探究现代女性消费心理对商品包装设计的诉求
发布时间：2018-08-15 16:47
【摘要】：包装是商品和消费者之间沟通的桥梁，是建立商品与消费者之间关系的重要媒介。在现代社会中它既不是简单的外壳也不是神秘莫测的面纱，而是现代消费过程中人们越来越重视、越来越高要求的一种生活理念。随着科技的发展、社会的进步和生活品质的提高，越来越多的消费者们对商品的包装设计提出了更高的要求，他们早已不再满足于它最基本的保护商品的功能。所以包装除了要保护商品、方便储运、促进销售外还应做到设计美观、节约材料、绿色环保，并具有广告营销的作用。商品的包装也是品牌理念、商品特性、消费心理的综合反映，直接影响到消费者的购买欲。本文通过对女性消费心理和商品包装设计进行调查研究和分析，让两者从相互关联的关系上升为更好地互相促进的作用。如何在女性消费者和商品包装之间架起一座美丽的桥梁是设计师们应该努力的方向。设计师应该让优秀的商品包装设计成为纷繁复杂的市场竞争中女性消费者的指南针。 首先，随着经济的迅速发展和生活质量的不断提高，人们的生活理念、消费文化和行为正在发生重大变化，商品的包装设计已经成为人们生活中不可缺少的一部分，而且在女性的消费中显得尤为重要。商品包装设计原则应遵循女性消费心理的特性，利用这一特点进行有意识的引导，让女性消费者具有更强的消费意识、环保意识，并消除盲目消费。女性的地位也已经随着社会发展得到了很大的提升。在消费大军中女性消费者是大多数购买行为的主体和决策者。由于女性在消费活动中所处的特殊地位和扮演的特殊角色，形成了她们独特的消费心理和消费特点，对商品包装设计有较高的需求和较大的影响力。事实上，女性消费者很容易受包装设计的吸引和影响，购买动机在很大程度上会取决于商 品的包装。所以研究女性消费心理对商品包装设计的诉求，设计出让女性喜爱的包装设计，可以更好地引导女性消费者购买到自己喜欢的、合适的商品。 其次，女性情感细腻，时尚新潮，对于色彩和图形等有着自己独特的认识和感受。女性的心理活动是极其微妙和复杂多变的过程，她们往往凭借自己的印象和理解购买商品，对商品包装也会有自己的认识和要求。在激烈的市场竞争中,商品包装设计不仅要起到美化商品、传达信息的作用,而且还要注重研究和运用女性消费心理,达到视觉形象与心理感受的和谐,真正做到为女性消费者服务，，进行正确的引导，在同类商品中有所创新和突破。 再次，随着市场的扩大和国际间交流与合作的进一步深化，包装设计也逐步获得良好的发展环境，科技水平的不断提高使商品间的竞争在一定意义上已转化为形象力的竞争，包装设计不仅仅是简单的视觉刺激，更重要的是创造出消费者与商品的信息交流和情感体验。经济能力的增强和生活方式的改变也使人们追求个性的意识更强。商品包装设计已成为强化商品特征、提高商品竞争力、树立商品品牌和企业形象的有效手段。作为包装设计师必须要了解市场动态和发展趋势，要了解社会、了解企业、了解商品、了解消费者，积极研究包装设计因素和分析女性消费者的心理需求。只有这样才能准确地探索女性消费者心理与包装设计的深层关系，赋予商品包装新的设计理念，做出准确的设计定位。从而提高商品包装设计的视觉传达水平，传递出文化品位和时代气息，让有情感、有生命的商品包装设计正确引导女性消费者的观念及行为。 综上所述，本篇论文主要通过分析现代女性消费心理的特点和需求、回顾商品包装设计的历史发展过程、对女性消费者的影响等对现代商品包装设计如何更好地引导女性消费的问题进行探究，结合本人学习视觉传达理论知识和在实践中总结的经验，进行系统的分析和说明，从中总结在新时代商品包装设计如何正确引导女性消费的发展趋势，以及顺应这个趋势的方法和手段。
[Abstract]:Packaging is a bridge between commodities and consumers, and an important medium to establish the relationship between commodities and consumers. In modern society, it is neither a simple shell nor a mysterious veil, but a kind of life concept that people pay more and more attention to and demand more and more in the process of modern consumption. With the progress and the improvement of the quality of life, more and more consumers have put forward higher requirements for the packaging design of commodities. They are no longer satisfied with its basic function of protecting commodities. The packaging of commodities is also a comprehensive reflection of brand concept, commodity characteristics and consumer psychology, which directly affects consumers'purchasing desire. This paper investigates and analyzes women's consumption psychology and commodity packaging design, so that the relationship between them can be improved from interrelated to better mutual promotion. A beautiful bridge between sex consumers and commodity packaging is what designers should strive for. Designers should make good commodity packaging design a compass for women consumers in the complex market competition.
First of all, with the rapid development of economy and the continuous improvement of the quality of life, people's concept of life, consumption culture and behavior are undergoing major changes, packaging design of goods has become an indispensable part of people's lives, and in women's consumption is particularly important. Women's status has been greatly improved with the development of society. In the consumption army, women consumers are the main body and decision-makers of most purchasing behavior. In fact, female consumers are easily attracted and influenced by packaging design, and their purchasing motivation will largely depend on business.
