消费者心理影响下的酒类包装设计探讨

Exploration on Wine Packaging Design under the Influences of Consumer Psychology

从酒类包装的现状出发,分析了酒类包装的心理功能,剖析了影响酒类包装设计的顶端辐射、自尊需要、尊重及形象、奢侈炫耀、健康及适度等消费者心理;并根据消费者的心理需求,制定出适合消费者需要的等级包装设计、求便包装设计、礼品包装设计、赠品包装设计、求实包装设计、性别包装设计等策略,以提高酒类包装的促销能力,达到拓展市场的目的。

It analyzed the mental function of wine packaging from the current situation,focusing on exploration of the wine packaging design impacts,like top radiation,self-esteem needs,respect and image,luxury and showy,healthy and appropriate consumer psychology,and then formulated several packaging design strategies that distinguishing packaging design for different level,convenience,and for present or gift,as well as economical and sex,in order to improve the sales promotional ability of wine packaging and expand the market.