First, evoke attention is the beginning of success
One of the main contents of marketing research is the so-called “4P strategyâ€, namely Product, Place, Sales Promotion and Product Pricing. However, the central issue of the "4P strategy" is to study how to meet consumer needs. In fact, the needs of consumers are the determinants of the success of corporate marketing. Therefore, the features concerning consumer needs, purchase motivations, and purchase behaviors have become the focus of business attention.
According to the psychological point of view, the need is due to the stimulation of objective factors, a complex psychological process in the minds of consumers. Here, stimulation is the inducement that causes consumers to need. Of course, this kind of stimuli first causes consumers' attention to the goods. Judging from the aesthetic effects of commodity packaging, attracting consumers’ attention is the first step, and it is an important step in the promotion process. Because attention is the beginning of understanding things, it is the precondition for consumers to have consumption motives and take consumption actions.
Research in consumer psychology tells us that in general, there are four stages in the psychological process of commodity packaging acting on consumers: awakening attention, interest, desire, and action. Abbreviated "AIDA". This shows that arousing attention is the beginning of successful promotions. Aesthetic psychology believes that the arousal of attention itself is the initial satisfaction of desire, followed by the generation of interest, and the emergence of the desire to buy. Of course, this requires the packaging of goods, must have the charm of aesthetic art.
Attention is the orientation and concentration of a person's mental activity to a specific object, thus making the person in a positive psychological state. So pay attention to playing an important role in human activities. It guarantees that people can respond to the status of objective things in a timely and accurate manner. Therefore, in the process of product sales, whether the packaging of products can arouse people's attention is the key to whether the product packaging can play the role of a silent “promotional staffâ€. The educator Ushinsky said that attention is the only gateway to people’s hearts. Only by opening this portal can the consumer's interest be generated and the consumer will have a desire to purchase, resulting in a successful promotion.
Second, the characteristics and rules of attention
Since attention is paid to the important role of this psychological phenomenon in the promotion of merchandise, understanding and grasping the characteristics and laws of attention has a very important significance for the design of merchandise packaging and even the entire printing design. So, what are the characteristics of attention?
Note that there are two major characteristics: directionality and concentration.
The directionality of attention refers to the fact that a person chooses only one thing at a moment and then leaves other things. Social life is rich and varied, and it is impossible for people to perceive everything around them at the same time. In this way, there are choices and directions.
The concentration of attention is to focus on certain things in the mental activities so that the pointed things are more clearly reflected in the mind. When people select certain things as the objects of attention, they also suppress the psychological activities of other things, and devote their energy to the things, so as to have a clear and complete impression of the things.
From the point of view of physiological mechanism, attention is a directional reflex activity of people on objective things. Whenever a different stimulus occurs, the person will have a corresponding mental activity, so that their own sense organs are oriented toward the stimuli, thus more clearly and comprehensively reflect this object.
Attention itself is not an independent psychological activity. It is accompanied by psychological processes such as feeling, perception, memory, and thinking. It also plays a sustained and in-depth role in various psychological activities.
The forms of people's attention are varied. From the point of view of the occurrence of attention, it can be divided into two kinds of attention and intentional attention.
There is no intention to pay attention to the fact that there is no intended purpose beforehand, and no need to pay attention to will. If everyone is in a meeting, suddenly a stranger pushes in, and everyone will turn his head to notice the arrival. Therefore, there is no intention of attention being passive and involuntary. Therefore, it is also called involuntary attention. Tourists in general shopping malls are unwilling to pay attention.
Intentional attention refers to the intended purpose and, if necessary, the attention of the will. A consumer with a clear goal must consciously pay attention to the goods he needs, and turn a blind eye to other commodities around him. The intention to pay attention is the uniqueness of human beings, the attention of the will and control.
Although there are differences between unintentional attention and intentional attention, they are intertwined and can be transformed in real life. For example, by accidentally discovering a novel commodity, it caused our unintentional attention. Under the control of curiosity, we conducted a purposeful and conscious observation and understanding of this. Attention at this time became an intentional attention.
Third, flexible use of no intention to pay attention to the law
Unintended attention is caused by the characteristics of the stimuli and the internal conditions of the person. Therefore, in the printing design, we must not only be good at using the characteristics of stimulants, but also take into account the needs and interests of consumers, and use unique designs to attract consumers' attention.
First, use colors correctly. When people observe things outside, it is color that first draws attention. Color is the visual signal that is most sensitive to human visual stimuli and reflects the fastest. Attention to color accounts for about 80% of human vision, and attention to shape only accounts for about 20%. The beauty of color is the easiest for people to feel. Therefore, in print design, the stimulating effect of color on people should be used correctly so that consumers can have a strong aesthetic interest at a glance.
