Consumer psychology research shows that consumers have complex psychological activities before and after purchasing goods, and the differences in age, gender, occupation, ethnicity, education level, social environment, etc., are divided into many different consumer groups and their respective The same consumer psychology. According to the survey results ofGuangzhou Huaisheng Packaging,.Co Ltd in recent years, the consumer psychology can be summarized into the following categories:
The main consumer psychology characteristic of most consumers in the consumption process is the pragmatic psychology. It is believed that the actual utility of the commodity is the most important. It is hoped that the commodity is convenient to use, cheap and good, and does not deliberately pursue the beauty of the appearance and the novelty of the style. Consumer groups holding realistic psychology are mainly mature consumers, working-class people, housewives, and elderly consumers.
2. Pursing beauty
Consumers with certain economic affordability generally have a desire for beauty, paying attention to the shape of the product itself and the external packaging, paying more attention to the artistic value of the product. The consumer groups holding the aesthetic psychology 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.
3. The psychology of looking for difference
Consumer groups with different psychology are mainly young people under the age of 35. This type of consumer group believes that the style of goods and packaging is extremely important, paying attention to novelty, uniqueness and individuality, that is, requiring packaging, color, graphics and other aspects to be more fashionable and more avant-garde, but the use value and price of the goods are not very high. care. In this consumer group, juvenile children account for a considerable proportion, for whom sometimes the packaging of products is more important than the product itself. For this group of consumers that cannot be ignored, their packaging design should highlight the characteristics of “newness” to meet their psychological needs.
In short, the psychology of consumers is complex and rarely maintains an orientation for a long time. In most cases, it is possible to combine two or more psychological requirements. The pursuit of psychological diversity has prompted product packaging, such as luxury gift box packaging to present the same diverse design style.