro-advertising. Logos are phrases that stand out against the backdrop of strong contrasting colors and sparks, explosions, and large dots. Indicative logos, such as “fried†instant noodles, indicate the basic characteristics of the product; interpretative logos, such as “absolutely free of preservatives,†can eliminate consumer-related ingredients in food, beverage, and chemical products. Concerns; and agitation logos, such as "very delicious!", can directly stimulate the desire to buy. Clever use of logos can generate powerful visual impact and become the crowning touch in packaging promotions.
Packaging promotion focuses on psychological promotion consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Sales packaging is the epitome of marketing strategy. The psychological strategy of packaging design is a very logical marketing idea.
1. Pursuit of psychological strategies for customer shopping are all for convenience. For example, transparent or window-packed foods can be easily selected, the modular packaging gift baskets can be easily carried, the flexible packaging beverages can be conveniently used, and the convenience of packaging can increase the attractiveness of the products. The popular “barrier-free†packaging in foreign countries, such as contact-type identification discriminates the types of detergents used in the packaging with serrated markings, and sets “automatic identification marks that have not passed the warranty period†in canned foods. It was originally developed to cater for the elderly and the handicapped. The result was deeply loved by consumers and it was found that seeking convenience was a common consumer psychology.
2. Realistic psychological strategy products, including packaging design must be able to meet the core needs of consumers, that is, must have real value. The elderly in all age groups are most pragmatic and honest, but nowadays the various health supplements for the elderly are generally over-packaged in “forms that are larger than contentâ€. Even if these products can be attracted to occasional purchases, it is difficult to win consumption. By.
3. Innovative psychological strategies, especially for products with relatively high technological content, should reflect the advanced nature of the technology in packaging materials, processes, styles, and interior design. For example, three-dimensional packaging, aseptic packaging, anti-theft packaging, etc., produced by the concave-convex technology, can reflect the outstanding achievements of science and technology through novel and unique packaging styles and reflect the superior performance of the products.
4. The letter seeking psychological strategy in the product highlights the brand, the trademark helps to ease the buyer's suspicion of product quality. In particular, companies with a certain degree of visibility do the best to promote both products and companies. American Budweiser's Silver Ice Beer has a quality mark consisting of penguins and logos on the packaging. Only when the temperature of the cold beer is most suitable, the lively little penguin will show it, guaranteeing the genuine and satisfying to the consumer. Their letter of seeking psychology.
5. The packaging design of the psychological tactics for beauty is the crystallization of decorative arts. Exquisite packaging can arouse consumers' high-level social needs. The packaging with deep artistic appeal is a kind of enjoyment for buyers and it is the occasional consumers that make potential customers become visible. The driving force of custom consumers. The world famous wines are packed with elegant packaging. From bottle to wine, they are full of artistic brilliance. This is the most elegant and successful packaging promotion.
6. Psychological strategies for seeking fun People need to be relaxed and humorous, especially in stressful life. A company in the United States printed various interesting riddles on the can lids of biscuits produced. Only after eating biscuits can we find answers in the bottom of cans. The products are very popular; China's children's food “Qi Duo†corn crispy is included in each packet. With a small circle, a certain number of small circles can be made into toys. The more the small circles are, the more beautiful the toys are and the more charming the small customers. People's curiosity can often drive them to repeat purchases.
7. Different psychology strategies, especially young people, like to be different, like to seek differences, find curiosity, new ideas, and strive to find opportunities to express themselves. Targeting this type of consumers as the target market, product packaging can boldly adopt taboo colors, break through tradition in terms of styling, and vigorously promote “new generation choices†in logos, in order to guide trends and create fashion. However, the psychology of such consumers is elusive and the trend is fickle, so this packaging promotion is a high-risk, high-return attempt.
Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level nature of consumers determines that packaging promotions must also be conducted from multiple perspectives. With the improvement of the material and cultural living standards, people’s consumption concepts are constantly developing. Today's fashion may be outdated tomorrow, so the packaging of goods must continue to improve, seek balance, harmony and unity in inheriting tradition and creativity.
However, the information transmission of many product packaging in our country is still seriously distorted: today, the business slang phrase “the goods are sold for a piece of leather†has long been familiar. Today, some old companies’ products continue to put aside their “internal turbidityâ€. "Wrapped jade" is a pitiful sell-off; while other companies' products are "out of the box, crushed." Every recent Mid-Autumn Festival, various types of moon cakes appear on the market, among which there are boxes packed in porcelain boxes, and even boxes of copper boxes comparable to cloisonne. However, the results of random inspection conducted by the Ministry of Internal Trade in 1996 showed that the moon cakes in China The pass rate is only 57.7%. Enterprises must face the promotion of product packaging.
