According to survey consumer psychology studies, consumers often have complex psychological activities due to differences in age, occupation, gender, ethnicity, education level, social environment, etc. before and after purchasing goods, and many different consumer groups are identified. Different consumer psychological characteristics. In general, consumer psychology can be summarized as follows:
1.Seek beauty Psychology: the consumers who have the ability to bear a certain degree of economy generally exist to seek beauty psychology, pay attention to the shape of the goods themselves and the external packaging, and pay more attention to the artistic value of the goods. The consumer groups who hold the psychological beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product category, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts should pay more attention to the psychological expression of aesthetic value.
2.Realistic Psychology: most consumers in the consumer process of the main consumption psychological characteristics are realistic psychology, the actual utility of goods is the most important, and hope that the use of goods is convenient, cheap and beautiful, does not deliberately pursue the appearance of beauty and style of novelty. The consumer groups holding realistic psychology are mainly mature consumers, working-class, housewives, and elderly consumer groups.
3.Differentiated psychology: Consumers with different psychology are mainly young people under the age of 35. This category of consumer groups believes that the style of goods and packaging is extremely important. It is novel, unique, and personal. That means that the shape, color, and graphics of the packaging are more fashionable and more avant-garde. However, the value and price of the goods are not very high. care. In this consumer group, juvenile children and young children occupy a considerable proportion, for them sometimes the packaging of the product is more important than the product itself. For this group of non-negligible consumer groups, their packaging design should highlight the characteristics of "novelty" to meet their psychological needs for differences.
4.Seeking Psychology: No matter what kind of consumer groups have a certain name psychology, pay attention to the brand of goods, have a sense of trust and loyalty to well-known brands. As economic conditions permit, even if it does not care about the high price of the commodity, it will insist on purchasing it. Therefore, establishing a good brand image for packaging design is the key to product sales success.
5.Herd Psychology: Conformal psychology consumers are willing to cater to the popular trend or follow the example of celebrity style. Such consumer groups have a wide range of ages, because various media media promote fashion and celebrity's psychological behavior. For this reason, packaging design should grasp the trend of popularity, or directly introduce a product spokesperson that is deeply loved by consumers and improve the reliability of the product.
In short, consumer psychology is complex and rarely maintains a long-term orientation. In most cases it is possible to integrate two or more psychological requirements. The pursuit of psychological diversity has prompted product packaging to exhibit the same diverse design style.