Beer packaging design based on consumer psychology

As the saying goes, people rely on clothes and horses rely on saddles, and products are no exception. A good product is the foundation for developing a market. If the foundation is laid well and a good marketing plan is added, it is the best match. In the marketing plan, the packaging design with complete visual image of the product, clear information communication, and product personality is the most direct visual embodiment of product marketing, which can help your product stand out from similar products and quickly attract consumers.

How to match a good product with good packaging?

〓Good Vision 

Packaging design is the integration and expression of various elements of the design system, including brand information, product information and the main visual image. Good visual packaging design can achieve silent advertisements, silent salesmen, attract consumers' attention and stimulate consumers' desire to buy. For example, the packaging design that uses the illustration image as the main visual image can better capture the curiosity of young consumers; according to the positioning of the product, beer with non-high-end positioning can choose bright and lively color matching to attract consumers' attention and strengthen the vision Stimulation, and then stimulate the consumer's desire to buy.

〓with personalization

Due to the continuous improvement of people's spending power, when consumers buy products, they express and transmit certain emotional symbols to the outside world through the emotional factors established by vision, including their own identity, personality, taste, hobbies and interests. This determines the packaging design of the product, which cannot have a single identification function. It should be based on the analysis of consumer psychology and the consumer needs of different consumer groups. Personalized creativity and expression of packaging design should be conveyed through vision. cultural information.

〓Targeted 

One of the purposes of beer packaging design is to better promote the product, and only products that consumers recognize and purchase behaviors can realize their true value and meaning. Therefore, in order to make good products for the right consumer groups, packaging design must have clear goals, which requires full market research and clear product positioning before product development and design. In order to design a package that is easily recognized by consumers and the market, designers should be fully familiar with the use scenarios, sales channels, packaging materials and craftsmanship of beer products when designing, and must not blindly seek unique ideas and excessively pursue eyeball effects. , a product that is only unique but not understood and accepted by the market and consumers is not a good product.

〓Same on the outside 

The choice of packaging should be cost-conscious, and the cost and expense of the packaging should be commensurate with the value or quality level of the product. Different beer varieties have different grades, and their quality and value are also different. Therefore, the choice of packaging should use packaging materials and packaging decoration that match its value, so as to appropriately set off the inherent quality of the product, so as to facilitate the clear choice of consumers. The behavior of "gold and jade on the outside, ruin on the inside".

〓Psychological strategy 

With the improvement of people's living standards, everyone's consumption concept and consumption psychology have changed. People buy beer not only to meet the physical needs, but also to meet the psychological needs, and the appropriate product packaging reflects the cultural taste of the product, which can meet the changed psychological needs of consumers. This requires that in terms of product packaging shape, volume, weight, color matching, selection of fonts and patterns, etc., strive to match the personality and psychology of consumers, and obtain the coordination between packaging and commodities in terms of sentiment, so as to provoke consumers' satisfaction. Purchase and consumption desire, cultivate the loyalty of consumer groups to the brand.

Therefore, packaging design must constantly analyze the psychological needs of target customers, and on this basis establish different consumer purchasing behavior patterns, in order to accurately explore the relationship between commodity packaging and consumer psychology, thereby improving the effect of packaging design and arousing consumption. the desire to buy goods.

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