Commodity sales packaging gradually developed into a POP package (focus advertisement) integrating protection, introduction and advertising with the needs of market competition, and shouldered the modern mission of “silent salesmanâ€. Packaging promotion works by psychologically inspiring consumers.
The effect 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-type shopping malls, self-service in the consumer field has become more and more, and the consulting role of salespersons has been increasingly replaced by the language of visual appearance of goods. The consumer's reliance on packaging in the process of identifying the goods makes the “silent competition†on the shelves increasingly fierce.
Packaging mainly affects the purchasing psychology from three aspects:
1. The recognition function stores the conventional phenomenon of various commodities in the memory of the consumers. They often purchase products according to the inherent shape of the package. When the quality of a product is not easily discernible from the product itself, people often make judgments based on the package. Packaging is one of the foundations of product differentiation. It can not only describe the product's name, quality and trademark, but also introduce the product's special effects and uses, as well as the characteristics of the company. Consumers can get information about products in a short period of time through packaging. Therefore, increasing the packaging information capacity appropriately for the target customer can enhance the attractiveness of the product.
2. Convenient functional packaging divides the appropriate amount, provides a reliable means of preservation, is easy to carry and use, and can also guide consumers how to use it.
3. The value-added function is designed to integrate successful packaging into artistic, intellectual, interesting and contemporary senses. The appearance quality of high-end products can stimulate the social needs of buyers, allowing them to feel more confident while they own the goods. Pleasure.
Admittedly, consumers judge that the quality of goods is not based solely on packaging. Packaging is only subordinate to commodities. The quality, price, and popularity of products are the main factors for consumer balance, but the “halo effect†of packaging can make consumers The good feeling of packaging is transferred to the goods to achieve the purpose of promotion. The Layal Group, which specializes in the production of high-end cosmetics, launched every new product. Its packaging costs account for 15% to 70% of the total cost.
Packaging promotion firstly promotes the cognitive purchase psychology to undergo three stages: cognitive process, affective process and decision process. The attention is the beginning of the cognition and the foundation of the whole purchase psychological process. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of customers in China's supermarkets are shopping without a purchase plan, while those who have such purchasing habits account for 54.9% of the total, which means that there is no intention to pay attention to the main purchasing psychology of our consumers. . In this case, the package promotion function will make a difference. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. The famous American packaging design company Primord has such a motto: Consumers generally cannot distinguish between products and packaging. For most products, the product is the packaging and the packaging is the product. Packaging is the shadow of goods. In the absence of reference information or the quality and price are about the same, a unique package can attract consumers' attention and interest, and enter the consumer's choice.
Color is the first visual effect of packaging vision. Surveys have shown that customers’ perceptions of commodities are colored first, followed by shape. Within 20 seconds of the initial contact with the product, the customer has a color perception of 80% and a feeling of 20%; within 20 seconds to 3 minutes, the color perception is 60%, and the appearance is 40%. Another test shows that shoppers spend about 0.25 seconds on each item, and this 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must be selected "color" to win people, in one fell swore to the target customer's heart. The color of the package should be adapted to the purpose and characteristics of the product itself, and it should be evoked by stimulating the vision, thereby affecting people's evaluation and purchase of the product.
The shape of a product package refers to the shape, material, graphics, and text of the package. The shape and material of the package can only achieve the effect of promotion by displaying the characteristics of the product. Vacuum plastic packaged foods make people feel convenient and hygienic. The medicines made of aluminum foil blister packs make people feel scientific and credible, and the body-packed hardware products make people feel reliable.
For customers, the most informative part of a product package is a graphic, followed by text and color. The graphics include patterns, paintings, and photography. The graphics are magnifiers with product features. The graphics can also be used to describe the function of the product as metaphorical, symbolic and associative. For example, a lotus umbrella can be used to describe water droplets, and pine trees can be used to express elderly tonics. Being able to prolong life ... etc. These have left a deep impression on consumers.
Text is the most memorable element in the packaging of goods. Commodity packaging should have descriptive texts, objectively and concisely introduce the names, specifications, ingredients, functions, and methods of use of the goods, and try to be focused and clear at a glance. The propaganda of the text—logos plays the role of micro-advertising. Logos are phrases that stand out against the backdrop of strong contrasting colors and sparks, explosions, and large dots. Indicative logos, such as “fried†instant noodles, indicate the basic characteristics of the product; interpretative logos, such as “absolutely free of preservatives,†can eliminate consumer-related ingredients in food, beverage, and chemical products. Concerns; and agitation logos, such as "very delicious!", can directly stimulate the desire to buy. Clever use of logos can generate powerful visual impact and become the crowning touch in packaging promotions.
