基于消费心理的包装设计研究

Packaging Design Based on Consumer Psychology

中文关键词: 消费心理  包装  营销

英文关键词: consumer psychology  packaging  marketing

中文摘要:

      目的 从消费心理出发探寻包装设计的有效路径。方法 由包装的基本功能入手，引出消费心理在包装中的重要作用，接着深入内部探寻包装设计与消费心理的相互关系，包括不同类型消费者的心理及其不同阶段的购买动机，借助这一特点分析基于消费者购买心理的包装设计策略，指出包装设计必须建立在深入调查消费者的消费需要和消费动机的基础之上，最大化地满足消费者普遍所持的心理特征，同时把握消费者消费心理的发展因素，最后将视线锁定在食品包装设计、养生产品包装设计、酒水包装设计等领域，分别探讨有效的设计策略。结论 从消费者的消费心理出发，在包装中融入相关元素，不仅能够美化商品外包装，吸引消费者的注意，还能使包装具备强大的营销功能，在传递商品信息的同时，达到促进消费的结果。

英文摘要:

      The work aims to explore the effective way of packaging design from the perspective of consumer psychology. Starting from the basic function of packaging, the important role of consumer psychology in the packaging was extracted; then, an in-depth analysis on the relationship between packaging design and consumer psychology was conducted, including different types of consumer psychology and their different stages of buying motives. Based on this characteristic, the path to packaging design strategies was analyzed based on consumer purchasing psychology, pointing out that the packaging design must be based on a thorough investigation into consumer needs and motives, to maximally meet the general psychological characteristics of the consumers and grasp the development factors of consumer psychology. Finally, it focused on food packaging design, health product packaging design, beverage packaging design and other fields, and respectively discussed effective design strategies. Based on consumer psychology, integrating the related elements in the packaging can not only beautify the outer packaging of the commodity, attract the attention of consumers, but also enable the packaging to have strong marketing function, so as to achieve the result of consumption while transmitting commodity information.