食用菌产品包装设计与消费心理诉求的双向互动

Two-way Interaction between Edible Fungi Product Packaging Design and Consumer Psychological Appeal

食用菌产品包装不仅为食用菌生产企业塑造了突出的视觉形象,也为食用菌生产企业在生产、流通和消费等领域搭建起了与消费者沟通的平台,体现了食用菌生产企业市场营销的核心价值。消费者在购买食用菌产品时,常会通过食用菌产品包装的外在形象去判断产品的质量,因此包装设计在食用菌生产企业品牌延续与品牌增值方面发挥着重要作用。为了提高消费者对于食用菌产品包装的感知价值,进而加强消费者的购买意愿,食用菌生产企业需重视实现食用菌产品包装设计与消费心理诉求的双向互动。

The packaging of edible mushroom products not only creates a prominent visual image for edible fungi manufacturers,but also establishes a platform for edible fungi manufacturers to communicate with consumers in the fields of production, circulation and consumption, reflecting the market of edible fungi manufacturers, the core value of marketing. When consumers buy edible fungi products, they often judge the quality of the product through the external image of the edible fungi product packaging. Therefore, packaging design plays an important role in the brand continuity and brand value-added of edible fungi manufacturers. In order to improve consumers’ perceived value of edible fungi product packaging, and thereby strengthen consumers’ willingness to buy, edible fungi manufacturers also need to pay attention to the two-way interaction between edible fungi product packaging design and consumer psychological appeal.