Different colors, its light waves on the human retina, so that people feel different. Red gives people a feeling of enthusiasm and passion. People use it to express information such as fiery and masculine. White gives people a feeling of freshness and purity. People use it to express clean, cold and other information. Black gives people a sense of seriousness, stability, etc., and people use it to convey information such as solemnity and sorrow. Yellow gives people feelings of joy, warmth, etc., and people use it to convey information such as light and hope. Blue gives rise to feelings of elegance, depth, wideness, etc., and people use it to express high-tech, future information. Greenness causes a feeling of tranquility and health. People use it to express information such as growth and security. This fully reflects the great influence of color on human psychology, and thus constitutes the aesthetic characteristics of color.
Second, give full play to the role of patterns. The pattern of packaging and decoration includes photographs, paintings, decorations, patterns, reliefs, etc. It is an important form of artistic expression for packaging and decorating, and it is also an important means for enhancing the effect of aesthetic art. The design of the pattern should be properly decorated, beautifying, and scientifically reasonable. The brand features of the product should be fully displayed so that consumers can identify the product through the pattern of the trademark. For example, the "Snow Lotus" brand cashmere sweater box, the box of snow lotus is the use of embossing method, the pattern protruding paper, so that snow lotus showing a white relief effect is very beautiful. The soft, light green color of the carton makes the entire box unique and eye-catching.
Third, the unique artistic style. Although packaging and decoration are not merely artworks, they are an extremely creative application art that serves the sale of goods. All arts are style-conscious. There must be a national style and a personal style. Packaging and decoration should also highlight the characteristics of the goods. In fact, all goods with Chinese ethnic characteristics are very popular with foreign investors. Or Mr. Lu Xun said it well: “There is a local color, it is easy to become the world, that is, for the attention of other countries.†In addition, if the product's image is distinct and individual, it must have new ideas to make packaging and decoration The overall design is unique. Without a unique aesthetic style of packaging and decoration, it is impossible to leave a deep impression on consumers.
Fourth, actively use intentional attention to the law
Purpose is the basic feature of intentional attention. Therefore, for the consumer with the goal of purchase, the packaging of the goods should accurately convey the goods information to them, so that they will be able to see what they know.
First, design cleverly "honest packaging." Consumers' attention and interest in products are mainly achieved through packaging. Therefore, drawing a product graphic on a package, printing a color picture of a product, or skillfully opening a transparent window on the package to convey the product information in a real and intuitive manner is a good way to obtain consumer understanding and trust and stimulate purchase desire. Successful packaging is also an honest package. The information it conveys should be consistent with the actual condition of the product. The low-end products are packaged in luxury, which can make people feel deceived. Similarly, luxury products can not be used low-grade packaging. For example, in the past, when China exported ginseng, it was once wrapped in sacks. Foreign businessmen suspected that they were fake and shoddy products. It can be seen that the use of packaging and decoration to boast or cover up the quality and function of products is a failure.
Second, the proper use of product image color. For a long time, people have a relatively stable understanding of what colors represent what commodities. For example, brown represents tea, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown represents coffee. The color representing a certain commodity is called its representative color. The intention is to pay attention to stability. Therefore, the packaging patterns and colors cannot violate the habits that people have already formed. Otherwise, it is easy to misunderstand. According to the relevant information, butter is not packaged in yellow and used in other colors, resulting in unsalable products; coffee is packaged in blue and nobody cares.
Third, use "AIDA" for text design. Text is an important part of packaging and decorating. From a design point of view, the texts of packaging and decorating are three types: descriptive, informative and subjective. Due to the intention to pay attention to the characteristics of being subject to the will, therefore, in the text design should make full use of the advantages of the text in the rational propaganda and have a deep influence on the will of the people, in order to strengthen the will power to regulate and dominate the consumer's intentional attention . According to the "AIDA" theory, descriptive or informative texts for packaging and decorating should have the following functions:
1. Has influence and can arouse consumers' attention;
2. To enable consumers to have a correct understanding of the product, difficult to get answers, can arouse consumers' interest;
3. Adapt to the psychological characteristics of consumers, inspire consumers' desire to buy;
4. Has strong explanatory power, leading consumers to take purchase actions.
The most striking feature of the packaging and decoration is the body text. For example, the national wine and Langjiu, one of Sichuan’s “six golden flowersâ€, are printed with an extraordinarily large “Lang†character on the box and bottle. The powerful and powerful Lang characters range from red to purple, and they are the culmination of many wine packages. They are accompanied by the advertising words “to hold a century-old cellar and be a happy fairy†and are concise and concise, causing people’s imagination.
