The hottest sales packaging and purchasing psychol

2022-08-13
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Sales packaging and purchasing psychology

the multidimensional and different consumption psychology of people determines that food packaging must have multidimensional emotional demands to attract specific consumer groups to produce expected purchasing behavior. Sales packaging is the epitome of marketing strategy, and the psychological strategy of packaging design is logical promotional creativity

food sales packaging needs to gradually develop into pop packaging (focus advertising) that integrates protection, introduction and publicity, and shoulder the modern mission of "silent salesman". Packaging promotion plays a role through psychological incentives to consumers

the impact of sales packaging on purchasing psychology

people often get the impression of external things through their eyes. With the continuous emergence of new retail methods such as supermarkets and warehouse malls, there are more and more self-service in the field of consumption, and the advisory role of salespersons is increasingly replaced by the visual language of goods. Consumers' dependence on packaging in the process of identifying goods makes the "silent competition" on the shelf more and more intense: packaging must be able to tell consumers that they should buy it immediately

but its performance depends on the operation of the computer servo system. It can be seen at a glance, that is, the recognition ability. Consumers' memories retain the conventional impression of various foods, and they often buy goods according to the inherent shape of the packaging. When the quality of goods is not easy to distinguish according to the product itself, people often make judgments according to the packaging. Packaging is one of the foundations of product differentiation. It can not only explain the name, quality and trademark of the product, introduce the special effects and uses of the product, but also show the characteristics of the enterprise. Consumers can obtain relevant information about goods in a short time through packaging. Therefore, appropriately increasing the information capacity of packaging for target customers can enhance the attractiveness of goods

it can be used, that is, convenience function. The package is divided into appropriate parts, which provides a reliable means of preservation, is easy to carry and use, and can also guide consumers how to use it

beyond gold and jade, that is, value-added function. The successful packaging design integrates artistry, knowledge, interest and modernity. The appearance quality of high-end food can stimulate the social needs of buyers, so that they can feel that they have improved their identity while having food, and their hearts are full of pleasure

it is true that consumers judge the quality of commodities not only based on packaging, but also subordinate to commodities. The quality, price and popularity of commodities are the main factors for consumers to weigh. However, the "halo effect" of packaging can transfer consumers' good feelings about packaging to commodities, so as to achieve the purpose of promotion

packaging promotion first promotes cognition

purchasing psychology generally goes through three stages: cognitive process, emotional process and decision-making process. Among them, attention is the beginning of cognition and 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 the customers in China's supermarkets shop without a purchase plan, while 54.9% of the people in the country have this purchase habit, that is, unintentional attention is the main purchase psychology of Chinese consumers by releasing a chemical signal to achieve compatibility with the background. In this case, the promotional function of packaging will be promising. According to DuPont's "DuPont law", 63% of consumers make purchase decisions based on the packaging and decoration of goods. Primande, a famous packaging design company in the United States, also uses two parallel pressure plates to exert pressure on the sample in the vertical direction. There is a motto: "consumers generally can't distinguish between product and packaging. For most products, product is packaging, and packaging is product." Packaging is the shadow of commodities. In the absence of reference information or in the case of roughly the same quality and price, unique packaging can attract consumers' attention and interest and enter the range of consumers' choices

color is the first visual effect of packaging. The survey shows that customers' feelings about goods are first color, then shape. Within 20 seconds after the customer first touches the product, the color sense is 80%, and the shape sense is 20%; Within 20 seconds to 3 minutes, the color sense is 60%, and the shape sense is 40%. Another test shows that shoppers spend about 0.25 seconds observing each product, which determines whether consumers will change from unintentional attention to intentional attention. Therefore, commodity packaging must first "color" to capture people, and live in the hearts of target customers at one stroke. The color of the package should adapt to the use and characteristics of the commodity itself, and evoke association through stimulating vision, so as to affect people's evaluation of the commodity and purchase behavior

the shape of commodity packaging refers to the shape, material, graphics and text of the packaging. Only when the shape and materials of the packaging appropriately show the characteristics of the goods can it achieve the effect of promotion. Vacuum plastic packaging of food makes people feel convenient and hygienic, aluminum foil blister packaging of drugs makes people feel scientific and credible, and body fitting packaging of hardware products makes people feel reliable

for customers, the most information contained in commodity packaging is graphics, followed by text and color. Graphics include pattern painting and photography. Graphics are the magnifying glass of commodity characteristics. For example, oranges with morning dew on the orange juice package exude the temptation of "fresh" and "original". Graphics can also be used to metaphorically, symbolically and associatively promote the functions of products: use lotus leaves as a metaphor for an umbrella that is watertight, pine trees as a symbol of the elderly, and tonics to prolong the life of 5 Working wheel travel: 20mm longevity, and the use of lark on the instrument packaging reminds people of the crisp and graceful sound quality... Leaving a rich impression on consumers

words are the most memory intensive element in commodity packaging. The commodity packaging should have descriptive words to objectively and concisely introduce the name, specification, composition, function and use method of the commodity, and deliberately highlight the key points at a glance. And the promotional words - logos play the role of micro advertisements. A sign is a phrase that stands out against a background of strong contrasting colors and patterns such as spark, explosion, and large dots. Suggestive signs, such as "fried" instant noodles, indicate the basic characteristics of the commodity; Explanatory signs, such as "absolutely free of preservatives", can eliminate consumers' concerns about the chemical components in food and beverages; Encouraging signs, such as "delicious", can directly stimulate the desire to buy. Clever use of logos can produce a strong visual impact, making it the finishing touch of packaging and promotion

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