The multidimensionality and difference of people's consumption psychology determine that food packaging must have multi-dimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Sales packaging is a microcosm of marketing strategies. The psychological strategy of packaging design is a logical marketing idea.
Food sales packaging needs to gradually develop into a POP package (focus advertisement) that integrates protection, introduction and promotion, and shoulders the modern mission of “silent salesmanâ€. Packaging promotion works by psychologically inspiring consumers.
Influence of sales packaging on purchasing psychology People often get the impression of outside things through the eyes. With the continuous emergence of new retail methods such as supermarkets and warehouse-type shopping malls, self-service in the consumer field has become more and more, and the role of the salesperson’s consulting has been increasingly replaced by the appearance of the goods. The consumer's reliance on packaging in the process of identifying a product makes the “silent competition†on the shelf more intense: the package must be able to tell consumers that it should be bought immediately.
It will be clear at a glance, that is, ability to identify. The consumer's memory preserves the conventional image of various foods, and they often purchase goods according to the inherent shape of the packaging. When the quality of a product is not easy to distinguish based on the product itself, people often make judgments based on the package. Packaging is one of the foundations of product differentiation. It can not only explain the product's name, quality and trademark, introduce the product's special effects and uses, but also can demonstrate the characteristics of the company. Consumers can obtain information about products in a short time through packaging. Therefore, appropriately increasing the information capacity of targeted customers can enhance the attractiveness of products.
Take advantage of it, that is, convenience. The packaging is divided into appropriate components, which provides a reliable means of preservation, is easy to carry and use, and can also guide consumers on how to use it.
Jin Yuqi, the value-added function. The successful design of packaging integrates artisticity, knowledge, interest, and the times. The appearance quality of high-end foods can stimulate the social needs of buyers, enabling them to feel more comfortable while enjoying food.
Admittedly, consumers judge that the quality of goods is not based solely on packaging. Packaging is only subordinate to goods. The quality, price, and popularity of a product are the main factors in consumer balance. However, the packaging's "Halo Effect" can transfer the consumer's good feeling of packaging to the goods and achieve the purpose of promotion.
Packaging promotion firstly promotes the cognitive purchasing psychology to undergo three stages: cognitive process, affective process and decision-making process. Where attention is the beginning of cognition, it is also the basis of the whole psychological process of purchase. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of customers in China's supermarkets are shopping without a purchase plan, while those who have such purchasing habits account for 54.9% of the total, which means that they have no intention of paying attention to the Chinese consumer. The main purchase psychology. In this case, the packaging's promotional features will make a difference. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. The famous packaging design company of the United States Primo Andean company has such a motto: "Consumers are generally unable to distinguish between products and packaging. For most products, the product is packaging, packaging is the product." Packaging is the shadow of goods, In the absence of reference information or the same quality and price, the unique packaging can attract consumers' attention and interest and enter the consumer's choice.
Color is the first visual effect of packaging vision. Surveys have shown that customers’ perceptions of commodities are colored first, followed by shape. Within 20 seconds of the initial contact with the product, the customer has a color perception of 80% and a feeling of 20%; within 20 seconds to 3 minutes, the color feeling is 60%, and the feeling is 40%. Another test shows that shoppers spend about 0.25 seconds to observe each product. This 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must first "color" to win people, in one fell swoop to live in the heart of the target customers. The color of the package should be adapted to the purpose and characteristics of the product itself, and it should be evoked by stimulating the vision, thereby affecting people's evaluation and purchase of the product.
The shape of a product package refers to the shape, material, graphics, and text of the package. The shape and material of the package can only achieve the effect of promotion by displaying the characteristics of the product. Vacuum plastic packaging foods make people feel convenient and sanitary, aluminum foil blister packaging medicines make people feel scientific and credible, and body package hardware products make people feel reliable.
For customers, the most informative part of a product package is a graphic, followed by text and color. Graphics include pattern painting and photography. The graphic is a magnifier of the product characteristics. For example, orange juice on the orange juice bottle oozes the temptation of “fresh†and “originalâ€. The graphics can also be used for metaphorical, symbolic, and synoptic promotion of the product's features: using an umbrella to describe the water droplets, using pine trees to symbolize the elderly's use of tonics to prolong life, and using the Lark to bring people's associations on the packaging of musical instruments. To the crisp sound quality ... ... left a rich impression on consumers.
Words are the most memorable elements in the packaging of goods. Commodity packaging should have a descriptive text to introduce the name, specification, composition, function, and usage of the product in an objective and concise manner, and deliberately focus on it at a glance. The propaganda of writing, logos, plays the role of micro advertisements. Logos are phrases that stand out against the backdrop of strong contrasting colors and sparks, explosions, and large dots. Indicative logos, such as “fried†instant noodles, indicate the basic characteristics of the product; interpretative logos, such as “absolutely free of preservatives,†can eliminate consumer concerns about the chemical content of foods and beverages. And agitation logos, such as "very delicious", can directly stimulate the desire to buy. Clever use of logos can generate powerful visual impact, making it the finishing touch for packaging promotions.
