Application and Research of Consumer Psychology in Packaging Design

All knowledge reaches the brain through the process of feeling. The first stage of the persuasion process—that is, attention, is a feeling accepted by the design elements of the package's styling, color, text, drawings, etc., and all the feelings are mainly from the eyes of the facial features. Perceived by consciousness. The person's sensation is mainly visual and auditory. On the basis of perceptual perception, it produces the ability to recognize the beauty or newness of the surrounding things, forming the “ear of music and the eyes that can feel the beauty of form”. The focus of the work is to satisfy the eye that can feel.

Psychology is the science that studies the occurrence and development of human psychological phenomena. The task is to explore the laws of human psychological development and development. It occupies a very important position in contemporary aesthetics. It is a useful and interesting job to explore people’s desires, study the market, and study consumer psychology.
Packaging in the circulation of goods has always been an important promotional tool, and it is also the media that best meets consumers' psychological demands. One of its important missions is to arouse consumers' attention and generate a desire to buy. Its learning is also to study psychology and action learning in order to promote its purchase behavior. How to get consumers' attention, how to further arouse their interest, and how to prompt them to take a purchase action, it must apply the principles of psychology knowledge to answer questions.
From the perspective of psychochemistry, tectonic psychologists advocate that all psychological phenomena are psychological complexes composed of simple psychological elements. You can also think of packaging as a combination of multiple elements, and consumer psychology is one of the biggest elements. In the preliminary design of packaging, it is necessary to take into account the consumer psychology, because the process of changes in consumer psychology has a great deal of connection with the sales process of goods.
It is hoped that under the candlelight of psychology, a series of scientific explanations can be obtained from the phenomenon of production-attention-action, and the category of psychology can be used to study the visual characteristics of packaging and the psychological level of packaging design.
When consumers have a certain desire, they will have the purpose of consciously buying a certain commodity. At this time, they will carry out the process of understanding the commodity, that is, the process of familiarization and consideration. For those who use physical photos or open the "window" package, consumers can directly understand. Consumers only generate indirect knowledge of packages that express only certain characteristics of the product. Different packaging designs for similar products will be able to persuade consumers to sell well.
Pursuit of desire can be said to be the basic motive for the purchase. It is formed together with other factors to form a prudent choice. The reasons for the demand, among them the appearance of the product packaging charm, internal quality, price, etc. have the greatest impact.
Abroad sums up the excellent packaging and decoration design of the consumer's desire for psychological effect that has 10 big charm:
a. Appearance charm. The first impression of consumer vision is the key to the ability to produce other psychological activities;
b. Economic charm. Price, size, weight, and shape make consumers feel psychic;
c. Security charm. Convenience, reliability, trust, and reputation;
d. Health charm. Cleanliness, security, well-being, etc.
e. appetite charm. Nutritional sensation, edible taste and weight, etc.
f. feminine charm. Gentleness, happiness;
g.Characteristic charm. Differentiating the product from other products, its benefits will give consumers a certain degree of satisfaction;
h. Popular charm. Being approachable and accessible to the general public;
i. Childlike charm. Innocent, pure feeling, can resonate with teenagers, children and mothers;
j. Attribute charm. Gender, age and ethnicity, culture, class, etc.
Raising the psychological quality and cultural accomplishment of designers will be the tasks and tasks that we must carry out today and tomorrow. The level of industrial design of a country also represents the scientific and cultural level of the country. It should be understood that any design theory cannot be universally applied and it is difficult to apply to all times. Therefore, for the development of China's packaging design business and to achieve the world's first-rate design standards, designers only have to learn, research, explore, and learn.