Consumer psychology impacts on product packaging design

The packaging design process is how to shape the image of the product to better meet the needs of the consumers. Product image building, and mass consumption is not just an emphasis on commodity practical and meet packaging physical function, more importantly, to meet the psychological needs of consumers, the study of consumer psychology throughout the entire packaging design thinking process.

1. Consumer psychology under mass consumption system
People feel the packaging in the purchasing process, packaging could bring consumers a very intuitive impression, both the physical and psychological function of the packaging are reflected in packaging design. In general, consumers need to face the merchandise directly, they need close to goods at the first time which requires product packaging design be intuitive. The embodiment of the added value of goods in packaging design, whether the goods meet the psychological needs of consumers, which means the information conveyed by the goods and packaging reflect the identity of the consumer, status, and even hobbies. Because they buy goods in addition to buy the product itself, more to meet their mood, satisfaction, self-confidence ... in the process of sale of goods, the consumer is the main subject, how to motivate them, that is what they want, meanwhile what kind of psychological fulfillment when they purchase goods, that's the premise of the packaging design.

2. Consumer orientation and design orientation
The orientation is to set a clear position of the goods in the minds of consumers and easy for them to achieve the consumption purpose according to their need to meet their consumption desire. good positioning has "Preconceived" effect, designers need to know what consumers want, what kind fo mental satisfaction they need. To start their design, it must have a better understanding of the market based on real and effective of research in consumer market. Take various problems in the market and marketing as the subject of the research, collecting and analyzing information to provide a basis for planning and decision-making, dealing with all kind of information around the goal of the packaging design. According to the needs of the target consumer groups make the design orientation on the basis of market research and analysis.

Brand packaging design, on the one hand, need to meet the physical function of the packaging, on the other hand is to have a psychological function. To meet the psychological needs of consumers, the designer need to inject a personalized design concept. At the same time, product and packaging are mass production is not possible for an individual's needs. No matter what kind of product it is always has their target consumer groups, each social group has its own characteristics. Therefore, the grasp of the personality characteristics of the target consumer group with targeted design and performance, is the way to success.

3. The psychological needs of consumers
Owing to highly materialistic society, the formation of the mass consumption system allows consumers to be surrounded by a system of goods and material, in such a material social stages people's lives has undergone enormous changes, but also makes people's consumption concept played a fundamental change. The economic development of society made the consumption of goods become the main way of life, consumer awareness of effective process is mainly done by the consumer behavior through daily consumption. Consumer behavior is the purchase of goods, the process of the consumer is buying motivation to form the process of consumer behavior. In the consumption process, the needs of consumers and the product itself plays an important role. Packaging design required to meet the requirements to carry and ease of use the commodities, in the process of consumer has a sense of security. Product packaging design with stylish, full of the modern characteristics, coincide with the levels and habits of the consumers. All the people want is the psychological satisfaction, inner sense of conquest in the consumption process, they think the goods worth the money they spent as long as they like it.

4. Branding packaging design
In the design process, the designer must first consider how to highlight the product's image. The image of the product plays an important role in adaptation of in all aspects of the sale, it directly impacts the product impression in the minds of consumers as well as the composition of consumer behavior, then affects the ultimate purpose of the sale of goods. Before they buy the products the first thing they saw is the packaging of the goods, it is necessary to meet the habits and aesthetic appeal of the consumer and also accurately reflect the quality characteristics of the commodities in the product packaging design. Shaping the image of the product, on the one hand, constrained by the inherent characteristics of the product; the other hand, constrained by external environmental constraints, which is the constraints of consumer satisfaction. A high-quality products, coupled with high-quality packaging design, it conveyed the information everywhere people feel the quality of existence, to make consumers feel good.

Where is the value of commodities? It is in the consumers' mind. The design must be based on the products and the psychological needs of the target consumer group to construct the brand behind the concept of culture, that is to weave a dream to meet the needs of consumers of spiritual life, to guide and promote a new way of life. Brand design extracted from their own culture from the products, it pursuits for product quality, after-sales service, to enhance brand image and establish a style of the brand image, brand to become a culture, a way of life, a spirit of the times, in order to advance the development of the times.