Humanized Packaging Design of Modern Goods

Abstract : According to the misunderstandings in the actual packaging, based on the psychological needs of consumers, this paper puts forward the idea of ​​humanized packaging that satisfies the modern consumer psychology, and discusses the basic principles and concrete measures of the humanized packaging design of modern commodities.

Keywords: commodity humanized packaging design

The humanized packaging of goods, simply put, is to allow consumers to have a good feeling in contact with the goods, reflect the affinity and reputation of the goods, deliver product information beneficial to consumers, and reflect the understanding and care of consumers. It serves as a terminal sales tool and communicates one-on-one with direct consumers.

1 Background

The psychological activity of consumers is extremely delicate, and people often buy goods based on their own impressions. The psychology test of goods packaging to consumers shows that beauty and ugliness, elegance and vulgarity, attention and exclusion, these psychological feelings caused by packaging directly affect the purchase behavior. In today's society, personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption also puts higher requirements on the design of packaged goods. In today's highly homogenized products, the packaging of products also has the phenomenon of “homogenization”. Consumers are not concerned with fancy drawings, but whether their feelings are respected, whether the products have affinity, and whether they embody the taste of the target group. lifestyle. This requires designers to deepen their lives in the design of packaging, pay attention to the human nature of the grasp, grope the law of packaging design and consumer psychology, so as to improve the humanization of packaging design, and urge consumers to purchase goods.

2 Misunderstandings of modern commodity packaging design

The exquisite packaging can add color to the merchandise, and clear the way for the sale of the goods. However, in the process of implementing the packaging strategy, care should be taken to avoid two errors:

1) One-sided pursuit of product packaging effects. Many companies not only pay attention to the packaging problem, but also have achieved remarkable economic benefits by exploring the “package function”. However, some companies improperly use packaging strategies to unilaterally pursue the “packaging effect” of commodities, making some counterfeit and inferior commodities popular under the exquisite packaging outerwear, greatly infringing the interests of consumers, and failing to achieve the humanization of commodity packaging. Between packaging of goods and the body of goods, packaging is only an auxiliary means and is a secondary aspect of contradiction. In the market competition, the product ontology is still the first. When the merchants implement the packaging strategy, they must put the relationship between the packaging and the goods in order to avoid the "defective" packaging. The close contact with the humanized needs of consumers has always been a top priority for companies.

2) The packaging design is frivolous. This situation means that the packaging of the goods exceeds the required level, and unnecessary protection or beautification of the packaging is formed. The manifestations are excessive consumption of materials, excessive weight, excessive internal volume, excessive volume, and excessive use of materials. Files, decorating, over-costing, etc., greatly exceed the requirements for the protection and beautification of goods, giving consumers a false sense of misrepresentation. This kind of over-packaging not only did not play the role of beautification and promotion that it should have. On the contrary, it gave consumers a sense of burden and created a rebellious psychology. And excessive packaging will increase some unnecessary costs and increase packaging costs. Making full use of the charm of packaging to promote sales is legitimate, legitimate and understandable, but only under the premise of moderate packaging, can play a promotional value-added role.

3 Basic principles of humanized packaging design

Humanized packaging design and consumer-centric integrated marketing, as well as the existence of 4c combination: the customer's desires and needs (Customer need), to meet the demand cost (Cost), to achieve the demand for convenience (Convenience), to achieve The communication required by the demand. These will have an important impact on humanized packaging design.

1) Consumers' psychological needs for packaging design. As a good package, the designer must understand the customer's real needs for the product. For a gift, for example, the consumer may be more concerned about its packaging quality, and the size of the package will be selected based on the use of the gift. If it is a product used by oneself or a family member, the package only needs to function as a product that is easy to carry or protect. Some products are used to highlight the honor and status of consumers, and more products are just for the needs of consumers. Only by identifying the specific consumer groups can packaging design reflect the personal needs of consumers.

2) Consumers' cost requirements for packaging design. Packaging is used to reflect the value of products, rather than weakening the value of products. Over-grade or too-low-grade packaging will weaken the product value. Therefore, customers must be clear about the cost of packaging needs that the product is willing to bear, so as to induce rational consumers' desire to purchase. . For example, fast-moving consumer goods that consumers need for a long time will not want to pay more for the packaging, and they want to simplify packaging.

