1. Realistic Psychology
The main psychological characteristic of most consumers in the process of consumption is realism psychology. They think that the actual utility of commodities is the most important. They hope that commodities are easy to use, good quality and low price, and they do not purposely pursue beautiful and novel styles. The consumers with realistic psychology are mainly mature consumers, wage earners, housewives and elderly consumers.
2. Beauty Seeking Psychology
Generally speaking, consumers with certain tolerance have the psychology of pursuing beauty, paying attention to the shape and external packaging of commodities, and paying more attention to the artistic value of commodities. The main consumers with aesthetic psychology are young people and intellectuals, of which 75.3% are women. In product category, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the psychological expression of aesthetic value.
3. Different Psychologies
The different psychological consumption groups are mainly young people under 35 years old. This kind of consumer group thinks that the style of commodity and packaging is very important and pays attention to novelty, uniqueness and individuality. In other words, it requires packaging in terms of shape, color and graphics to be more fashionable and avant-garde, regardless of the value and price of goods. In this consumer group, minors account for a large proportion of children, for them, sometimes product packaging is more important than the product itself. In view of this non-negligible consumer group, its packaging design should highlight the characteristics of "novelty" to meet its psychological needs of seeking differences.
4. Conformity Psychology
Consumers are willing to follow fashion or imitate celebrity styles. The age range of this consumer group is very large, because the strong propaganda of fashion and celebrities by various media promotes this kind of psychological behavior. For this reason, packaging design should grasp the trend of fashion, or directly introduce the image spokesperson of the product favored by consumers, so as to improve the reliability of the product.
5. Psychology of Fame Seeking
No matter what kind of consumer groups have certain psychology of seeking fame, they all attach importance to commodity brands and have a sense of trust and loyalty to well-known brands. When economic conditions permit, even if the high price of the commodity is ignored, the subscription will be insisted on. Therefore, a good brand image in packaging design is the key to the success of product sales.