Whether a commodity can sell well must be tested by the market. In the whole marketing process, packaging plays an extremely important role. It uses its unique image language to communicate with consumers, so as to influence their first emotions and arouse their interest in the packaged products at the first sight of it. It can contribute to success as well as failure, and unflattering packaging will be swept away by consumers. With the continuous development and improvement of market economy in our country, the majority of consumers are increasingly mature and rational, and the market gradually reveals the characteristics of "buyer's market", which not only increases the difficulty in product marketing, but also brings unprecedented challenges to the packaging design, drives the packaging of the products to grasp the consumer psychology of the public and develop towards more scientific and higher levels.
Packaging has become the main behavior of marketing in actual commercial activities, which inevitably has a close relationship with the psychological activities of consumers. As a packaging designer, if you do not understand consumer psychology, you will fall into a blind. How to attract the attention of consumers, how to further stimulate their interest and induce them to take the final purchase behavior, this must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and changes is an important part of packaging design. Only by mastering and reasonably applying the law of consumer psychology can we effectively improve the design quality, increase the added value of goods and improve the sales efficiency.
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:
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