Food sales packaging needs to gradually develop into a POP package (focus advertisement) that integrates protection, introduction and promotion, and shoulders the modern mission of “silent salesmanâ€. Packaging promotion works by psychologically inspiring consumers.
Influence of sales packaging on purchasing psychology People often get the impression of outside things through the eyes. With the continuous emergence of new retail methods such as supermarkets and warehouse-type shopping malls, self-service in the consumer field has become more and more, and the role of the salesperson’s consulting has been increasingly replaced by the appearance of the goods. The consumer's reliance on packaging in the process of identifying a product makes the “silent competition†on the shelf more intense: the package must be able to tell consumers that it should be bought immediately.
It will be clear at a glance, that is, ability to identify. The consumer's memory preserves the conventional image of various foods, and they often purchase goods according to the inherent shape of the packaging. When the quality of a product is not easy to distinguish based on the product itself, people often make judgments based on the package. Packaging is one of the foundations of product differentiation. It can not only explain the product's name, quality and trademark, introduce the product's special effects and uses, but also can demonstrate the characteristics of the company. Consumers can obtain information about products in a short time through packaging. Therefore, appropriately increasing the information capacity of targeted customers can enhance the attractiveness of products.
Take advantage of it, that is, convenience. The packaging is divided into appropriate components, which provides a reliable means of preservation, is easy to carry and use, and can also guide consumers on how to use it.
Jin Yuqi, the value-added function. The successful design of packaging integrates artisticity, knowledge, interest, and the times. The appearance quality of high-end foods can stimulate the social needs of buyers, enabling them to feel more comfortable while enjoying food.
Admittedly, consumers judge that the quality of goods is not based solely on packaging. Packaging is only subordinate to goods. The quality, price, and popularity of a product are the main factors in consumer balance. However, the packaging's "Halo Effect" can transfer the consumer's good feeling of packaging to the goods and achieve the purpose of promotion.
Packaging promotion firstly promotes the cognitive purchasing psychology to undergo three stages: cognitive process, affective process and decision-making process. Where attention is the beginning of cognition, it is also the basis of the whole psychological process of purchase. Attention can be divided into intentional attention and unintentional attention. According to the survey, 62.6% of customers in China's supermarkets are shopping without a purchase plan, while those who have such purchasing habits account for 54.9% of the total, which means that they have no intention of paying attention to the Chinese consumer. The main purchase psychology. In this case, the packaging's promotional features will make a difference. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. The famous packaging design company of the United States Primo Andean company has such a motto: "Consumers are generally unable to distinguish between products and packaging. For most products, the product is packaging, packaging is the product." Packaging is the shadow of goods, In the absence of reference information or the same quality and price, the unique packaging can attract consumers' attention and interest and enter the consumer's choice.
Color is the first visual effect of packaging vision. Surveys have shown that customers’ perceptions of commodities are colored first, followed by shape. Within 20 seconds of the initial contact with the product, the customer has a color perception of 80% and a feeling of 20%; within 20 seconds to 3 minutes, the color feeling is 60%, and the feeling is 40%. Another test shows that shoppers spend about 0.25 seconds to observe each product. This 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must first "color" to win people, in one fell swoop to live in the heart of the target customers. The color of the package should be adapted to the purpose and characteristics of the product itself, and it should be evoked by stimulating the vision, thereby affecting people's evaluation and purchase of the product.
The shape of a product package refers to the shape, material, graphics, and text of the package. The shape and material of the package can only achieve the effect of promotion by displaying the characteristics of the product. Vacuum plastic packaging foods make people feel convenient and sanitary, aluminum foil blister packaging medicines make people feel scientific and credible, and body package hardware products make people feel reliable.
For customers, the most informative part of a product package is a graphic, followed by text and color. Graphics include pattern painting and photography. The graphic is a magnifier of the product characteristics. For example, orange juice on the orange juice bottle oozes the temptation of “fresh†and “originalâ€. The graphics can also be used for metaphorical, symbolic, and synoptic promotion of the product's features: using an umbrella to describe the water droplets, using pine trees to symbolize the elderly's use of tonics to prolong life, and using the Lark to bring people's associations on the packaging of musical instruments. To the crisp sound quality ... ... left a rich impression on consumers.
Words are the most memorable elements in the packaging of goods. Commodity packaging should have a descriptive text to introduce the name, specification, composition, function, and usage of the product in an objective and concise manner, and deliberately focus on it at a glance. The propaganda of writing, logos, plays the role of micro advertisements. Logos are phrases that stand out against the backdrop of strong contrasting colors and sparks, explosions, and large dots. Indicative logos, such as “fried†instant noodles, indicate the basic characteristics of the product; interpretative logos, such as “absolutely free of preservatives,†can eliminate consumer concerns about the chemical content of foods and beverages. And agitation logos, such as "very delicious", can directly stimulate the desire to buy. Clever use of logos can generate powerful visual impact, making it the finishing touch for packaging promotions.
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