Consumer-oriented packaging design

Abstract: Consumer insight is a new concept emerging in the design and marketing community. It directly affects the development of various disciplines such as design, marketing, and planning. Through the preliminary discussion of consumer insights, the new requirements and ideas of consumers for modern packaging design are put forward, and the important guiding role of consumer insight in packaging design is elaborated.

Keywords: consumer insight; packaging design; purchase system

With the development of modern civilization and unprecedented prosperity of major information media, consumers’ aesthetic appreciation ability has been continuously improved. Consumers’ understanding of packaging design is more rational and individual than in the past, and they are eager to seek new ones in numerous and complicated packaging. Experience. The vastness of the material world has brought about a continuous increase in consumer demand for packaging design. People are no longer just satisfied with the pursuit of material needs, and more consideration has been given to the expression of packaging from the intrinsic quality of products to the transmission of cultural connotations. , and the pursuit of personality and hope. For designers, how to accurately perceive the psychological needs and changes of consumers and design packages that are forward-looking and meet the needs of consumers has become a necessary and practical value. Consumer insights have begun to occupy a pivotal position in modern packaging design.

l Definition of consumer insight

Consumer insight is a new concept that emerges in the design and marketing world today. As far as the definition is concerned, many people have had some different insights into consumer insights. To sum up, they can make such a generalization of consumer insights: insight is not observation, Observations merely record what people say and do, often only on a purely data level. Consumer insight is the most basic driving force for consumer behavior and preferences. It is the result of a combination of consumer psychology, goals, behavior, and processes. Consumer insight is the fundamental factor that guides consumers to purchase the system.

2 Consumer Purchase System

The consumer purchasing system is built on the basis of consumer insight. It divides people's buying behavior into six stages: motivation, consideration, search, selection, purchase, and use experience (see Figure 1). The system enables the complex and diversified purchase behaviors to be organized and clear, which helps people to effectively and effectively analyze the purchase behavior and adopt corresponding market strategies. The consumer purchasing system is a circular and constantly updating organism. Consumers accumulate their own consumer experience by completing the process from purchasing motivation to using experience. These consumer experiences influence the next purchase motivation and become the next purchase behavior. The starting point. Any change in any part of the consumer purchasing system will inevitably cause changes in the entire process. Therefore, this requires the business to have a 360-degree insight into the consumer and provide consumers with a full-service satisfaction service. Only in this way can the consumer be effectively formed and formed. Your own brand loyalty.

3 360 degree insight into consumers

Commodity packaging is the epitome of corporate market strategy. People's understanding of products generally begins with the understanding of packaging. As a silent salesperson on the market, packaging must win the hearts of consumers at every stage of the purchase behavior in order to complete its mission. In the entire purchase system, it not only has to visually attract specific consumer groups to produce the expected purchase behavior, but also psychologically captures consumers' excitement and desire for purchase. The following is an example of the purchase behavior of Mengniu sour milk to analyze the important role of packaging design elements in various stages of the consumer purchase system (see Table 1).

Table 1 analyzes consumer purchase behavior and various psychological and behavioral processes, and visually analyzes the significant influence of packaging in the market purchase action. The color, structure, graphics, text, connotation, personality and other elements of the packaging play a unique role in the purchase action. Any change in one element may affect the consumer's buying psychology and final purchase behavior. They are unified with each other. In a large package, an excellent package is a unity of all factors, rather than simply stacked. Therefore, in the packaging design should be 360-degree insight into consumers, with the specific group of consumer characteristics as a guide to accurately deal with the packaging design factors and make it a harmonious unity. Only in this way can it be favored by consumers, can they remain invincible in the fierce market competition.

4 Consumers' New Requirements for Modern Packaging Design

Although each consumer has his or her own personality and unique purchase system, people have common requirements and needs for the requirements of product packaging design. Based on consumer insights, in packaging design, in addition to paying attention to the basic requirements of the consumer's objective requirements, practical requirements, aesthetic requirements, cultural requirements, and individualized requirements for packaging, attention should also be paid to the New requirements for packaging design.

