As the market competition becomes more and more fierce, packaging is more and more able to play the role of advertising. In the face of the market's dazzling array of goods, whether consumers buy and buy what kind of goods is a complex psychological process from perception to identity to action. The packaging design of commodities plays an irreplaceable role. As a form of advertising for packaging, packaging design begins with attracting attention and inducing interest to induce consumers to purchase.
Packaging design must meet the psychological needs of consumers. Although people's psychology varies widely in society, there are also some common and universal psychology. Therefore, packaging and decoration design must be good at using these universal psychological formulas in the use of color, pattern and material.
So smart designers must not only dare to use color, but also be good at color. In some cases, the color of the package design can directly reflect the color characteristics of the content items, such as orange for orange juice packaging, purple for grape packaging, and brown for cigar packaging, in order to accurately express the attributes of this product, so that consumption The quick and intuitive feeling of the substance of the product.
Indirect and conceptual use, in many cases, it can symbolize the inherent spiritual attributes of a product or brand. For example, the packaging design of nourishing medicine is generally light red and golden red, giving vitality and health. Sense; while blue and green suggest drugs that are anti-inflammatory and heat-clearing.
Packaging design should grasp the product target consumer group. There are various special groups in the society, such as the elderly group, the youth group, the intellectual group, etc. These groups have their own unique group needs. To this end, it is necessary to strengthen the investigation and analysis of consumer behavior, and grasp the dominant psychological characteristics of the target customer group of their products in packaging design.
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