Relationship between Modern Packaging Design and Consumer Psychology (I)

Abstract : This paper discusses how packaging can be used in the circulation of goods, consumer psychology, and design language and consumers. The main function of packaging design is to protect the goods, followed by beautifying the goods and conveying information, in addition to the use of psychological categories, focusing on the study of the factors of the design form and analysis of various psychological factors of consumers. Only in this way can we accurately explore the law of packaging design and consumer mental activities, so as to improve the effectiveness of packaging design, and urge consumers to generate the desire and action to purchase goods.

Keywords: consumption motivation; purchase behavior; psychological factors

Psychology is the science that studies the objective laws of the occurrence and development of human psychological phenomena. The task is to explore the laws of human psychological development and development. It occupies an extremely important position in contemporary aesthetics. Exploring people's desires, studying the market, and studying consumer psychology is a useful and interesting work. The main function of packaging design is to protect the goods, followed by beautifying the goods and conveying information. For modern consumption, especially the latter two functions have become increasingly important. With the continuous improvement of people’s living standards and consumer tastes, people are becoming more and more critical of their products. Competition between commodities is also heating up. In particular, the continuous increase in consumption patterns. Packaging design should highlight the information and value functions of goods. How to make consumers satisfied with the purchase of product packaging design In addition to addressing the basic principles of design, it should also focus on consumer psychological factors.

I consumption motivation

The most direct goal of product packaging is to motivate consumers to make purchases. The first consideration in the formulation of a commodity packaging plan should be this goal. Second, even if consumers do not plan to purchase such products, they should also prompt them to make a good impression on the brand, packaging, brand and manufacturer of the product.

The consumer's decision to spend money to buy something is driven by a certain motivation. People's actions are generally governed by certain subjective internal causes, ie, motivation, and motivation is closely related to needs. Motivation is the reflection of needs under certain conditions and is transformed from people's needs. In other words, people act in order to meet certain needs. Consumers buy something from the store because they need it. As in different seasons, people will go to the store to buy different clothes.

Motivation comes from the need to transform, but not all of the people's needs can be translated into motivating people to act. Needs are often met by the human body in the form of wishes. For example, many people want their skin to be healthy and beautiful. This is human nature. However, if there is no cosmetic such as anti-wrinkle cosmetic cream, this desire does not encourage people to buy cosmetics. And only in the form of desire exists in the minds of people. Only when a manufacturer produces such a product and advertises it so that the consumer understands that there is a cosmetic product that meets her desire for beauty, at this time, the consumer will go to the store to purchase such cosmetics. This is a purchase action driven by the desire to satisfy the desire. Only then will the need truly translate into motivation and become the driving force for people’s buying behavior.

People's needs are hierarchical, and many psychologists have conducted in-depth discussions on this. Maslow, the American psychologist, is one of them. He divides people's needs into five levels:

(1) Physiological needs: eating, drinking, air, etc.; (2) Security needs: The need for freedom in danger and fear; (3) The need to belong to love: The love of relatives and friends is needed to establish a family; (4) Respect Needs, need for honor achievements; (5) Self-reality needs.

The self-reality needs to include the needs of knowledge, aesthetics, the need for growth and development, the need to fully develop their talents, and so on. Some consumers buy goods, on the one hand, for use, and on the other hand, to show their status, education, and appreciation. For example, the rapid development of modern communication equipment has left consumers in dire straits. Consumers are also considering their functions while also satisfying their spiritual needs. Therefore, in formulating the positioning of different commodity packaging designs, the needs and motivation types of consumers should be investigated and researched in order to carry out targeted packaging design.

2 Purchase behavior characteristics

1) The consumer purchase behavior can be either purchased to meet physical and material needs, or purchased to meet social and spiritual needs. For example, the purchase of tobacco, wine, vegetables, milk powder, clothing, shoes and hats, etc., is basically to satisfy physiological needs such as hunger, nutrition, and heat preservation. Buy books, subscribe to magazines, purchase color TVs, VCDs, digital products, etc. for the needs of work, or to meet the spiritual needs.

2) The purchase behavior of consumers is sometimes dictated by an incentive, sometimes dominated by a variety of complex motives that are often intertwined to form a buying behavior system. Motivation to satisfy spiritual and social needs is often accompanied by motivation to satisfy physical and material needs. For example, consumers with an economic income of 1 tend to focus only on the value of the use of the goods, and the demand for the goods is cheap. This is the act of purchasing goods that is dominated by a purchase motive, and the rich consumer behavior of economic income tends to pay more attention to the quality of the goods. This part of the consumer's purchase motivation is quite complex, is the physical, physical needs and spiritual, social needs intertwined, in which spiritual and social needs accounted for a dominant position. With the continuous improvement of living standards, the need for consumption is constantly changing. When establishing the goals and positioning of packaging design, it is necessary to consider people's social life and spiritual needs.

3) The needs of consumers are basically met by the low-level physiological needs to meet the advanced spirit and social needs. For most people: "Foot and food and then knowing and honoring" this reflects the need for development. However, the advanced spirit and social needs do not arise spontaneously, but only after the influence of the social reality environment and the laws of education and market development. The formation of consumer high-level needs is also guided and influenced by packaging design to a certain extent, that is, consumers' purchase motivation is guided by the commodity packaging. For example, the packaging design of carbonated drinks, etc., will not be very effective if it only publicizes the role of thirst quenchers and ignores the minerals and trace elements that the human body needs in the water, as well as the introduction of health care. Because the needs of modern consumers for drinking water not only quench thirst, but also to add some of the necessary physical elements in the human body. The design should mainly reflect its source of water quality (natural mineral water), as well as a large amount of various minerals needed by the human body, as well as guaranteeing safe and healthy drinking. In this way, consumers will be infected, and they will purchase the required beverages according to the instructions of the packaging design, so as to satisfy people's physiological and spiritual needs and pursuits. Only by knowing oneself and knowing oneself and understanding the laws of consumers' purchase motives can the effect of packaging and guiding consumption be reflected.