The psychological strategy of product packaging design

Abstract: This article introduces some basic common sense in commodity packaging design, discusses the relationship between commodity packaging and consumers, and puts forward some psychological strategies for product packaging design.

Keywords: commodity packaging design consumer consumer psychology

Packaging is the most extensive and frequent visual image of consumers. In the era of scientific progress and highly developed economy, commodity packaging design has become a product of the combination of science, art, and culture. It requires a unique combination of creativity, kitsiness, and modern technology. As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness, and promoting enterprise development. On the premise of quality assurance, personalized product image is the most effective promotion method.

First, the graphics, text and color of the product packaging design

(a) Graphics in the packaging design of commodities

Graphics can be divided into three major categories: figurative, abstract, and decorative graphics.

1, figurative graphics

(1) Photographic images: Photographic images are a direct image language that can truly express the product image. With vivid image language, products have a high degree of visual impact, and their application in packaging has become increasingly widespread. In addition to realism, photographic graphics can also use a variety of special processes to create a variety of graphic effects.

(2) Realistic paintings: Photography does not replace painting. The so-called realistic painting is not a purely objective reality, but a subjective choice based on the performance requirements of the object to be expressed, so that the image is more simple and perfect than the real thing.

(3) Induction Simplified Graphic: This refers to the general treatment based on realistic writing. Summarize features and simplify levels to make objects more concise and clear. In terms of expression methods, changes in points, lines, and surfaces can produce a variety of performance effects.

(4) Exaggerating the change graph: This is a change process based on induction and simplification. That is not only summarized, but also emphasizing distortion, so that the performance object achieves a lively, humorous artistic effect.

2, abstract graphics

The abstract graphic refers to the use of point changes, line changes, and surface changes to refine and summarize the specific image of the product and express an implicit, intrinsic, intrinsic semantics. Abstract graphics have a wide range of performance, and have a great potential for the performance of the packaging picture. Although abstract graphics have no direct meaning, they can also convey certain information and guide the associative feelings of the viewer.

3, decorative graphics

The application of packaging design to decorative graphics is also extensive, including the borrowing of traditional decorative patterns. Decorative patterns should be used in conjunction with the contents of the properties, characteristics, grade appropriate use.

(II) Text in Product Packaging Design

Just like advertising design, packaging design sometimes can not have graphics, but it can not be without text, text is an essential element to convey the packaging design residence, many good packaging design pays great attention to text design, and even completely change the text to deal with the decoration Screen.

The text content of packaging and decoration mainly includes the following aspects:

1. Basic texts: packing number, name and name of the producing company. It is usually arranged on the main display surface. (The name of the production company can also be arranged on the side or on the back.) The brand fonts are generally standardized to help establish the product image. The article name text can be decorated and changed.

2, information text: data words include product components, capacity, models, specifications and so on. The layout is mostly on the side of the package, on the back, it can also be arranged on the front. Design to use printed fonts.

3, Description text: Explain the product use, usage, maintenance, precautions and so on. The text should be clearly defined and the font should be printed. Generally not arranged on the front of the package.

4. Advertising Text: This is a promotional text that promotes the characteristics of the contents. The content should be honest, concise, lively, and deceived. (Ad text is not necessary text)

(III) Colors in Product Packaging Design

The color on the packaging is the factor that affects the most active visual, so the color design of the packaging is very important.

1, total color

The overall sense of packaging color is gorgeous or simple, depending on the total color of the packaging color. The total color tone is directly reflected in terms of hue, lightness, and purity. Such as Ming tune, dark high, fresh tune, gray tune, cold tune, emphasis, weak tune, soft tune, hard tune, readjustment and so on.

2. Area factors

In addition to hue, lightness, and purity, the size of the color area is an important factor that directly affects hue. Color matching first considers the arrangement of large-area colors, and large-area colors have long-distance visual effects in packaging displays. In addition, when the contrast between the two colors is too strong, the area of ​​one of the colors can be enlarged or reduced without changing the hue, purity, and brightness, and the adjustment can be performed.

3, visibility

Visual recognition refers to the clarity of the color hierarchy. Good visibility is very important in visual communication design such as packaging and advertising. On the one hand, viewing the degree of eye color itself, on the other hand, we must look at the contrast between colors.

4, accent color

The accent color is the key color in the total color tone, and is the color used in combination with the area factor and the visibility. It is generally required that the brightness and the degree of constitution are higher than the surrounding colors, and the area is smaller than the surrounding colors.

