基于消费心理的包装设计性别差异化表现策略

从消费心理学的视角分析了男女两性的差异,论述了消费者在个性心理与心理过程以及消费心理行为特征方面的性别差异,说明了包装设计性别差异化表现的可行性和必要性。在此基础上提出了商品包装的性别差异化设计策略,即对材料使用、色彩运用、图案造型以及文字说明等包装要素进行性别差异化设计;对商品包装的识别、美化、促销、象征等心理功能的展示予以性别差异化表现。

Strategy of Gender Differences in Packaging Design Based on Consumer Psychology

From perspective of consumer psychology,it analyzed the differences between man and woman and discussed the gender distinctions in terms of individual physiology,mental process and consumer psychology and behavior.Then it emphasized the feasibility and necessity of highlighting the gender differences when package designing.On this basis,it formulated the strategy of gender-differential designing,namely,to apply different packing material,colors patterns,style and wordage to highlight the gender differences,and to pay attention to the gender-differential designing through different packaging identification,beautification,promotion,and symbol.