One of the main contents of marketing research is the so-called “4P strategyâ€, namely Product, Place, Sales Promotion and Product Pricing. However, the central issue of the "4P strategy" is to study how to meet consumer needs. In fact, the needs of consumers are the determinants of the success of corporate marketing. Therefore, the features concerning consumer needs, purchase motivations, and purchase behaviors have become the focus of business attention.
According to the psychological point of view, the need is due to the stimulation of objective factors, a complex psychological process in the minds of consumers. Here, stimulation is the inducement that causes consumers to need. Of course, this kind of stimuli first causes consumers' attention to the goods. Judging from the aesthetic effects of commodity packaging, attracting consumers’ attention is the first step, and it is an important step in the promotion process. Because attention is the beginning of understanding things, it is the precondition for consumers to have consumption motives and take consumption actions.
Research in consumer psychology tells us that in general, there are four stages in the psychological process of commodity packaging acting on consumers: awakening attention, interest, desire, and action. Abbreviated "AIDA". This shows that arousing attention is the beginning of successful promotions. Aesthetic psychology believes that the arousal of attention itself is the initial satisfaction of desire, followed by the generation of interest, and the emergence of the desire to buy. Of course, this requires the packaging of goods, must have the charm of aesthetic art.
Attention is the orientation and concentration of a person's mental activity to a specific object, thus making the person in a positive psychological state. So pay attention to playing an important role in human activities. It guarantees that people can respond to the status of objective things in a timely and accurate manner. Therefore, in the process of product sales, whether the packaging of products can arouse people's attention is the key to whether the product packaging can play the role of a silent “promotional staffâ€. The educator Ushinsky said that attention is the only gateway to people’s hearts. Only by opening this portal can the consumer's interest be generated and the consumer will have a desire to purchase, resulting in a successful promotion.
Second, the characteristics and rules of attention
Since attention is paid to the important role of this psychological phenomenon in the promotion of merchandise, understanding and grasping the characteristics and laws of attention has a very important significance for the design of merchandise packaging and even the entire printing design. So, what are the characteristics of attention?
Note that there are two major characteristics: directionality and concentration.
The directionality of attention refers to the fact that a person chooses only one thing at a moment and then leaves other things. Social life is rich and varied, and it is impossible for people to perceive everything around them at the same time. In this way, there are choices and directions.
The concentration of attention is to focus on certain things in the mental activities so that the pointed things are more clearly reflected in the mind. When people select certain things as the objects of attention, they also suppress the psychological activities of other things, and devote their energy to the things, so as to have a clear and complete impression of the things.
From the point of view of physiological mechanism, attention is a directional reflex activity of people on objective things. Whenever a different stimulus occurs, the person will have a corresponding mental activity, so that their own sense organs are oriented toward the stimuli, thus more clearly and comprehensively reflect this object.
Attention itself is not an independent psychological activity. It is accompanied by psychological processes such as feeling, perception, memory, and thinking. It also plays a sustained and in-depth role in various psychological activities.
The forms of people's attention are varied. From the point of view of the occurrence of attention, it can be divided into two kinds of attention and intentional attention.
There is no intention to pay attention to the fact that there is no intended purpose beforehand, and no need to pay attention to will. If everyone is in a meeting, suddenly a stranger pushes in, and everyone will turn his head to notice the arrival. Therefore, there is no intention of attention being passive and involuntary. Therefore, it is also called involuntary attention. Tourists in general shopping malls are unwilling to pay attention.
Intentional attention refers to the intended purpose and, if necessary, the attention of the will. A consumer with a clear goal must consciously pay attention to the goods he needs, and turn a blind eye to other commodities around him. The intention to pay attention is the uniqueness of human beings, the attention of the will and control.
Although there are differences between unintentional attention and intentional attention, they are intertwined and can be transformed in real life. For example, by accidentally discovering a novel commodity, it caused our unintentional attention. Under the control of curiosity, we conducted a purposeful and conscious observation and understanding of this. Attention at this time became an intentional attention.
Third, flexible use of no intention to pay attention to the law
Unintended attention is caused by the characteristics of the stimuli and the internal conditions of the person. Therefore, in the printing design, we must not only be good at using the characteristics of stimulants, but also take into account the needs and interests of consumers, and use unique designs to attract consumers' attention.
First, use colors correctly. When people observe things outside, it is color that first draws attention. Color is the visual signal that is most sensitive to human visual stimuli and reflects the fastest. Attention to color accounts for about 80% of human vision, and attention to shape only accounts for about 20%. The beauty of color is the easiest for people to feel. Therefore, in print design, the stimulating effect of color on people should be used correctly so that consumers can have a strong aesthetic interest at a glance.
