《浅析商品包装设计对消费者消费心理的影响毕业设计》.doc

浅析商品包装设计对消费者消费心理的影响【摘要】包装的主要功能是保护商品，其次是美化商品和传达相关信息。随着人们生活水品日益提高，人们不再只满足于生活上的温饱，对于商品也是越来越挑剔，包括注重商品的外包装。好的包装设计除了要解决设计中的节本原则外，还要着重研究消费心理，符合消费者心理需求，才能使该产品从同类商品中脱颖而出，达到预期的效果。【关键词】商品 包装设计 消费心理【目 录】一、包装和消费者心理的含义 1 （一）包装的含义 1 （二）消费者心理的含义 1二、包装的作用 1 （一）识别功能 1 （二）便利功能 1 （三）美化功能 2 （四）联想功能 2 （五）体现价值的功能 2三、商品包装对消费者心理的影响 2 （一）对少年、儿童心理的影响 2 （二）对青年消费者心理的影响 2 （三）对老年消费者心理的影响 3 （四）对女性消费者心理的影响 3四、消费者的心理特征 3五、基于消费者心理的包装策略 4 （一）尊重习惯的包装策略 4 （二）个性需求包装策略 5 （三）情感性包装策略 5 （四）错觉包装策略 6参考文献 6随着人们生活水平不断提高，人们不再只满足温饱的生活，而对商品越来越挑剔。包装是商品的信息载体,是商品与消费者直接见面的视觉形象，比起其他广告来，更容易吸引消费者的注意力；一种商品能立足于市场，取信于消费者，往往与商品包装有着密切的关系。随着市场经济的发展，人们购买力的不断提高，商品包装对促进商品销售越来越明显。如何设计适应商业活动和消费者乐于接受的商品包装，已受到越来越多的包装设计者和商品生产者的重视。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of e