商品包装与消费者心理的互动关系

商品包装作为商品与消费者之间的信息纽带,与消费者心理之间存在着相互影响的互动关系。一方面,商品包装通过色彩、造型、文字、图案、标志等外观形象作用于消费者的感官,促使其产生注意,引发情感,形成动机,导致购买;另一方面,消费者的心理和行为特点及规律又是进行包装设计的依据和前提条件,即商品的包装设计必须符合消费者个体和群体的心理需求特点。

Commutative Pattern between Commodity Packaging and Customer Mentality

As a bond of communication between commodities and customers, commodity packaging has a commutative relationship with the mentality of customers. On one hand, commodity packaging influences the customers through appearence like color, shape, words, pictures and symbols, which attract their attention, initiate their emotion, inspire their desire, and then, lead to the acquisition. On the other hand, the characteristics and rules of the mentality and behavior of the customers are the gist and precondition of commodity packaging, i.e., commodity packaging shuold conform to the characteristics of individual customer or customers＇ mental demands as a group.