Different colors, its light waves on the human retina, so that people feel different. Red gives people a feeling of enthusiasm and passion. People use it to express information such as fiery and masculine. White gives people a feeling of freshness and purity. People use it to express clean, cold and other information. Black gives people a sense of seriousness, stability, etc., and people use it to convey information such as solemnity and sorrow. Yellow gives people feelings of joy, warmth, etc., and people use it to convey information such as light and hope. Blue gives rise to feelings of elegance, depth, wideness, etc., and people use it to express high-tech, future information. Greenness causes a feeling of tranquility and health. People use it to express information such as growth and security. This fully reflects the great influence of color on human psychology, and thus constitutes the aesthetic characteristics of color.
Second, give full play to the role of patterns. The pattern of packaging and decoration includes photographs, paintings, decorations, patterns, reliefs, etc. It is an important form of artistic expression for packaging and decorating, and it is also an important means for enhancing the effect of aesthetic art. The design of the pattern should be properly decorated, beautifying, and scientifically reasonable. The brand features of the product should be fully displayed so that consumers can identify the product through the pattern of the trademark. For example, the "Snow Lotus" brand cashmere sweater box, the box of snow lotus is the use of embossing method, the pattern protruding paper, so that snow lotus showing a white relief effect is very beautiful. The soft, light green color of the carton makes the entire box unique and eye-catching.
Third, the unique artistic style. Although packaging and decoration are not merely artworks, they are an extremely creative application art that serves the sale of goods. All arts are style-conscious. There must be a national style and a personal style. Packaging and decoration should also highlight the characteristics of the goods. In fact, all goods with Chinese ethnic characteristics are very popular with foreign investors. Or Mr. Lu Xun said it well: “There is a local color, it is easy to become the world, that is, for the attention of other countries.†In addition, if the product's image is distinct and individual, it must have new ideas to make packaging and decoration The overall design is unique. Without a unique aesthetic style of packaging and decoration, it is impossible to leave a deep impression on consumers.
Fourth, actively use intentional attention to the law
Purpose is the basic feature of intentional attention. Therefore, for the consumer with the goal of purchase, the packaging of the goods should accurately convey the goods information to them, so that they will be able to see what they know.
First, design cleverly "honest packaging." Consumers' attention and interest in products are mainly achieved through packaging. Therefore, drawing a product graphic on a package, printing a color picture of a product, or skillfully opening a transparent window on the package to convey the product information in a real and intuitive manner is a good way to obtain consumer understanding and trust and stimulate purchase desire. Successful packaging is also an honest package. The information it conveys should be consistent with the actual condition of the product. The low-end products are packaged in luxury, which can make people feel deceived. Similarly, luxury products can not be used low-grade packaging. For example, in the past, when China exported ginseng, it was once wrapped in sacks. Foreign businessmen suspected that they were fake and shoddy products. It can be seen that the use of packaging and decoration to boast or cover up the quality and function of products is a failure.
Second, the proper use of product image color. For a long time, people have a relatively stable understanding of what colors represent what commodities. For example, brown represents tea, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown represents coffee. The color representing a certain commodity is called its representative color. The intention is to pay attention to stability. Therefore, the packaging patterns and colors cannot violate the habits that people have already formed. Otherwise, it is easy to misunderstand. According to the relevant information, butter is not packaged in yellow and used in other colors, resulting in unsalable products; coffee is packaged in blue and nobody cares.
Third, use "AIDA" for text design. Text is an important part of packaging and decorating. From a design point of view, the texts of packaging and decorating are three types: descriptive, informative and subjective. Due to the intention to pay attention to the characteristics of being subject to the will, therefore, in the text design should make full use of the advantages of the text in the rational propaganda and have a deep influence on the will of the people, in order to strengthen the will power to regulate and dominate the consumer's intentional attention . According to the "AIDA" theory, descriptive or informative texts for packaging and decorating should have the following functions:
1. Has influence and can arouse consumers' attention;
2. To enable consumers to have a correct understanding of the product, difficult to get answers, can arouse consumers' interest;
3. Adapt to the psychological characteristics of consumers, inspire consumers' desire to buy;
4. Has strong explanatory power, leading consumers to take purchase actions.
The most striking feature of the packaging and decoration is the body text. For example, the national wine and Langjiu, one of Sichuan’s “six golden flowersâ€, are printed with an extraordinarily large “Lang†character on the box and bottle. The powerful and powerful Lang characters range from red to purple, and they are the culmination of many wine packages. They are accompanied by the advertising words “to hold a century-old cellar and be a happy fairy†and are concise and concise, causing people’s imagination.
Plastic items,Eye product Co., Ltd. , http://www.zjmakeuppackaging.com