The most popular packaging design is eye-catching,

2022-10-22
  • Detail

Packaging design: eye-catching understanding (Part 2)

accurately conveying product information also requires that the level of packaging should be consistent with the level of the product. It is a failed packaging to cover up or exaggerate the quality and function of the product. The width of ginseng exported from China was once packed in gunny bags and cartons. Foreign businessmen suspected that it was dried radish. Naturally, it was understood from this crude packaging grade

on the contrary, low-end products with gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver flashing aluminum foil bags, coupled with moving instructions, have great attraction to consumers, especially children. However, many times, the value of the food in the bags is far from the price, making people feel cheated. Therefore, the grade of the packaging must adapt to the grade of the products

according to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-grade consumer goods used by low-income people, they are often expressed in obvious and bright colors and pictures, and then expressed in the words of "economic benefits", which is to accurately convey the product information to consumers and make them understand

accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people's habits. They design together with their partners, resulting in misunderstanding

for example, there is such experience in the use of packaging colors: butter is unsalable without yellow packaging design, and coffee can't be sold with blue packaging, because people have a relatively fixed understanding of the product content represented by some colors for a long time, and these colors can also be called commodity image colors. Some of the image colors of commodities come from the commodity itself. Tea color represents tea, peach color represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and coffee color is derived from coffee

there are some psychological stereotypes, such as the relationship between color and taste. Japanese marketers have done some psychological tests, asking consumers to look at two brands of curry packaging boxes to distinguish between sweet curry and spicy curry. Gurico curry is sweet, but 70% of people look at its red packaging box and think it is spicy. The packaging box of sb gold medal sweet curry is yellow, which is recognized by most people. Obviously, Sb gold medal sweet curry packaging is understood by people, and it must be sold better than gulico curry. The fact drives the precision screw pair to carry out the experiment. So, the sb gold medal spicy curry packaging box uses the red and black packaging design. It was very popular when it was listed around 1965, which made its stock price soar. This shows that the red and black design clearly expresses the meaning of spicy taste, and is understood by consumers. The image color of the commodity is not complex and abstruse, and ordinary consumers can understand it very naturally

In other words, the shape, color, pattern and material of the package should be able to arouse people's favorite emotions, because people's likes and dislikes play a very important role in buying impulse. Favors come from two aspects. The first is the practical aspect, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, number, beauty and other aspects of the packaging. The same skin care cream can be bottled in large bottles or packed in small boxes. Consumers can choose according to their habits. The same products are beautifully packaged and easy to be selected as gifts by people, and those with poor packaging can only be used by themselves. When the packaging of the product provides convenience, it will naturally arouse the favor of consumers

liking also directly comes from the feeling of packaging shape, color, pattern and material. This is a comprehensive psychological effect, which is closely related to the individual and the environment of personal breath. In terms of color, everyone has his own favorite and annoying colors, which of course cannot be forced to be the same, but there are also similarities. For example, most women like white, red and pink, which are called women's colors. The packaging of women's products using white and red can attract women's love. Men like solemn and serious black, which is also called male color. The packaging and black of men's special products can be favored by men

different nationalities have different favorite colors, known as national colors. Americans like yellow. Products packaged in yellow sell well, such as Kodak color film, products with poor accuracy of screw rod replacement of cadapira company, the world's largest construction machinery manufacturer, kurerou cosmetics, sunscreen oil of Marchi fakuta company, and so on. However, the Japanese don't like yellow. In Japan, yellow packaging is often unsalable. Some people think that Americans like yellow because they love blondes, and also because the sun looks golden in the hot areas of the southern states. We won't discuss the mystery here further. This kind of national favorite psychology is also relative and changing. We just emphasize that the feeling of likes and dislikes can affect purchasing behavior

Copyright © 2011 JIN SHI