[China Packaging Network News] Consumer packaging experience is a guide for packaging design, in a sense, the consumer's experience determines the direction of packaging design and innovation.
DuPont's law tells us that 63% of consumers buy goods based on their packaging. This means that, in addition to relying on product innovation and high-quality, fast service to win, packaging is increasingly important. Packaging is a form of product in the overall product, it can make consumers have a desire to buy, thereby stimulating consumption.
In general, the consumer experience includes four processes:
The packaging design incorporates materials science, aesthetics, design, and visual communication. The purpose is to create new forms of packaging with new technologies, new materials, new processes, and new methods so as to guide the development of related materials, processes, and equipment technologies. Innovation. Sensory is the subjective reflection of the package's objective information and individual attributes in the consumer's brain. In layman's terms, the senses express that before the purchase, the consumer passes through the external sensory organs such as eyes, ears, nose, tongue, and body, and obtains individual preliminary information about the product and transmits it to the brain to form individual attributes for a product. The reflection. Therefore, the shape, color and composition of goods must be properly printed and represented on the packaging of goods so that consumers can see at a glance and people have a strong visual impact. Consumers are stunned by this and guide consumers to packaging. Feel the transition from "design for the public" to "design for me."
From the point of view of the senses, packaging information should be reduced as much as possible to achieve the "figurative" of packaging, typical packaging such as kiwi juice allows consumers to judge their ingredients from the appearance.
emotion
After having a preliminary understanding of the senses, the consumer's psychological activity develops into a subjective experience and experience of the commodity. This psychological process ultimately dominates the subjective attitude of the consumer to the commodity, and ultimately leads the consumer to generate a thought of buying or not buying. And decision making. Packaging, if it enables consumers to have a positive emotional experience, has a positive effect on purchasing desires and buying behaviors; on the contrary, it has an inhibitory effect. From the perspective of packaging technology, packaging can be unconventional, graceful, novel, and aesthetically pleasing, and it gives consumers a sense of trust in quality, which is necessary to guide consumers' positive emotions.
behavior
Behavior is the process of consumer's will and behavior in purchasing activities, that is, the process of determining the purchase target and putting it into practice. After consumers pass through the sensory and emotional stages, relevant product information obtained through the packaging of goods is summarized and screened at this stage, and an outline impression of the product and the subject's positioning are formed, and in combination with their own needs, the purchase action is decided. At this stage, advertising, self-use or other people's feelings of use, and the evaluation and testing of social media will have an important impact.
Reflection
After the consumers completed the above three processes, did they eventually purchase the product and did they obtain accurate guidance during the opening process? Whether the package opening process has the enthusiasm and the initiative to participate in the mobilization? Is there any brutal disassembly during the opening process? Did you see the product at first glance after opening? Is the product quality in line with expectations? These problems will accompany the consumers' psychological behavior-reflection in the whole process of packaging and using products. Good packaging can not only promote consumers from information perception to purchase decision-making to the final implementation of the purchase behavior, but also guide consumers to create a sense of integrity in the packaging products, and create loyalty to the brand, which is the difference between sales and marketing. If the consumer understands the situation through the purchase of the used product and the situation of the product known through the package, the consumer will leave a deep impression on the kind of packaging, resulting in a sense of trust, the next shopping will be the same or similar packaging special Favored; otherwise, it will refuse to buy.
In general, a good consumer experience package should satisfy:
Sensory stimulation of purchase behavior;
Emotions guide consumers' sense of integrity in products and packaging;
The behavior guides consumers to achieve positive emotions: open series actions before, during, and after opening;
Reflect on the formation of brand loyalty.
DuPont's law tells us that 63% of consumers buy goods based on their packaging. This means that, in addition to relying on product innovation and high-quality, fast service to win, packaging is increasingly important. Packaging is a form of product in the overall product, it can make consumers have a desire to buy, thereby stimulating consumption.
In general, the consumer experience includes four processes:
The packaging design incorporates materials science, aesthetics, design, and visual communication. The purpose is to create new forms of packaging with new technologies, new materials, new processes, and new methods so as to guide the development of related materials, processes, and equipment technologies. Innovation. Sensory is the subjective reflection of the package's objective information and individual attributes in the consumer's brain. In layman's terms, the senses express that before the purchase, the consumer passes through the external sensory organs such as eyes, ears, nose, tongue, and body, and obtains individual preliminary information about the product and transmits it to the brain to form individual attributes for a product. The reflection. Therefore, the shape, color and composition of goods must be properly printed and represented on the packaging of goods so that consumers can see at a glance and people have a strong visual impact. Consumers are stunned by this and guide consumers to packaging. Feel the transition from "design for the public" to "design for me."
From the point of view of the senses, packaging information should be reduced as much as possible to achieve the "figurative" of packaging, typical packaging such as kiwi juice allows consumers to judge their ingredients from the appearance.
emotion
After having a preliminary understanding of the senses, the consumer's psychological activity develops into a subjective experience and experience of the commodity. This psychological process ultimately dominates the subjective attitude of the consumer to the commodity, and ultimately leads the consumer to generate a thought of buying or not buying. And decision making. Packaging, if it enables consumers to have a positive emotional experience, has a positive effect on purchasing desires and buying behaviors; on the contrary, it has an inhibitory effect. From the perspective of packaging technology, packaging can be unconventional, graceful, novel, and aesthetically pleasing, and it gives consumers a sense of trust in quality, which is necessary to guide consumers' positive emotions.
behavior
Reflection
After the consumers completed the above three processes, did they eventually purchase the product and did they obtain accurate guidance during the opening process? Whether the package opening process has the enthusiasm and the initiative to participate in the mobilization? Is there any brutal disassembly during the opening process? Did you see the product at first glance after opening? Is the product quality in line with expectations? These problems will accompany the consumers' psychological behavior-reflection in the whole process of packaging and using products. Good packaging can not only promote consumers from information perception to purchase decision-making to the final implementation of the purchase behavior, but also guide consumers to create a sense of integrity in the packaging products, and create loyalty to the brand, which is the difference between sales and marketing. If the consumer understands the situation through the purchase of the used product and the situation of the product known through the package, the consumer will leave a deep impression on the kind of packaging, resulting in a sense of trust, the next shopping will be the same or similar packaging special Favored; otherwise, it will refuse to buy.
In general, a good consumer experience package should satisfy:
Sensory stimulation of purchase behavior;
Emotions guide consumers' sense of integrity in products and packaging;
The behavior guides consumers to achieve positive emotions: open series actions before, during, and after opening;
Reflect on the formation of brand loyalty.
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