5, interval color

Interval color refers to the use of another color, such as spacing or sharing, between adjacent and strongly contrasting colors, which can enhance coordination and reduce contrast. The interval color itself is mainly neutral black, white, grey, gold, and silver. If a colored interval is used, it is required that the interval color and the separated color have large differences in hue, lightness, and purity.

6, Gradation

Gradient is a gradual change of color, hue, lightness, purity can be used for gradient changes. Gradient color has a harmonious and rich color effect, and is used more in the color processing of packaging.

7, contrast color

Contrast color is different from accent color, which is the color with similar area and hue contrast. This kind of color has a strong visual effect and is advertising.

8, symbol color

This is a conceptual color that does not directly imitate the color characteristics of the contents, and is symbolically applied according to the common understanding of the consumers. Mainly used for the performance of certain spiritual attributes of a product or the performance of a certain brand of ideas.

9, flag color

The color of the logo mentioned here is not the color of the trademark, but the color used to distinguish the packaging of different kinds or similar products of different varieties.

10, auxiliary color

This is an opposite color to the accent color, and it is an auxiliary color method for the effect of the total color tone or the accent color to enhance the tone level and obtain a rich color effect.

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Second, the psychological strategy of product packaging design

Consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multidimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Therefore, when designing a product package, it must be personalized for different consumer groups.

(A) The psychological function of commodity packaging

In general, the psychological functions of commodity packaging include:

Recognize the indicated functions, the functions that evoke interest, the functions for delivering information, the functions for promoting trust, and the functions for facilitating value-added functions.

(II) Psychological requirements for product packaging design

1, meet the realistic psychology

The packaging design must be able to meet the core needs of consumers, that is, it must have real value. Although for the same quality of goods, packaging more exquisite than the packaging more common than the consumer's desire to buy. However, if the role of packaging is over-emphasised, packaging that exceeds quality is absolutely unfavorable for long-term sales of goods. For example, among the cultural groups of all ages, the elderly are most demanding simple and honest, but now the various health supplements for the elderly are generally over-packaged with “forms that are greater than content”. Even if these products can attract occasional gift purchases, it is difficult to win the loyalty of consumers and lack the motivation for long-term development.

2, to meet the letter seeking psychology

The company's name and trademark have been highlighted on the product, which helps reduce buyers' skepticism about product quality. In particular, companies that have a certain reputation, doing so, serve the best interests of both products and companies. American Budweiser's Silver Ice Beer has a quality mark consisting of a penguin and a logo. Only when the temperature of beer refrigerated is optimum, the lively little penguin will show it, assuring the consumer that it is genuine and flavorful. The best to meet their letter of seeking psychology.

3, to meet the United States psychological

The packaging design of goods is the crystallization of decorative arts. Exquisite packaging can stimulate high-level social needs of consumers. Packaging with deep artistic appeal is a kind of enjoyment for the purchaser, which promotes potential consumers to become apparent consumers, becomes long-lasting, and habits. Type of consumer drive. Most of the world famous wines are very elegant. The glow of art from bottle to box is an elegant and successful packaging promotion.

(III) Psychological strategies for commodity packaging

1, according to consumption habits

When people are spending, they usually have a certain spending habits. Therefore, in the design of product packaging, we should pay attention to the consumer's consumption habits, according to the characteristics of the product itself, designed to meet the packaging habits of most people.

For example, many customers are looking for convenience in shopping. If they use transparent or window-packed foods, they can be easily selected. The combined-packaged gift baskets can be easily used. Soft-packed drinks can be easily carried and so on. The ease of use of the packaging adds to the appeal of the product. The popular “barrier-free” packaging in foreign countries, such as the use of zigzag markings to distinguish the type of detergents in contact-type identification packages; the automatic identification marks, etc., in the canned foods that “the middle of the lid has not been proved to have a shelf life”, etc. It is widely loved by consumers.

As mentioned above, most consumers have the psychology of seeking truth and seeking truth. In the packaging design, it should pay attention to the consumer's consumption habits and eliminate the consumer's suspicion of the goods on the packaging.

2, designed according to the age of the consumer

Commodities usually have a certain range of age sales. Similarly, it is generally not possible for product packaging to cater to the tastes of consumers of all ages. Therefore, in the design of commodity packaging, rational design should be carried out according to the ages of the consumers.

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