Sales packaging is a fusion of protection and artistic beauty (below)

Packaging promotion focuses on psychological promotions

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. Sales packaging is the epitome of marketing strategy. The psychological strategy of packaging design is a very logical marketing idea.

1. Psychological strategy

Customer shopping is all about convenience. For example, transparent or window-packed foods can be easily selected, the combined-packaged 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 content”. Even if these products can be attracted to occasional purchases, it is difficult to win consumption. By.

3. New psychological strategy

Especially for products with relatively high technological content, the selection of materials, processes, styles, and interior design should reflect the advanced nature of the technology. 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. Letter seeking psychological strategy

Emphasizing the label and trademark in the product helps to reduce the buyer's skepticism about product quality. In particular, companies with a certain degree of visibility do this to the best of both product and corporate publicity. 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. Seeking beauty psychological strategy

The packaging design of goods 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 the bottle to the wine, they are full of artistic brilliance. This is the most elegant and successful packaging promotion.

6. Psychological strategies for seeking fun

People need especially relaxed and humorous life 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 psychological strategies

Young people in particular like to be different, like to seek differences, find curiosity, find 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 turbidity”. "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.