试论包装设计对消费者行为的影响

Discussion on the Influence of Packaging Design on Consumer Behaviour

在产品高速更新换代的市场模式下,如何才能提高产品的购买率,这是很多企业需要考虑的问题。产品的包装设计对于该产品能否在众多品种中脱颖而出就起着至关重要的作用。包装设计是提高购买率的重要途径之一,也是迎合消费者品味的最行之有效的方法。产品的包装设计能在很大程度上影响或制约着消费者的购买心理及购买行为,他们会优先根据对包装的喜好来挑选商品。别出心裁的包装设计登上了新的舞台,成为企业、消费者和包装设计师们共同关注的一种发展趋势。引人注目的包装设计能够提高产品的购买率从而提高企业的利润。了解消费者的消费心理和消费行为也有利于改进包装设计。

Under the market mode of high-speed product upgrading, how to improve the product purchasing rate is a problem that many enterprises need to consider. The packing design of products plays a vital role for products to stand out in various brands. Packaging design is an important way to improve the purchasing rate and the most effective way to meet the consumer tastes as well. The packaging design of products can influence or restrict the consumers' purchasing psychology and behaviour to a great extent, and they prefer to pick up the products according to their fond on the packages. The unique packaging design has stepped a new stage and become a development trend that designers all concern. Attractive packaging design can improve the purchasing rate so as to improve the profits of enterprises. It is helpful for improving the packaging design to understand the consumption psychology and consumption behaviour of consumers.