云南工商学院

学生毕业作业（设计）

浅析消费心理对产品包装设计的影响

二级学院 专 业 年级 班级

学 号

姓 名 www.66lunwen.com 指导教师

2016年3月19日

浅析消费心理对产品包装设计的影响

[摘要] 通常意义上消费心理是消费者的消费行为基础，同时这也是影响消费者

购买的首要因素。消费者在寻找、购买商品的过程中，就会不由自主的受到各种心理作用的影响，或受到各种心理要素的支配。其实质就是现实在消费者头脑中的心理反映。

文章首先介绍了消费心理和包装设计的概念，这样有助于对文章的理解和剖析。其次，文章阐述了消费者的购买动机，分析了动机的形成和动机的类型；最后是文章的重点之处，从包装的主要功能、消费心理对包装设计的要求、包装设计的心理策略等多个角度入手，详细的介绍了针对顾客消费心理的营销策略，进而提高对产品包装设计的要求。

[关键词] 消费 心理 产品 包装设计

Influence of the consumer psychology of product

packaging design

[Abstract] is the basis of mental activity in consumer behavior, but also their

behavior factors in the primary factors. Consumers looking to buy goods and services using processes and anytime, anywhere by a variety of mental function or psychological factors dominate. Its essence is the objective reality in the minds of consumers in a dynamic reflection.

The article first introduces the concept of consumer psychology and packaging design, and so contribute to the understanding and analysis articles. Secondly, the article describes the consumer's buying motives, there are two types of motivation formation and motivation; and finally at the focus of the article, the main function of the packaging, consumer psychology requirements for packaging design, packaging design psychology multiple angles strategy, a detailed introduction to consumer psychology for customer marketing strategy, and to improve product packaging design.

[Keyword] consumer psychology product packaging design

[目录]

第一章 绪论 .............................................. 4 第二章 相关的定义和概念 .................................. 5

2.1消费心理..................................................... 6

2.2包装设计..................................................... 6

第三章 消费者的购买动机分析 .............................. 6

3.1动机的形成................................................... 7 3.2消费者购买动机的类型 ........................................ 8

第四章 包装设计中的心理因素 .............................. 9

4.1包装的主要功能............................................... 9

4.1.1引起消费者的购买欲望 .......................................................................................... 9

4.1.2增强对商品的了解 ................................................................................................ 10 4.1.3产品质量的知觉线索 ............................................................................................ 10

4.2消费心理对包装设计的要求.................................... 11

4.2.1方便和安全 ............................................................................................................ 11

4.2.2产品的形象 ............................................................................................................ 11 4.2.3产品的美感 ............................................................................................................ 12

4.3包装设计的心理策略.......................................... 12

4.3.1按照消费者的习惯设计 ...................................................................................... 112 4.3.2按照消费者的消费水平设计 ................................................................................ 13 4.3.3按照消费者的性别、年龄设计 ............................................................................ 12

第五章 案例分析 ......................................... 14 结论 .................................................... 15 致谢 .................................................... 16 参考文献 ................................................ 17