Sales packaging is the fusion of protection function and artistic beauty (I)

Sales packaging is a fusion of protection function and artistic beauty, and a creative combination of practicality and novelty. A successful packaging promotion is the resonance of the producer's mind, the creator's thinking mind and the buyer's demand psychology. Commodity sales packaging only grasps the psychology of consumers, caters to consumer preferences, satisfies the needs of consumers, stimulates and guides consumers' emotions, and is able to stand out in a fierce commercial warfare, and to win the game.

Commodity sales packaging gradually developed into a POP package (focus advertisement) integrating protection, introduction and advertising with the needs of market competition, and shouldered the modern mission of “silent salesman”. Packaging promotion works by psychologically inspiring consumers.
Impact of sales packaging on purchasing psychology

People often get the impression of the outside world through their eyes. With the continuous emergence of new retail methods such as supermarkets and warehouse-type shopping malls, more and more self-services are being used in the consumer field, and sales consultants' role of consultation has been increasingly replaced by the visual language of the appearance of goods. The consumer's reliance on packaging in the process of identifying the goods makes the “silent competition” on the shelves increasingly fierce.

Packaging mainly affects the purchasing psychology from three aspects:

1. Recognition function

Consumers' memories preserve the conventional phenomenon of various goods, and they often purchase goods according to the inherent shape of the packaging. When the quality of a product is not easily discernible from the product itself, people often make judgments based on the package. Packaging is one of the foundations of product differentiation. It can not only describe the product's name, quality and trademark, but also introduce the product's special effects and uses. It can also show the characteristics of the company. Consumers can get information about products in a short period of time through packaging. Therefore, appropriately increasing the information capacity of the package for the target customer can enhance the attractiveness of the product.

2. Convenient function

The packaging is divided into appropriate quantities, provides reliable means of preservation, is easy to carry and use, and can also guide consumers on how to use them.

3. Value-added features

The successful design of the packaging combines artistic, intellectual, interesting and contemporary feelings. The appearance quality of high-end products can stimulate the social needs of buyers, enabling them to feel more comfortable while they have goods.

Admittedly, consumers judge that the quality of goods is not based solely on packaging. Packaging is only subordinate to commodities. The quality, price, and popularity of products are the main factors for consumer balance, but the “halo effect” of packaging can put consumers The good feeling of packaging is transferred to the goods to achieve the purpose of promotion. The Layal Group, which specializes in the production of high-end cosmetics, launched every new product. Its packaging costs account for 15% to 70% of the total cost.

Packaging Promotion First Promotes Cognition

Purchasing psychology generally goes through three stages: cognitive process, affective process and decision-making process. The attention is the beginning of cognition, and it is also the basis of the entire purchase psychological process. 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 there is no intention to pay attention to the main purchasing psychology of our consumers. . In this case, the package promotion function will make a difference. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging of their goods. The famous American packaging design company Primord has such a motto: Consumers generally cannot distinguish between products and packaging. For most products, the product is the packaging and the packaging is the product. Packaging is the shadow of goods. In the absence of reference information or the quality and price are about the same, a unique package 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 sense of shape is 40%. Another test shows that shoppers spend about 0.25 seconds on each item, and this 0.25-second decision determines whether consumers will turn from unintentional attention to intentional attention. Therefore, merchandise packaging must be selected "color" to win people, in one fell swoop to live in the heart of 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 packaged foods make people feel convenient and hygienic. The medicines made of aluminum foil blister packs make people feel scientific and credible, and the body-packed hardware products make people feel reliable.

For customers, the most informative part of a product package is a graphic, followed by text and color. The graphics include patterns, paintings, and photography. The graphics are magnifiers with product features. The graphics can also be used to describe the function of the product as metaphorical, symbolic and associative. For example, a lotus umbrella can be used to describe water droplets, and pine trees can be used to express elderly tonics. Being able to prolong life ... etc. These have left a deep impression on consumers.

Words are the most memorable elements in the packaging of goods. Commodity packaging should have descriptive texts, objectively and concisely introduce the names, specifications, ingredients, functions, and methods of use of the goods, and try to be focused and clear at a glance. The propaganda text --- logos play 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-related ingredients in food, beverages, and chemicals. Concerns; and agitation logos, such as "very delicious!", can directly stimulate the desire to buy. Clever use of logos can generate powerful visual impact and become the crowning touch in packaging promotions.