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消费者对包装盒有哪些要求?

  1、现实的心理学

  1. Realistic Psychology

  大多数消费者在消费过程中的主要心理特征是现实主义心理,认为商品的实际效用是重要的,希望商品使用方便,物美价廉,不刻意追求美观和新颖的风格。具有现实心理的消费者主要是成熟消费者、工薪族、家庭主妇和老年消费者。

  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. 美寻求心理学

  2. Beauty Seeking Psychology

  一般来说,具有一定承受能力的消费者具有追求美的心理,注重商品的形状和外部包装,更注重商品的艺术价值。具有审美心理的消费群体主要是年轻人和知识分子,其中女性占75.3%。在产品类别上,珠宝、化妆品、服装、工艺品和礼品的包装需要更加注重审美价值的心理表达。

  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.

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  3、不同的心理学

  3. Different Psychologies

  不同心理的消费群体主要是35岁以下的年轻人。这类消费群体认为商品和包装的风格非常重要,注重新奇、独特和个性。换句话说,它要求造型、色彩、图形等方面的包装更加时尚前卫,而不关心商品的使用价值和价格。在这个消费群体中,未成年人占了很大比例的儿童,对他们来说,有时产品的包装比产品本身更重要。针对这一不可忽视的消费群体,其包装设计应突出“新颖”的特点,以满足其求异的心理需求。

  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. 从众心理

  4. Conformity Psychology

  消费者愿意追随流行时尚或模仿名人的风格。这种消费群体的年龄范围很大,因为各种媒体对时尚和名人的大力宣传促进了这种心理行为。为此,包装设计应把握流行趋势,或直接由消费者推出喜欢的产品形象代言人,提高商品的可信度。

  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. 名声寻求心理学

  5. Psychology of Fame Seeking

  无论哪种消费群体都有一定的求名心理,他们都重视商品品牌,对知名品牌有信任感和忠诚度。在经济条件允许的情况下,即使不顾商品的高价而坚持认购。因此,包装设计树立良好的品牌形象是产品销售成功的关键。

  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.


 
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