3) Convenience needs of consumers for packaging design. The packaging that consumers expect is often implied in the convenience of consumption. The self-weight of a package, the ease with which a package can be opened, and the ease with which it is carried can affect the purchase decisions made by consumers. In the past, many plastic packagings had to be opened with the help of teeth or scissors. Most of these types of packaging now have a small mouth and can be opened with a light touch. This takes into account the convenience of the needs and reflects the concern of consumers.

4) Consumers' communication needs for packaging design. The communicative nature of packaging refers to the function of packaging information transmission. Often a package that is easy to impress customers is always illustrated, such as the cartoon image of Wangzai milk and the can body. When you look at it again, the words that I drank would be happy. There are some products that contain both history and culture, and often have very beautiful texts mixed in them, and the power of words is enough to lead the minds of consumers in a moment.When a product is packaged, it can use graphics or words to communicate with consumers. Leading the consumer, the packaging of this product is undoubtedly a success.

4 Ways to Achieve Humanized Packaging Design

In a dazzling array of packaging, the vast majority of products are able to meet the needs and desires of consumers, but consumers always choose only the products they like. In addition to the popularity and satisfaction of the product itself, whether packaging design understands and focuses on the real needs of consumers also influences consumers to make purchasing decisions.

1) Humanized packaging design must be able to impress consumers. Humanized packaging should come from life and have spirituality. It may be a trace of the details of a certain life. The spirituality of packaging refers to the affinity and communication power that packaging should have, and the inherent quality that the product itself impresses consumers.

(1) Humanized packaging design comes from culture. There are many commodities that have a lot of cultural heritage. However, because the designers lack understanding of the history and humanistic connotation of the product, the designed packaging often does not show the quality of the product. Once the packaging design of a product can restore its own cultural connotation, consumers will often be convinced, and thus be highly concerned and favored by consumers.

(2) Humanized packaging design comes from emotions. The multi-dimensionality and diversity of consumer psychology determine that product packaging design must have multiple emotional appeals to attract specific consumer groups. If a certain brand of chocolate, its packaging design can always move people, red roses let you give it to your favorite people, snow with the shape of the house for you to give you the most missed family?? contains a rich emotional appeal of chocolate No longer just a sweet incarnation. Different packaging designs may transform it into angels, Santa Clauses, and friendships. Such humanized packaging will always make consumers feel touched and forget their unfair prices.

(3) Humanized packaging design comes from the details. In today’s segmented marketing era, consumers need businesses to observe, understand, and satisfy him in detail. The same is true of packaging, and a package that impresses consumers should reflect the attention of manufacturers to the details of consumers. Zhejiang has a little bit of fruit milk, because it has introduced a rotary lid to successfully solve the problem of secondary pollution when using straws to drink fruit milk, which has received much praise from the market. When shopping in the supermarket, we saw some products with sharp edges and corners. Others have rounded corners. Rounded corners are always sold faster than corners. Why does it take note that consumers once were packed in right angles? Scratches the details of the skin.

2) Humanized packaging design requires continuous innovation. The innovation in packaging design is to constantly explore new consumer demands and constantly discover new changes in consumer demand. Only in this way can the consumer's changing human needs be met.

(I) The innovation of humanized packaging design should be rooted in the national soil. The innovation of packaging design can not be separated from folk custom and nationality. It is based on the innovation of national culture history with a long history behind. In design innovation, nationality and obvious regional features also often reflect the different needs of consumers for humanity. Paying attention to the traditional culture of the Chinese nation is also a new connotation that humanity packaging is given to the new aesthetic concept of the new era.
(2) Innovation in humanized packaging design should be rooted in market awareness. The market is full of competition and consumer demand is constantly changing. The main goal of humanized packaging design should be to cater to the market and cater to people's aesthetic concepts and consumer demand psychology. Only by combining the innovative orientation of packaging design with the market orientation, can we truly reflect the humanization of packaging design.

5 Conclusion Humanized packaging design is based on consumer demand-oriented packaging. Really good packaging should be in line with consumer demand as the center of the marketing strategy, not only is the simple material function of the satisfaction and spiritual needs can be In a nutshell, the rich content of modern marketing must be constantly explored.


Xie Chunlin Chongqing Institute of Technology

Source: Packaging Engineering

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