The research of consumer psychology shows that consumers have complex psychological activities before and after purchasing commodities, and the differences in age, gender, occupation, nationality, education level, social environment and many other aspects divide a large number of different consumer groups and their different consumer psychological characteristics. According to the survey results of China Social Research Office (SSIC) on people's consumer psychology in recent years, the characteristics of consumer psychology can be summarized as follows:
1. Realistic psychology
The main psychological characteristic of most consumers in the process of consumption is the truth-seeking psychology. They believe that the actual utility of a product is the most important, and hope that the product is convenient to use, cheap and fine, without deliberately pursuing the beautiful appearance and novel style. Consumer groups with realistic psychology are mainly mature consumers, wage earners, housewives, and elderly consumer groups.
2. The psychology of seeking beauty
Consumers with certain economic ability generally have the psychology of seeking beauty, pay attention to the shape of the product itself and the external packaging, and pay more attention to the artistic value of the product. The consumer groups with the mentality of seeking beauty are mainly young people and the intellectual class, and women account for 75.3% of such groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, crafts and gifts should pay more attention to the performance of aesthetic value psychology.
3. Different psychology
The consumer group with different psychology is mainly young people under 35 years old. This kind of consumer groups think that the style of goods and packaging is very important, pay attention to novel, unique, personalized, that is, the packaging of the shape, color, graphics and other aspects of more fashionable, more avant-garde, and for the use of the value of goods and price is not very concerned. In this consumer group, minors and children occupy a considerable proportion, for them sometimes the product packaging is more important than the product itself. For this group of consumers who can not be ignored, the packaging design should highlight the "novel" characteristics, in order to meet their psychological needs for difference.
4. Herd mentality
Consumers with a herd mentality are willing to conform to fashion or emulate the style of celebrities. This group of consumers has a wide range of age groups, as it is facilitated by the intense promotion of fashion and celebrities by various media. Therefore, the packaging design should grasp the popular trend, or directly launched by consumers like the product image spokesperson, improve the trust of the product.
5. Psychology of seeking fame
No matter what kind of consumer groups have a certain psychology of seeking fame, attach importance to the brand of goods, and have a sense of trust and loyalty to well-known brands. When economic conditions allowed, the company ordered the product regardless of its high price. Therefore, the packaging design to establish a good brand image is the key to the success of product sales.
In a word, the psychology of consumers is complex and rarely maintains one orientation for a long time. In most cases, it is possible to integrate two or more psychological requirements. The pursuit of psychological diversity promotes the product packaging to present the same diversified design style.
Want to learn more about
Paper Packaging Box, please feel free to visit liyang factory at www.liyangprinting.com
