Packaging affects purchase emotion

The pioneer of systematic research on the packaging of goods was the American Luis Cheskin. He is a well-known market psychologist and he began his research as early as the 1930s.

Packaging affects the purchase of emotions. He uses different packages for the same product, one of which uses a circle pattern on the package, and the other uses a triangular pattern, and then asks the customer to taste which package he likes. As a result, more than 80% of customers like the packaging of the circle pattern. They believe that the quality of the package is more reliable. After a test of 200 people and 1,000 people, it was surprisingly discovered that even after customers use and compare two identical products, they still stubbornly like the circular pattern packaged goods. The conclusion is: Most consumers "in the process of purchasing goods, the emotion will shift, that is, from packaging to commodities." Repeated trials, and gradually expand the types of goods tested to further prove that: the shape of the packaging The customer's psychology has a huge impact and can even affect the taste of cookies or the use of soap.

Packaging and color. Studies on human vision have shown that in all the factors that make up a product's packaging, color can cause human reactions first and fastest. There is a food called V8 vegetable juice that has been popular for many years. Its packaging design is on the label of the bottle. The tomatoes are arranged horizontally with green leaves on the stars. There are vertical clumps of celery and carrots on both sides. The five-color treatment is vivid and vivid. People can not help but be strongly colored by the vegetables. attract.

Cheskin study believes that people's perception of color follows the same pattern. The most striking color is yellow. However, if you use yellow as the main color of goods, it does not necessarily have a positive effect.

So far effective. Even today, although the shopping psychology of various customers is very complicated and different, Cheskin's basic research results still play a role. There is an experiment: Some kind of beer is closed in a bucket and repeatedly tasted by customers. The customers think that the taste and quality are always the same. When the beer was bottled and then served with the same customers, they thought that the taste was different.

An influential packaging design company, using this principle, made a big fortune: The company designed packaging specifically for products that did not actually exist, and then went through a lot of rigorous market demonstrations and experiments until it was considered The design is perfect and fully meets the customer's psychology, and it is expected that it will occupy the market before it is sold to the relevant manufacturers, and then the manufacturer produces the corresponding product. As a result, this move is very effective. There were many well-known companies that produced best-selling products based on the package designed by the packaging design company.