Packaging promotion focuses on psychological promotion consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Sales packaging is the epitome of marketing strategy. The psychological strategy of packaging design is a very logical marketing idea.
1. Pursuit of psychological strategies for customer shopping are all for convenience. For example, transparent or window-packed foods can be easily selected, the modular packaging gift baskets can be easily carried, the flexible packaging beverages can be conveniently used, and the convenience of packaging can increase the attractiveness of the products. The popular “barrier-free†packaging in foreign countries, such as contact-type identification discriminates the types of detergents used in the packaging with serrated markings, and sets “automatic identification marks that have not passed the warranty period†in canned foods. It was originally developed to cater for the elderly and the handicapped. The result was deeply loved by consumers and it was found that seeking convenience was a common consumer psychology.
2. Realistic psychological strategy products, including packaging design must be able to meet the core needs of consumers, that is, must have real value. The elderly in all age groups are most pragmatic and honest, but nowadays the various health supplements for the elderly are generally over-packaged in “forms that are larger than contentâ€. Even if these products can be attracted to occasional purchases, it is difficult to win consumption. By.
3. Innovative psychological strategies, especially for products with relatively high technological content, should reflect the advanced nature of the technology in packaging materials, processes, styles, and interior design. For example, three-dimensional packaging, aseptic packaging, anti-theft packaging, etc., produced by the concave-convex technology, can reflect the outstanding achievements of science and technology through novel and unique packaging styles and reflect the superior performance of the products.
4. The letter seeking psychological strategy in the product highlights the brand, the trademark helps to ease the buyer's suspicion of product quality. In particular, companies with a certain degree of visibility do the best to promote both products and companies. American Budweiser's Silver Ice Beer has a quality mark consisting of penguins and logos on the packaging. Only when the temperature of the cold beer is most suitable, the lively little penguin will show it, guaranteeing the genuine and satisfying to the consumer. Their letter of seeking psychology.
5. The packaging design of the psychological tactics for beauty is the crystallization of decorative arts. Exquisite packaging can arouse consumers' high-level social needs. The packaging with deep artistic appeal is a kind of enjoyment for buyers and it is the occasional consumers that make potential customers become visible. The driving force of custom consumers. The world famous wines are packed with elegant packaging. From bottle to wine, they are full of artistic brilliance. This is the most elegant and successful packaging promotion.
6. Psychological strategies for seeking fun People need to be relaxed and humorous, especially in stressful life. A company in the United States printed various interesting riddles on the can lids of biscuits produced. Only after eating biscuits can we find answers in the bottom of cans. The products are very popular; China's children's food “Qi Duo†corn crispy is included in each packet. With a small circle, a certain number of small circles can be made into toys. The more the small circles are, the more beautiful the toys are and the more charming the small customers. People's curiosity can often drive them to repeat purchases.
7. Different psychology strategies, especially young people, like to be different, like to seek differences, find curiosity, new ideas, and strive to find opportunities to express themselves. Targeting this type of consumers as the target market, product packaging can boldly adopt taboo colors, break through tradition in terms of styling, and vigorously promote “new generation choices†in logos, in order to guide trends and create fashion. However, the psychology of such consumers is elusive and the trend is fickle, so this packaging promotion is a high-risk, high-return attempt.
Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level nature of consumers determines that packaging promotions must also be conducted from multiple perspectives. With the improvement of the material and cultural living standards, people’s consumption concepts are constantly developing. Today's fashion may be outdated tomorrow, so the packaging of goods must continue to improve, seek balance, harmony and unity in inheriting tradition and creativity.
However, the information transmission of many product packaging in our country is still seriously distorted: today, the business slang phrase “the goods are sold for a piece of leather†has long been familiar. Today, some old companies’ products continue to put aside their “internal turbidityâ€. "Wrapped jade" is a pitiful sell-off; while other companies' products are "out of the box, crushed." Every recent Mid-Autumn Festival, various types of moon cakes appear on the market, among which there are boxes packed in porcelain boxes, and even boxes of copper boxes comparable to cloisonne. However, the results of random inspection conducted by the Ministry of Internal Trade in 1996 showed that the moon cakes in China The pass rate is only 57.7%. Enterprises must face the promotion of product packaging.