1, realistic psychology
The main consumer psychology feature of most consumers in the consumption process is the realistic psychology, and it is believed that the actual utility of the goods is the most important. It is hoped that the products will be convenient to use and inexpensive, and they will not deliberately pursue the appearance of appearance and novel styles. The consumer groups that hold the truth-seeking psychology are mainly mature consumers, working-class people, housewives, and elderly consumer groups.
2, seeking beauty psychology
Consumers with a certain degree of economic affordability generally have the psychology of seeking beauty, pay attention to the shape of the product itself and external packaging, and pay more attention to the artistic value of the goods. The consumer groups that hold the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the performance of aesthetic values and psychology.
3, seeking differences
The consumer groups that hold the psychology of seeking differences are mainly young people under the age of 35. This category of consumer groups believes that the style of goods and packaging is extremely important. It is novel, unique, and personal. It means that the shape, color, and graphics of the packaging are more fashionable and more avant-garde. However, the value and price of the goods are not very high. care. In this consumer group, juvenile children and young children occupy a considerable proportion, for them sometimes the packaging of the product is more important than the product itself. For this group of non-negligible consumer groups, their packaging design should highlight the characteristics of "novelty" to meet their psychological needs for differences.
4, Herd mentality
Herd mental consumers are happy to cater to popular trends or follow the example of celebrities. Such consumer groups have a wide range of ages because various media media promote fashion and celebrity to promote the formation of such psychological behavior. For this reason, packaging design should grasp the trend of popularity, or directly introduce a product spokesperson that is deeply loved by consumers and improve the reliability of the product.
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