Product Name and Curiesov Effect

Today, when we walk into the mall, we are dazzled by the array of product packaging. However, under careful appreciation, it was also missing, and some of the designs were daunting. I once saw a ham sausage wrapped in a plastic bag. Five ham sausages were packed inside. The whole bag was opaque on the white, and there was a circular light-transmitting observation port in the middle of the back. The overall design was fresh and cool. However, a positive pattern was seen, but people want to vomit: the three-pointed beauty painted above, "bloody" thigh is even more eye-catching, just in the leg of the book with the artistic word "fresh ham."

However, some packaging designs can also be called ingenuity. There is a drink called “Snow & Snow” which is packaged in a composite carton. The pattern is based on the snow-capped mountains under the blue sky. The word “ice and snow Philippine” is the lake blue. The upper part is covered with white snow, and the entire design highlights the effect of “ice and jade”. After watching it, people have a refreshing and refreshing feeling. They call the population thirsty. Thus, I think of a famous montage experiment performed by the Russian director Kurishov.

Koryushov once to the Russian actress Mozyoussing took a lookless specific shot, cut into three sections, respectively, in a bowl of soup, a child playing games and the body of an old woman shot prior to. After discovering that the audience had watched it, it was surprising to think that what was praiseworthy was the actor's performance: the actor showed hunger when he saw the soup; he saw joy when he saw the game; and looked sad when he saw the old woman's body. Actually, the actors did not express their emotions, but the juxtaposition of the lenses caused the audience to associate. Therefore, Curishov came to the conclusion that it is not the content of a single shot but the juxtaposition of several pictures that cause the emotional reaction of the movie.

In fact, does the screen design of packaging design not cause consumers' emotional reactions? In terms of both the product itself and the packaging design, are there any positive and negative influences due to different combinations? Only the juxtaposition of the patterns does not have the strong effect of juxtaposition between the film images, but the interaction between them is enough to arouse our attention. If we make good use of this rule, we will have a good sensory stimulus to the effect of product and packaging and the picture of the packaging. It will reflect the good quality of the product and will be more conducive to the sale of the product. Fully realized the advertising function of the package. To put it bluntly, the Curieshoef effect is to use a coordinated design to capture the consumer's psychology and the design is successful as long as it can generate a desire to purchase in the consumer's mind.

When we think about it, there are a lot of places that can cause the Curieshoe effect when the goods are placed in the shop window: Is the name of the product coordinated with the product and packaging? Is the logo of the trademark coordinated with the product and packaging? Is the design of the packaging coordinated with the product itself? Is the advertising design of the product coordinated with the product and the environment? Is the layout of the product in the window coordinated with the product and the environment? And so on, these can all cause the Curiesch effect. Through various combinations and associations, people can always produce some psychological reactions. Well, whether this reaction is good or not is probably related to all the above aspects.

Product Name and Curiesov Effect

From the point of view of consumption, the name of a product is not only the name of the product, a mark for identifying the product, but also can cause the Curieshoef effect and stimulate consumers' psychological activities. The name of a commodity generally reflects and expresses certain functions, properties, functions, or components of the product, providing basic information for the first step of the buying process and the second step of understanding. Therefore, when designing a product, it is necessary to consider the product. Choose a unique name that is loud, beautiful, and profoundly meaningful and easy to remember, different from other products. This has a great psychological effect on enhancing the popularity of products and promoting their sales.

For example, "Erie" milk powder is very famous. People can think of the "blue sky, white clouds, and cattle and sheep" scene on the Inner Mongolian prairie at a glance, and thus have a strong Curieshoef effect on consumer psychology and make consumption. The person has great confidence in the quality of the product.

"Huangtai Wine" is often associated with Maotai, and the adverts of "Moutai in the South and Huangtai in the North" quickly increase its popularity. This parallels the general products with well-known products, which are usually the tactics used for new products. The basis of the effects of the Kurishov lens assembly is still the relationship between the content contained in the lens. Of course, this connection is not superficial, but a reflection of the daily experience of consumer psychology. Using this tactic can achieve 4 functions: (1) save advertising resources; (2) shorten the promotion cycle; (3) improve the brand effect; (4) inspire consumer association inspiration.

