Commodity packaging has many aspects of psychological functions, such as indication function, convenience function, beautification function, self-expression function, etc. Therefore, in the packaging design, we should pay attention to the flexible use of psychological packaging strategies.
For example, product packaging can be designed for consumer psychology with different levels of consumption. There are six possible strategies:
1. Grade packaging strategy. Firstly, the similar products are divided into high, medium and low grades, and then the packaging of different grades is designed accordingly. The packaging of different grades maintains certain differences in the selection of materials, design styles, and production techniques, so that the consumer psychology of different income levels is Can be satisfied.
2. Reuse packaging strategy. That is, the practice of designing product packaging for two or more uses. The packaging can not only hold the goods, but also can be used as toys, containers, handicrafts, etc. after the goods are removed. This packaging strategy caters to the psychology of some consumers and has a strong promotional function.
3. Special packaging strategies. The use of precious wood, metal, brocade and other superior materials, packaging and decoration of rare Chinese herbal medicines, rare art, antique calligraphy and other special commodities, so that the packaging itself has become a genuine work of art. This strategy can fully show the value of the goods and satisfy the buyer's display mentality.
4. Gift packaging strategy. For merchandise used for gift giving, the design of colorful and decorative packaging helps to highlight a warm and cheerful atmosphere, fully reveals the sentiment of the giver, and is loved by the giftee.
5. Simple packaging strategy. Under the premise of guaranteeing the basic functions of packaging, try to use inexpensive packaging materials and design simple packaging. This packaging strategy adapts to the general consumer's truth-seeking and honesty-seeking attitude and can be used for packaging ordinary consumer products.
6. Gift packaging strategy. Put one or two complimentary small gifts, such as toys, pictures, cosmetics, and knick-knacks, in the packaging, which can better meet the curiosity and seeking for profit of young children and female consumers. Promotional role.
There are also five strategies that can be used to design consumer packaging based on different consumer habits:
1. Custom packaging strategy. For the long-term use of consumers, has formed a fixed form of commodity packaging, such as fish, canned meat with tin packaging, fruit canned glass packaging, shoes and hats with carton packaging, etc., should adhere to. In order to facilitate consumer confirmation, it is also easy for consumers to feel trust.
2. Component packaging strategy. The practice of designing packaging according to consumers' one-time use of goods, such as one-person use, two-person use, three-person use, and other standardized packaging for fast food products. Component packaging is highly practical, very convenient for consumers, and can also be used in conjunction with new product promotions.
3. Supporting packaging strategy. Combining different kinds of goods with the same use in one package, such as matching packages for baby clothes, matching packages for family standing drugs, and matching packages for children's toys. Appropriate and reasonable matching packaging can better meet consumers' psychology of seeking for convenience and facilitate consumers to purchase and use commodities. At the same time, matching packaging can also be used for gifts.
4. Similar packaging strategy. The same or very similar packaging is used for the products produced or sold by the company, which helps cultivate the feelings between the company and its customers.
5. Souvenir packaging strategy. It refers specifically to the practice of special packaging design for souvenirs sold at tourist destinations. It should generally be well-made, highlight local features, and be portable.
It is also possible to design product packaging based on gender and age-specific consumer psychology. There are several strategies that can be adopted:
1. Men's packaging strategy. For male consumers, the packaging design should meet the male consumer's psychological requirements. In general, the packaging color should be based on black, gray and other heavy colors as the keynote. The packaging should be rigid, upright, and rugged. The decoration should be simple, and the lines should be thick and heavy in order to reflect the maturity and robustness of mature men.
2. Women's packaging strategy. Female consumers have a strong psychology of seeking beauty, seeking newness, and pursuing fashion. Therefore, the packaging of women's products should be clearly contrasted with that of men's. The packaging should be compact, the lines should be soft, and the colors should be bright. In short, it should be beautiful and beautiful and reflect the characteristics of the times.
3. Elderly packaging strategy. For the commodities that are mainly purchased and used by elderly consumers, the packaging design should be adapted to the elderly for truth-seeking, seeking psychological and traditional consumption habits, and the packaging modeling structure should be simple. To avoid excessive decoration, try to adopt traditional styles of colors and patterns. The description of the text should be comprehensive, detailed, and authentic.
4. Youth packaging strategy. Young people's psychology of seeking new ideas, seeking change, and curiosity are more common. Therefore, when designing packaging for youth products, we must pay attention to science and the sense of the times. We must pay attention to the use of new scientific and technological achievements, and strive to be advanced in terms of packaging materials, methods, and methods of production in order to attract the attention and affection of young people.
5. Children's packaging strategies. Children and children have a strong curiosity and desire for knowledge, strong imitation ability but weak ability to distinguish. Therefore, in children's product packaging design, it is necessary to organically combine knowledge, science, interest, and aesthetics so that they can increase their knowledge and cultivate their sentiment during the use of goods.