4.1 Diversity requirements

For the packaging of goods, each person's needs in variety, color, specifications, and personality are not the same and have differences in their habits. This diversification of demand determines that product packaging design must meet the requirements of consumer diversity, giving consumers more choice to expand the audience. At the same time, the diversity of commodity packaging can also be represented as series and alternatives to meet consumer demand for scalability and substitutability.

4.2 Development Requirements

With the development of economy, people's purchasing ability and aesthetic ability are also correspondingly improved; with the advancement of science and technology, the production process is also updated. Consumers are constantly updating new generations of consumer goods, prompting the development of consumer demand. This requires that the packaging of goods must also be of a developmental nature. Both in the packaging materials and in the visual communication must satisfy the constant development of consumers.

4.3 Hierarchical requirements

Due to differences in living conditions, people's needs are hierarchical, and consumer psychology can be divided into three different phases, namely, surviving consumer psychology, superior consumer psychology, and free consumer psychology. To win more consumers, we must accurately grasp the economic status of the target consumer groups and the level of consumer psychology, and integrate this level of integration into the packaging design, design a variety of packaging to meet the level of consumer Claim.

4.4 Age requirements

Consumer needs are often influenced by factors such as the spirit of the times, fashion and environment. The development of society and the progress of science have made consumer demand even more time-honored. For example, with the acceleration of the pace of life, convenient and fast food packaging emerged. At the same time, the finished product and semi-finished products of food have also put forward new requirements and considerations for packaging design. At the same time, integrating the cultural factors of the times into the packaging design is also a concrete embodiment of meeting the requirements of consumers' time. For example, on the packaging of Mengniu Sour Milk, the super female student represents the fashion culture appeal of the younger generation, and Mengniu Sour and sour milk is on the market. The buzz is largely due to the influence of fashion culture.

4.5 scalability requirements

Consumer demand for goods will change to varying degrees as the level of purchasing power changes. Strong purchasing power requires high grades of goods, and vice versa. This kind of consumption scalability has different performance in different commodity categories. For example, the demand for daily consumer goods is small, and the demand for social products, enjoyment, and development goods is more flexible. There are many varieties, high grades, and styles. The new packaging design can meet their needs.

4.6 Seasonal requirements

Seasonal changes will bring about changes in the physical and psychological needs of consumers. For example, cool in summer and warm in winter. In the packaging design of goods, we should pay attention to the seasonality of sales, and integrate the physiological and cultural factors in different seasons and cultures into the packaging, which cannot give people an outdated sense. For example, before the Spring Festival every year, Coca-Cola will dress up new packaging, combine traditional Chinese elements in the packaging of Chinese culture, give people a feeling of joy, warmth, and auspiciousness, which greatly satisfy consumers' auspicious and happy feeling during the Spring Festival. demand.

5 Take one more step in packaging design

The point of view of marketing is that we often provide some unexpected benefits to consumers. Consumers will increase their recognition from brand to love and help companies establish brand loyalty L2J. One more step is to think more, do more, and be more than others. In consumers, taking a step forward is to do better than consumer expectations and provide consumers with unexpected surprises or benefits. For example, the packaging of the Mystic Blue Storm laundry detergent not only has all the advantages of a general package design, but also a device designed to hold the opening of the package so that the detergent powder is opened after the package is opened. It will not get wet or withdraw because it cannot seal. This method of mystery is undoubtedly one step ahead of the consumer's expectations and a step ahead of the competitors, and therefore has achieved a good market effect. In the fierce market competition, only by doing a little better than others, one step ahead of others will build their own advantages and will be noticed and loved by others. Packaging design is not only a simple satisfaction of consumer demand, but also a guide for consumers. Integrating the concept of “going further” into packaging design is an effective way to establish brand advantage in consumer behavior.

6 Conclusion

In today's intensified market competition and the increasingly quest for humanity, packaging design should pay more attention to the great role and influence of consumer insights. Packaging design based on consumer insights will also be more in line with consumers and have more market potential. Competitiveness. It is our common goal to establish a personal, orderly, and healthy product packaging environment for consumers.

Huang Weiguo, Yang Junshun
(Shaanxi University of Technology

Source: Packaging Engineering