To exert the psychological efficacy of the product name, let it have a positive Curieshoe effect on consumers' mental activities. At a minimum, the following points must be made:

First of all, it should be worthy of name and easy to remember. The name of the commodity should be consistent with the performance characteristics of the commodity entity so that the consumer can, as the name suggests, imagine the use, performance, and presumed form of the product without seeing the product itself. The product name is simple and clear, easy to remember, easy to read and nice to read, not too long, too remote.

Second, it must be able to induce emotions. Since consumers have good feelings and preferences for goods, purchase behavior occurs, so the name has color and personality traits that can evoke the desire of consumers. Therefore, words can be elegant and chic, and can also be simple, generous, or charming. Or just powerful. It is also important to pay attention to the national style and prevent side effects. For example, the name “Fangfang” of the product, together with Pinyin “Fang Fang”, has no fault in China, but abroad, it is not a favorite tooth, The wolf teeth will be confused, it will be annoying.

The third must cause association. Increasing the scientific, intellectual and artistic meaning and interest of the product name, and using the relationship between things to create beautiful associations, memories, longings, and hopes, requires that the deep meaning, appealing beauty, and strong appeal of the name be sought. For example, "sweet and sweet" toffee is eaten in your mouth and sweet in your heart.

There are many names of products that can trigger the Curiesch effect and can be named from different perspectives.

The product name can reflect the function of the product. Due to the relationship between performance and nature of use, daily industrial products, pharmaceuticals, etc., can be named directly according to their roles, and they are straightforward and literate. This enables people to see at a glance, and has the function of guiding consumption and facilitating customers' purchase. For example: cold granules, nourishing tranquilizer syrup.

The product name can reflect the main component of the product. Some similar products are many, such as supplements, named after the main ingredients, different from other similar goods, showing the status, value, and luxury of the goods. Clear and clear, it can induce purchase behavior or promote the realization of purchasing behavior. For example: ginseng royal jelly, saponin shampoo, Wuji Baifeng Pills.

The product name can reflect the origin of the product. Typical products for native products and local fists are named after the names of places, which undoubtedly increases the reputation and commemorative significance of the goods and represents the reputation and texture of the goods. For example: Tsingtao Beer, Lanzhou Lily, Longjing Tea.

Product names can reflect special names. Named after the legendary character names and creators' names, it gives people a good association, traditional craftsmanship, and local interests, inspiring customers' patronage motives. For example: Zhang Xiaoquan scissors, hole B has fennel beans, call chickens.

The product name can reflect the appearance of the product. Combining the beautiful and novel styles and shapes of goods to evoke consumers’ quest for beauty, the name of the product is moving and promotes sales. The name is based on children's products. For example: animal biscuits, pita sugar, doll ice cream.

Product names can also be transliterated in auspicious vocabulary or foreign language. In order to satisfy consumers' auspicious, affordable desires and desires, and use auspicious vocabulary to describe and imply the performance and quality of goods, they often receive better sales results. For example: 100-year-old wine, youth treasure. In order to satisfy the psychology of some consumers seeking novelty and seeking differences, and to overcome difficulties in translation, it is named after the product's foreign language pronunciation through processing, which can attract a large number of consumers. For example: Canon Camera, Coca-Cola, and Ice Cream.

The product name can also reflect the production process of the product. Named after a unique or traditional manufacturing process, it gives people a genuine and reliable impression of quality and satisfaction of curiosity. For example: Erguotou, cloisonne.

The coordination between the product name and the commodity, the name of the commodity and the packaging of the commodity can easily cause the Curieshoe effect. For example, young women's clothing can be called "little lover" or "fancy flowers," but it is not suitable for middle-aged and old people's clothing, giving people a sense of imprecision. If you use "Sunset Red," "Taishan," it will be more secure. Another person named the product “Black Peony” plus a package of black and white main colors. It felt very boring. Someone thought it was ink. Moreover, those who use cosmetics are also afraid of this "black" word, and it is easy for people to doubt the use of the product. So it's important to take a good product name.

China Packaging Design Technology Symposium Proceedings

Author: Xinqiao Juan