The influence of the hottest metal packaging desig

The influence of metal packaging design on shopping decisions (I)

the experience of designers accumulates today, with the rapid development of retail industry, all kinds of consumer goods are crowded with the shelves of stores and supermarkets, and all kinds of product packaging are dizzying. How to make our products stand out among many products is not enough to only attract the attention of consumers, but also to see whether the packaging of products can promote consumers' buying behavior, which has become the leading idea of packaging design today

as an important packaging form of consumer goods, metal packaging has been integrated with commodities. As the carrier of realizing commodity value and use value, it plays an extremely important role in the fields of production, circulation, sales and consumption. It directly contacts with samples. Its function is to protect commodities, convey commodity information, facilitate use, facilitate transportation, and promote sales. It has the duality of the combination of commodities and art. Its development and changes in design also represent the development trend of the whole product packaging field to a certain extent

during the international metal packaging conference held in Essen, Germany, in April this year, Professor Joan Maar and several other professionals in product packaging put forward some new theories on how product packaging affects consumers' purchase decisions. They have made an in-depth interpretation and analysis of product packaging in the international market, and put forward several issues that should be paid attention to in the design of metal packaging

when designing product packaging, we should consider consumers' shopping factors

in order to promote consumers' purchasing behavior, we must first understand what kind of thinking and decision-making process consumers go through before they produce shopping behavior

professor johnmar (Decision Research Center of Leeds College, Harvard University) put forward a two process theory on the decision-making process of consumers when purchasing consumer goods. He divided consumers into two types: initiating and analytical, and focused on initiating consumers. In Joan? In Professor MAHL's theory, he described this group of people as follows: vulnerable to the influence of packaging, external information becomes more influential, and they are usually simple and unconscious when making purchase decisions. The patterns on some product packages, or the recommendations of shopping guides, may contribute to their buying behavior, and these processes are often realized in a passive state, with little rational analysis and comparison

what is the proportion of consumers with hair style in the actual situation? After investigation, Professor sakakida, a brand design consultant, pointed out that shoppers do not think logically when shopping. 80% of the feedback information shows that they rely more on feelings, that is, the thinking of the right brain, and generate the impulse of "I want" through "I like". This is the first process in the two process theory proposed by Professor joanmar. The heuristic thinking process is a passive shopping impulse stimulated by some promotional information in the product packaging; Then, through the logical analysis of nonferrous metals is a large family through the left brain, take the initiative to think about "what is this", and finally form a decision whether to buy or not. The famous DuPont law points out that about 63% of consumers make purchase decisions based on the packaging and environment of goods. It is precisely because of this that the current market economy is called eyeball economy. Only by attracting the attention of consumers can brands be accepted by consumers and products be purchased by consumers. Packaging has determined the consumer behavior of whether to buy or not. Usually, the early market performance can be judged from the packaging of new products. Therefore, enterprises must take advantage of the impact of packaging to complete their product promotion and brand building

what businesses should do is to balance the thinking of these two parts of the human brain. On the one hand, they should provide distinctive visual effects to stimulate consumers' shopping needs; On the other hand, we should also provide consumers with reasonable shopping reasons. These reasons do not explain the characteristics of the product, because it is from the perspective of the manufacturer, but should say what benefits this product can bring to consumers. The point of interest is what consumers really care about. We must let them know what problems can be solved and what benefits can be brought by buying this product. This is also the reason why they buy this product

product packaging must be analyzed and designed from a correct perspective

so from what perspective should we carry out product packaging design

on the one hand, we should consider three w's in the design process, namely, who, when, when and what to do; On the other hand, we should also have a good understanding of the role and basic principles of products. The former is to think about how the packaging should be done and what they want from the perspective of consumers; The latter is to start from the product itself, find out the attributes of the product, that is, the so-called product selling points, and then organically combine the two

in addition, the packaging design of products can also be considered from other perspectives

* similar packaging strategies. The products produced by the enterprise are packaged with the same pattern, similar color, the same packaging materials and the same shape, so that customers can identify the products of the enterprise. For customers who are loyal to the enterprise, similar packaging undoubtedly plays a promotional role

* supporting packaging strategy. According to the consumption habits of consumers in various countries, several related products are packaged together for complete supply, which is convenient for consumers to buy, use and carry, and can also expand the sales of products

* reuse packaging strategy. It refers to that after the product in the package is used up, the package has other uses. For example, perfume bottles of various shapes can be used as a whole set of expensive accessories, and exquisite food boxes can also be reused. This packaging strategy can make consumers feel that one thing is multi-purpose and cause their desire to buy, and the reuse of packaging also plays a role in advertising products

* complimentary packaging strategy. Record that the commodity packaging is re attached with lottery tickets or real objects, or the packaging itself can be exchanged for gifts, attracting the patronage effect of customers, resulting in repeated purchases; Change packaging strategy. That is to change and abandon the original product packaging and use new packaging. Due to the continuous updating of packaging technology and packaging materials, consumers' preferences are constantly changing, and new packaging is adopted to make up for the shortcomings of the original packaging