Two-way Interaction between Modern Consumer Psychology and Packaging Design

Abstract: With the maturity of current consumer psychology, modern designers must fully understand the interaction between modern consumer psychology and packaging design. This article attempts to diversify the packaging design from diversified consumption; personalized consumption leads to personalized packaging design, specialization of consumer traction professional packaging design, green consumer call green packaging design, new consumer forces generate fashion The five perspectives of packaging design theoretically explore the two-way interaction between modern consumer psychology and packaging design.

Keywords: packaging design; consumer psychology; two-way interaction

With the heightened development of the economy in the 21st century and the increasing improvement of people’s living standards, consumption is no longer to meet the basic needs of daily life and to consume for survival. It has become a kind of modern enjoyment with cultural color and lifestyle. The changes in the level of culture and values ​​and the increase in spending power have made people's consumer psychology more mature. Consumers have an independent sense of consumption. They are no longer obedient to the market, and the diversity and variability in both material and spiritual aspects. The consumer demand, diversification, personalization, specialization, and cultural soft consumption have increasingly become a new trend. In today's market economy, consumer psychology is leading our market. The combination of packaging design and consumer psychology research is increasingly important. More and more designers have begun to pay attention to the design of consumer psychology and psychology. The law pays attention to the two-way interaction between modern packaging design and modern consumer psychology, and it is fully taken into account in the design so that the designed product packaging can better meet the psychological needs of consumers.

A wide range of consumer-driven wide range of packaging design

In the highly developed modern society, material products are greatly enriched, giving people more choice, and the economic development also determines the diversification of consumption. The diversification of consumption includes the diversification of consumer subjects and the diversification of objects. Consumers as consumers, there are differences in gender, age, personality, occupation, economy, culture, identity, and Other aspects, which determines that consumers have different values ​​in the purchase of goods, some of the purchase of goods is In order to pursue the use of value, some want to show their status and prestige through the purchase of goods, and others are to pursue the appreciation value of goods. As the object of consumption, the commodities, depending on their functions, contents, forms, shapes and colors, can have thousands of forms. Even the same kinds of goods are often full of sights. It is precisely because of the rich and colorful consumer goods in today's society that people's consumption presents a diversified trend. The diversification of consumption requires that modern packaging design forms also be diversified, so as to meet the needs of consumers of different identities in different ages and industries. In terms of packaging design style, there is advocating "minority is more than minimalism, advocates minimalist design, the pursuit of a simple and elegant packaging; there is a claim that packaging design into a strong local flavor of ruralism, with some natural, The natural materials and colors show the packaging design is very simple but without losing the modern style; there are all available in the packaging design can use technology, fully demonstrate the beauty of modern science and technology of high-techism; have stressed packaging, the environment, the community Harmony and unity with people, all from the perspective of human physiology and psychology to design, to maximize the creation of human comfort and healthy human design; have stressed the design of decorative, while boldly using bright colors and eye-catching text , advocates the absorption of materials from traditional culture and creation, the pursuit of a sense of humor, postmodernism, etc. u J. At the same time, modern science and technology also provide a material basis for the diversification of packaging design and implementation conditions, new The application of process flow, automation and computer integration has provided more and updated settings for packaging. Conceiving that the packaging of goods on the market is designed using modern science and technology in a variety of ways, with many levels and dazzling, we are surrounded by a colorful world of packaging.Obviously, we have entered an era of diversified design concepts. .

2 Personalized consumption leads to personalized packaging design

As the chairman of the Consumers Association of the United States, Alamatasha said: We are now entering the era of personalized consumption from the past of popular consumption, and the era of mass consumption is coming to an end. Today's consumers can boldly and freely follow the instructions in order to obtain special, distinctive services. In recent years, with the rapid development of China's economy, the living standard and consumption level of one person have been continuously improved, and the concept of value has become more and more individualized, which in turn requires the cultural color and emotional color of the goods, and requires the goods to reflect their unique qualities. At the same time, more and more goods are available, and supply exceeds demand. Consumers can pick and choose among many similar products. Consumers have become less and less satisfied with stereotyped products. Consumption has become an occasion and an opportunity for personal self-expression. Through consumption, you not only show your economic strength, but also your own occupation type, social status, personality traits, personal preferences, and aesthetic perspectives. It can also be said that the current consumption is more concerned with the quality of life and can express itself more subjectively. This trend is reflected in the purchase of goods. Specifically, some people pursue a certain brand, because this brand has become a reflection of his life's taste and personality traits; some people are pursuing trendy and fashionable goods and hope that they will always walk in the era. In the front, attention was paid to the people around us; others like to purchase special products that have strong self-esteem. The individualization of consumption is a product of social development and economic development. This phenomenon will also continue to change with the further development of human society. Whether or not a product's packaging design can be enjoyed by the public will depend to a large extent on whether it has a unique personality that is different from other similar products. At the same time, the enormous wealth of commodities also provides a variety of possibilities for the consumer's personalized consumption.

