摘要
为了达到商品包装的最终目的,商品包装设计师必须研究现代消费心理。消费者现代消费心理主要表现为优越欲、同步欲和换购欲,针对消费者现代消费心理,包装设计师可以采取两种策略:一是以消费对象的群体心理特点作为主要设计依据,二是以消费对象的个体心理需求特点作为设计的主要依据,满足消费者的多种心理需求,从而促成消费者的购买行为。
For the ultimate purpose of commodity packing, the commodity packing designer must research the moaern consumer psychologies which include superiority desire, same-step desire and changing-buying desire. According to the modern consumer psychology, packing designers could use two kinds of strategies： one is to design according to the character of target consumer＇ s multitudinous psychological demand, the second is to design according to the character of target consumer＇s individual psychological demand, thereby promoting consumers＇purchase action.
出处
《包装学报》
2010年第1期76-78,共3页
Packaging Journal
关键词
消费动机
包装设计
消费心理策略
consuming motivation
packing design
consumer psychological strategy
