The comsumer psychology process on packaging design

Consumers are the rational purchaser in the economic society, from the produce needs, plan to buy into the final decision to purchase of the entire process, mixed with a series of complex psychological process. In these inner psychological process, consumers are vulnerable to external causal factors stimulation, induced a strong interest in a commodity, causing the impulse to buy. Goods with high quality may also not suitable to sell a good prices because of its packaging. According to statistics, 30% of the competitiveness of products from the packaging. With improvement of living standards, the spirit requirements caused increasingly high commodity competition, the impact of packaging on goods became more and more obvious. The packaging is the "silent salesman" of the product, in addition to protect the goods must also be committed to beautification, promotion, induce the consumer desire to buy goods and enhance the competitiveness in the market. Therefore, the product packaging design which is very demanding, it will have a direct impact on consumer psychology-oriented customer, resulting in the desire to buy or refuse to buy. if the business pay more attention in the packaging of goods to make the packaging design meet the consumer's purchase psychology, will be greatly conducive to the sale of goods.

the psychological process
Consumer purchasing psychology is the psychological process of consumers in purchasing activity, it reflects the psychological trajectory on the goods. The complexity and subtle mental activity of the customer in the purchase process affects the whole process of buying activity, dominated the buying behavior. This psychological process can be divided into three stages of cognitive, emotional and action.

Cognitive processes. It is the process consumers to contact, understand and master the product information, it is the basis and guide of the purchasing activities. The cognitive processes composed by several mental activities such as notice, perception, memory, associative thinking etc..

Notice means the point or focus of the mental activity on a certain object, it is the basis of notice activities.Once the consumer walking into a store, unique and creative packaging will be able to capture the eyes of customers from a number of commodities, making the customer want to get them from the shelves, it scored for further understanding and consumption of this product.

Perception is a subjective reflection of the individual properties of consumer goods in the buying activity.Therefore, the shape of goods, color, composition, form should be appropriately printed and in the packaging of goods so that it have a strong visual impact to attract eyebrows and convince people the goods is designed for them.
Memory and association is a reflection of things consumers have experienced, it is psychological phenomenon which people thinking from outside to inside, by emotional material analysis, synthesis to give people a more comprehensive understanding. Through the stage of thinking, consumer will have good or bad impression of the relevant goods and commodities, it impacts on consumers' purchasing attitude.

Emotional process. This is the process of consumer's subjective experience and feelings on the goods, this psychological process decided the subjective attitude of the consumer on the goods. This process is the critical stage of the purchase process of mental activity, the ideological tendency significantly differentiated to buy or not buy at this time, if the consumer have a positive emotional experience, it helps to promote the desire to buy and purchase behavior; on the contrary, there's a inhibiting role.

Action process. It's the will and behavior process of the consumers in their purchase activity, it means the they determine to buy the target goods and take into action. Consumers summarize the product information obtained through cognitive, emotional stages by the packaging of goods, combined with their own needs, decided to take buying action.

In the purchase mental activity, the cognitive, emotional, action three processes are closely linked and they are inseparable unity. Cognitive process is the basis of emotional and action process; Emotional process decided cognitive and action activities, positive feelings may promote the development of cognitive activity, and promote the will and behavior of consumers to buy; the will of the consumers be able to control feelings, make them cool and objective analysis.

Packaging is an important part of shaping the position of products and corporate image, is also the most cost-effective advertising carrier and a competitive tool in the corporate marketing .The whole event of the purchase psychological process, the product packaging played a subtle and can not be ignored role in guiding consumers from generation needs to the final purchase decision-making psychology. In the similar grade commodities competition it can be seen as the packaging design competition to a large extent, in addition to the intrinsic quality of the better products, a commodity enter the market, dominate the market, and hold the market mainly depending on the product packaging.