The personalization of consumption requires that packaging design has unique ideas. For example, Coca-Cola's bottle design not only enables consumers to generate brand recognition, but also becomes part of brand equity, resulting in a huge marketing effect. A bottle turned into a trademark. Coca-Cola believes that in places where people are only around the world, some people know that this is Coca-Cola. The reason is the unique and personalized design of Coca-Cola bottles. Coca-Cola's bottle shape is also known as the world's most famous bottle. The creative level of packaging design is synchronized with the research level of consumer psychology. The deeper the research on consumer psychology, the higher the level of creativity. Successful packaging design work always embodies the designer's creativity full of personality. It not only reflects the fashion of the times, but also reflects the designer's deep understanding of individual consumers' awareness, emotions and needs. It can be said that the more people's living standards improve, the more people will be able to produce personalized creative and personalized demands. The two may be formed at the same time.

3 Traction Specialized Packaging Design for Professional Consumption

We heard more and more information around us: a certain racket is worth more than a thousand dollars, and the camera of a particular person is over ten thousand yuan. It is not difficult to see that a certain family's full-range audio system is able to see the trend of consumer specialization. Is spreading. The specialization of consumption is the product of social development and economic development. First of all, from the perspective of social stratification, specialized consumption can be seen as a kind of segmentation between different people and different subculture groups. Compared with other consumption, it is not only a kind of conspicuous consumption that invests money, but also a difference between social class and lifestyle. Furthermore, with the continuous improvement of people's living standards, the increase in disposable income, and the specialization of consumer knowledge, consumers have turned from blind consumption to rational consumption and professional consumption. Specialized consumption has become an important way for people to promote themselves and gain personal satisfaction. Second, through the Internet or other channels, people can form informal groups on consumption. These informal groups are also reference groups that have important influence on participants in the concept of consumption. The breakthrough in science and technology plays an important role in modern packaging. New processes and new technologies provide more and more professional packaging conditions for modern goods. Modern new superb printing and plate making technologies provide more guarantees for achieving perfect results in all aspects of packaging. Art and science and technology are more closely combined, interacting with each other and restricting each other. The use of computer design tools makes it possible for designers to pursue more refined and perfect packaging designs. In the packaging design industry in developed countries and regions, large-scale design units and small-scale design groups complement each other, and the specialization of product companies will be matched. Such a mechanism will help high-quality designers play an exemplary role, facilitate information communication and technology exchanges, develop characteristic services, promote design innovation, and meet more specialized packaging design needs in the market. $Page break $

4 Green Consumer Calls Green Package Design

In the 21st century, the rapid development of science and technology and the mass production of industrialization brought great material satisfaction to people, but at the same time it also brought disasters and shadows to humanity. The haze, gray-black rivers, and piles of rubbish that can't be dispersed over the city over a long period of time have caused traditional concepts of interest consumption to be questioned. Today, more and more consumers are advocating for green energy consumption and environmental protection.

Green consumption, also known as sustainable consumption, refers to a new type of consumer behavior and process characterized by moderate control of consumption, avoidance or reduction of environmental damage, advocacy of nature and protection of ecology. It is in line with 3E and 3R, Econom.ic, Ecologica1, Equitable, Equitable, Reduce unnecessary, Reuse and Recy.cle . This includes not only the purchase and use of green products, but also the recycling of materials, the effective use of energy, the protection of living environments, the protection of species, and the consumption of substances and energy. The concept of green consumption has renewed the traditional concept of consumption where people were only concerned about personal consumption and seldom care about the interests of the social life environment. It combines consumer interests with the interests of protecting the living environment of human beings. It is considered that it is not desirable to replace fee benefits at the expense of the environment. , thereby resisting the purchase and consumption of products that produce environmental pollution during the production and consumption process. Green consumption has been widely recognized by the international community. The concept of green packaging design began in the mid-1970s.

With the increase of awareness of the environment and ecology protection of the whole society, the design institution has taken ecological protection into the new round of design thinking process from the consideration of the immediate interests and sustainable development of human beings. Green packaging design from the perspective of environmental protection, designed to create a pollution-free, beneficial to human health, is conducive to human survival and reproduction of the ecological environment. For example, the standards of department store packaging formulated by the Japan Department Stores Association Committee: packaging raw materials or devices must not endanger human health, and should minimize the use of packaging materials that are difficult to degrade after being discarded; try to reduce the packaging volume; the free volume inside the container should not exceed the product Two percent of the volume. The committee also insisted on adopting the simplest packaging method and even required zero packaging efforts. On the other hand, in China's packaging design market, the problem of excessive packaging of goods has been spoken for many years. Not only has it not changed, but it has become increasingly fierce. The green packaging design is not only a technical consideration, but also a change in concept. It requires the designer to give up the over-emphasis on the product innovation in the product design, and focus on the true design level. With more concise and lasting styling, the product will be energy-saving and environmentally friendly, and it will convey the green and humanistic spirit.

5 Fresh Consumer Forces Produce Fashionable Packaging Design

The 80th is a symbol that originated in the literary world and represents young people born after 1980. Yesterday, they were also considered to be children of today's world. Today, we