Therefore, the study of women's consumer psychology on the demand for commodity packaging design, design for women's favorite packaging design, can better guide women consumers to buy their favorite, appropriate goods.
Secondly, women's emotions are exquisite, fashionable, and have their own unique understanding and feelings about color and graphics. Women's psychological activities are extremely delicate and complex and changeable process, they often rely on their own impression and understanding of the purchase of goods, commodity packaging will have their own understanding and requirements. Packaging design should not only play the role of beautifying goods and conveying information, but also pay attention to the study and application of women's consumption psychology, to achieve the harmony of visual image and psychological feelings, truly serve women consumers, conduct correct guidance, and make innovations and breakthroughs in similar products.
Thirdly, with the expansion of the market and the further deepening of international exchanges and cooperation, packaging design has gradually obtained a good development environment. The continuous improvement of science and technology has transformed the competition among commodities into the competition of image in a sense. Packaging design is not only a simple visual stimulus, but also the creation of consumers. Information exchange and emotional experience with commodities.The enhancement of economic ability and the change of life style also make people have a stronger sense of pursuing individuality.Packaging design has become an effective means to strengthen commodity characteristics,enhance commodity competitiveness,establish commodity brand and enterprise image.As a packaging designer,we must understand market dynamics and development. Only in this way can we accurately explore the deep-seated relationship between female consumers'psychology and packaging design, endow new design concepts to commodity packaging, and make accurate design positioning. The visual communication level of commodity packaging design conveys cultural taste and the flavor of the times, so that the emotional and living commodity packaging design correctly guides the concept and behavior of female consumers.
To sum up, this paper mainly analyzes the characteristics and needs of modern women's consumption psychology, reviews the historical development process of commodity packaging design, explores how modern commodity packaging design can better guide women's consumption, and combines my study of visual communication theory and practice. The experience summarized in this paper is analyzed and explained systematically, from which the methods and means of how to correctly guide the development trend of women's consumption and conform to this trend are summarized.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.2
本文编号：2184814
[Abstract]:Packaging is a bridge between commodities and consumers, and an important medium to establish the relationship between commodities and consumers. In modern society, it is neither a simple shell nor a mysterious veil, but a kind of life concept that people pay more and more attention to and demand more and more in the process of modern consumption. With the progress and the improvement of the quality of life, more and more consumers have put forward higher requirements for the packaging design of commodities. They are no longer satisfied with its basic function of protecting commodities. The packaging of commodities is also a comprehensive reflection of brand concept, commodity characteristics and consumer psychology, which directly affects consumers'purchasing desire. This paper investigates and analyzes women's consumption psychology and commodity packaging design, so that the relationship between them can be improved from interrelated to better mutual promotion. A beautiful bridge between sex consumers and commodity packaging is what designers should strive for. Designers should make good commodity packaging design a compass for women consumers in the complex market competition.
First of all, with the rapid development of economy and the continuous improvement of the quality of life, people's concept of life, consumption culture and behavior are undergoing major changes, packaging design of goods has become an indispensable part of people's lives, and in women's consumption is particularly important. Women's status has been greatly improved with the development of society. In the consumption army, women consumers are the main body and decision-makers of most purchasing behavior. In fact, female consumers are easily attracted and influenced by packaging design, and their purchasing motivation will largely depend on business.
Therefore, the study of women's consumer psychology on the demand for commodity packaging design, design for women's favorite packaging design, can better guide women consumers to buy their favorite, appropriate goods.
Secondly, women's emotions are exquisite, fashionable, and have their own unique understanding and feelings about color and graphics. Women's psychological activities are extremely delicate and complex and changeable process, they often rely on their own impression and understanding of the purchase of goods, commodity packaging will have their own understanding and requirements. Packaging design should not only play the role of beautifying goods and conveying information, but also pay attention to the study and application of women's consumption psychology, to achieve the harmony of visual image and psychological feelings, truly serve women consumers, conduct correct guidance, and make innovations and breakthroughs in similar products.
Thirdly, with the expansion of the market and the further deepening of international exchanges and cooperation, packaging design has gradually obtained a good development environment. The continuous improvement of science and technology has transformed the competition among commodities into the competition of image in a sense. Packaging design is not only a simple visual stimulus, but also the creation of consumers. Information exchange and emotional experience with commodities.The enhancement of economic ability and the change of life style also make people have a stronger sense of pursuing individuality.Packaging design has become an effective means to strengthen commodity characteristics,enhance commodity competitiveness,establish commodity brand and enterprise image.As a packaging designer,we must understand market dynamics and development. Only in this way can we accurately explore the deep-seated relationship between female consumers'psychology and packaging design, endow new design concepts to commodity packaging, and make accurate design positioning. The visual communication level of commodity packaging design conveys cultural taste and the flavor of the times, so that the emotional and living commodity packaging design correctly guides the concept and behavior of female consumers.
To sum up, this paper mainly analyzes the characteristics and needs of modern women's consumption psychology, reviews the historical development process of commodity packaging design, explores how modern commodity packaging design can better guide women's consumption, and combines my study of visual communication theory and practice. The experience summarized in this paper is analyzed and explained systematically, from which the methods and means of how to correctly guide the development trend of women's consumption and conform to this trend are summarized.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.2
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