English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The society today is a society with a surplus of materials. Consumption philosophy of people today is also very different from the past. In the past, good prices and low prices were people's choices. Now, the majority of people are spending for their lives. For modern consumption, the main function of packaging design is to beautify and convey information, as well as to highlight the information and value of the product. It is believed that good packaging design not only shall pay attention to the basic principles of design, but also focus on the study of consumer psychological activities in order to stand out in the same category of goods. From the consumer's consumer motivation and consumer psychology, the two-way interaction between modern consumer psychology and packaging design is theoretically discussed. 1. Consumer Motivation The most direct goal of product packaging is to inspire consumers to make purchases. The first consideration in formulating a product packaging plan should be this goal. Second, even if consumers are not ready to purchase such products, they should also prompt them to make a good impression on the brand, packaging and brand of the product and the manufacturer. People's actions are generally dictated by certain subjective internal causes, namely motivation, and motivation is closely related to needs. Motivation is the reflection of needs under certain conditions, which is transformed by human needs. In other words, people act in order to meet certain needs. Consumers buy something from the store because they need it. As winter approaches, people will go to the shops to buy things like down coats or overcoats to resist the cold. Motivation comes from the need to transform, but the needs of people do not necessarily translate into motives that motivate people to act. Needs are often experienced in the form of desire. With the motivation to satisfy the desire, people often take purchasing actions. Only at this time can the need be truly translated into motivation and become the driving force for people's buying behavior. People's needs are hierarchical, and many psychologists have conducted in-depth discussions. Maslow, an American psychologist. He divides people's needs into five levels: (1) Physiological needs: eating, drinking, air, etc.; (2) Security needs: the need for freedom in danger and fear, etc.; (3) The need for belonging and love: to be loved by relatives and friends, and to establish a family; (4) The need for respect: The need for honorable achievement (5) Self-realistic needs. Among them, self-reality needs include the need for knowledge; aesthetic needs; the need for their own growth and development; the need to fully develop their talents. Some consumers buy goods, on the one hand, for use, and on the other hand to show their status, education, and appreciation [1]. Therefore, when formulating the positioning of different commodity packaging designs, the needs and motivation types of consumers should be investigated and researched in order to carry out targeted packaging design. 2. Consumer Psychology In consumption, there is a series of psychological activities during the purchase process from the consumer's motivation to the specific purchase behavior. 2018 2nd International Conference on Social Sciences, Arts and Humanities (SSAH 2018) Copyright © (2018) Francis Academic Press, UK 414 (1) Cognitive Process: Consumers always buy goods from the process of understanding the merchandise. It is the process of consumers' contact, understanding and mastering of commodity information and is the basis and precursor of purchasing activities. In an assortment of supermarkets, consumers are the first to see the packaging of goods, so the goods must highlight new, extraordinary, special, showing a unique packaging materials, patterns, colors, logos, so that the company's product packaging. It is particularly eye-catching in shopping malls, which has laid a good foundation for further understanding and consumption of this product. With the deepening of feelings, the analysis and synthesis of various sensory materials will form a reflection of consumers' overall characteristics of the product. This is perception. As the outer garment of a product, the package should show as much as possible the various conditions inherent in the product [2]. (2) Emotional process: The process of consumers' psychological activity is the process of changing emotions. This is because consumers are living organisms and they are in a complex and changing social environment. In the purchasing process, there are many factors that affect the emotional changes of consumers, such as the influence of purchasing environment (such as supermarket environment, goods decoration, the number of shoppers, background music, etc.), the influence of goods (such as the price, variety, quality, etc. of the goods), the influence of individual consumer emotions. This is the process of subjective experiences and feelings of consumers on commodities, and this psychological activity process has formed. The consumer's subjective attitude toward the product. This process is a key stage in the process of purchasing psychological activities. (3) The Will Process: The process of consumers' psychological activities includes not only cognitive processes, emotional processes, but also the process of will. The actual purchase process of the consumer is determined by the determination of the will. The relevant product information obtained through the packaging of goods is summed up and summarized at this stage, and combined with its own needs, it is decided to take a purchase action. 3. Psychological Strategies for Packaging Design Packaging in the circulation of goods has always been an important promotional tool, and it is also the media that best meets consumers' psychological demands. One of its important missions is to attract consumers' attention and generate the desire to purchase. At this time, they will carry out the cognition process of goods, that is, the process of familiarity and consideration. Pursuit of desire can be said to be the basic motivation for purchasing, in which the appearance of product packaging, internal quality, and price have the greatest impact. (1) According to consumption habits. Should pay attention to the consumer's consumption habits, according to the characteristics of the product itself, designed to meet the majority of people's spending habits of packaging. For example, many customers are looking for convenience in shopping. If they use transparent or window-packed foods, they can be easily picked up. Combined packaged gift baskets can be easily used; soft-packed drinks can be easily carried and so on. (2) Designed according to the age of the consumer object. Commodities usually have a certain range of age sales. Therefore, in the design of commodity packaging, rational design should be carried out according to the ages of the consumers. The packaging of goods sold for the elderly should be biased towards simplicity, generosity and simplicity. The products targeted at young people are different in terms of packaging design. They are seeking new ideas, seeking differences, and seeking curiosity. They strive to find opportunities to express themselves and guide the trend. As for products that target children, they should pay attention to their psychology of seeking. (3) Differences in design according to the cultural level and economic income of the target consumer will usually lead to different consumer appreciation and requirements for the packaging of the product [3]. For consumers with relatively high economic income, in addition to the higher requirements for product quality, they usually pay attention to taste and grade in packaging design, and strive to exquisitely and elegantly packaged to highlight the aesthetic and taste of consumers. For consumers with relatively low economic income, the packaging of goods is usually in a subordinate position. Such consumers pay more attention to the quality of goods, and there is no excessive demand for the packaging of goods.

Two-way Interaction between Modern Consumer Psychology and Packaging Design