礼品包装设计对潜意识消费心理的诉求

Mental Appeal of Subconscious Consumption to Gift Packaging Design

将潜意识理论引入礼品包装设计消费心理研究,通过对包装设计的显性和隐性信息的分析,提出包装的隐性信息对消费者潜意识需要的4种诉求层面,将消费者潜在的需要转变为现实的需要,触发其购买动机,最终变为购买行为。

Theory of subconscious action was introduced into study of consumption psychology in gift packaging design. By analyzing explicit and tacit information of packaging design, four factors of mental appeal to consumption subconscious psychology were expressed by tacit information in packaging design. The voice of tacit information in packaging design inspires customers＇ potential demands, which results in real consumptions.