First, a good impression.
A good impression directly stems from the perception of the packaging's shape, color, pattern, and material. This is a comprehensive psychological effect that is closely related to the individual and the environment that reflects the individual's temperament. Take color as an example. Everyone has their own favorite and least favorite colors, and of course, it is impossible to force uniformity. However, there are also some commonalities. For instance, most women like white, red, and pink, which are known as feminine colors. Using white and red in the packaging of women's products can attract ladies' favor. On the other hand, men tend to prefer solemn and serious black, which is also called the masculine color. Using black for the packaging of men - exclusive products can win men's affection. Such psychological preferences in a country are also relative and changeable. We only emphasize that the feelings of like and dislike can influence purchasing behavior in color box printing.
Second, understanding.
Successful packaging not only needs to attract consumers' attention and interest in the product through shape, color, pattern, and material but also enable consumers to accurately understand the product through the packaging. Because the purpose of people's purchase is not the packaging but the product inside. The most effective way to accurately convey product information is to present the product image truthfully. This can be achieved through completely transparent packaging, opening a window on the packaging container to display the product, drawing the product on the packaging, providing a concise text description, printing colorful product photos on the packaging, etc. Conversely, using gorgeous and expensive packaging for low - grade products will not attract consumers. Currently, the packaging designs of snacks in the Chinese market are mostly very exquisite. Eye - catching colors, gorgeous patterns, shiny aluminum foil bags, and alluring descriptions are very appealing to consumers, especially children. However, in many cases, the value of the food in the bag is much lower than the selling price, making people feel deceived. Therefore, the grade of the packaging must be consistent with that of the product.
According to the successful experience of domestic and foreign markets, for the packaging of high - end daily consumer goods used by high - income earners, simple and clear images, soft and elegant colors, and high - quality raw materials are usually adopted. For low - end daily consumer goods used by low - income earners, more obvious and bright colors and images are often used, and words such as "economical and practical" are added to express this. All of this is to accurately convey product information to consumers so that they can understand it. Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in the packaging do not go against people's habits, so as not to cause misunderstandings.
Third, attractiveness.
In order for packaging design to play a role in promoting sales, it must first be able to attract consumers' attention, because only products that attract consumers' attention have the possibility of being purchased. Therefore, the packaging should use novel and unique shapes, bright and dazzling colors, beautiful and delicate patterns, and materials with their own characteristics to make the packaging stand out and create an eye - catching effect, so that consumers will have a strong interest as soon as they see it.
Unique and novel shapes can attract consumers' attention. For example, in the shape of wine bottles, generally, the cylindrical shape is the main one. Some wine bottles adopt imitative shapes and are designed into complex anchor shapes or human body shapes. Among a batch of cylindrical or rectangular wine bottles, they will appear very prominent and beautiful.
The beauty of color is the most easily perceived by people. Some market researchers even believe that color is the main factor determining sales. In their long - term market research, they found that when certain colors are used as the packaging of products, the products will unexpectedly sell poorly, and gray is one of them.
