With the continuous development and improvement of my country's market economy, the majority of consumers have become increasingly mature and rational, and the market has gradually revealed the characteristics of "buyer's market", which not only increases the difficulty in product marketing, but also makes packaging design encounter unprecedented challenges. The challenges of the calendar box drive the packaging design of the calendar box to grasp the consumer psychology of the public and develop in a more scientific and higher-level direction.

Whether a commodity can have good sales performance must be tested by the market. In the entire marketing process, packaging plays an extremely important role. It uses its own unique image language to communicate with consumers, to influence consumers' first emotions, and to respond to it when consumers see it for the first time. Interested in the packaged product. It can both promote success and lead to failure, and unobtrusive packaging can be swept away by consumers.

Packaging has become the main behavior of market sales in actual commercial activities, and inevitably has a close relationship with the psychological activities of consumers. As a packaging designer, if you don't understand consumer psychology, you will be blind. How to attract the attention of consumers, and how to further stimulate their interest and induce them to take the final purchase behavior, must involve the knowledge of consumer psychology. Therefore, studying consumer psychology and changes is an important part of packaging design. Only by mastering and rationally using the laws of consumption psychology can we effectively improve the design quality, increase the added value of commodities and improve the sales efficiency.

Research on consumer psychology shows that consumers have complex psychological activities before and after purchasing goods, and differences in age, gender, occupation, ethnicity, education level, social environment and many other aspects divide many different consumer groups and their respective differences. The same consumer psychology characteristics. According to the survey results of the Chinese Social Research Institute (SSIC) on the consumer psychology of the people in recent years.

Consumer Psychology Influencing Calendar Box Packaging Design

1. Realistic psychology

Most consumers’main characteristic of consumer psychology in the process of consumption is truth-seeking psychology. They believe that the actual utility of commodities is the most important, and they hope that commodities are easy to use, cheap and high-quality, and do not deliberately pursue beautiful appearance and novel styles. The consumer groups with a realistic mentality are mainly mature consumers, working class, housewives, and elderly consumer groups.

2. The psychology of seeking beauty

Consumers with a certain economic capacity generally have a desire for beauty, pay attention to the shape of the product itself and the external packaging, and pay more attention to the artistic value of the product. The consumer groups with a desire for beauty are mainly young people and intellectuals, and women account for 75.3% of these groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the expression of aesthetic value psychology.

3. Different psychology

The consumer groups who hold the psychology of seeking differences are mainly young people under the age of 35. This type of consumer group believes that the style of goods and packaging is extremely important, and pays attention to novelty, uniqueness and individuality, that is, the shape, color and graphics of the packaging are required to be more fashionable and avant-garde, but the use value and price of the goods are not very important. care. In this consumer group, underage children account for a considerable proportion. For them, the packaging of the product is sometimes more important than the product itself. For this group of consumers who cannot be ignored, the packaging design should highlight the "novelty" characteristics to meet their psychological needs of seeking differences.

4. Herd mentality

Consumers with a herd mentality are willing to cater to popular trends or imitate the style of celebrities. Such consumer groups have a wide age range, because the vigorous promotion of fashion and celebrities by various media has promoted the formation of this psychological behavior. To this end, the packaging design should grasp the popular trend, or directly launch the product image spokesperson that is deeply loved by consumers, so as to improve the reliability of the product.

5. The psychology of seeking a name

No matter what kind of consumer group there is a certain psychology of seeking a name, they attach importance to the brand of the product, and have a sense of trust and loyalty to the well-known brand. When economic conditions permit, even insist on subscribing regardless of the high price of the product. Therefore, packaging design to establish a good brand image is the key to the success of product sales.

In short, the psychology of consumers is complex, and rarely maintains one orientation for a long time. In most cases, it is possible to combine two or more psychological requirements. The pursuit of psychological diversity has prompted the calendar packaging box to present the same diverse design styles.

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