Consumer psychology research shows that consumers have complex psychological activities before and after purchasing goods, and differences in age, gender, occupation, ethnicity, educational level, social environment, etc., divide many different consumer groups and their different The same consumer psychological characteristics.

1. Realistic psychology: The main consumer psychological characteristic of most consumers in the consumption process is realistic psychology. They believe that the actual utility of the product is the most important. They hope that the product is easy to use, cheap and good quality. novel. Consumption groups with a realistic mindset are mainly mature consumers, wage earners, housewives, and elderly consumer groups.

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2. Psychology of pursuing beauty: Consumers who have a certain affordability in the economy generally have a psychology of pursuing beauty. They pay attention to the product's own shape and external packaging, and pay more attention to the artistic value of the product. The consumer groups who hold the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in this group is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the performance of aesthetic values.

3. Psychology of seeking names: No matter which type of consumer group exists, there is a certain psychology of seeking names. It attaches importance to the brand of the product and has a sense of trust and loyalty to well-known brands. Where economic conditions permit, even the high price of the product and insist on subscription. Therefore, establishing a good brand image in packaging design is the key to successful product sales.

In short, the consumer's psychology is complex and rarely maintains one orientation for a long time. In most cases, it is possible to combine two or more psychological requirements. The pursuit of psychological diversity has prompted product packaging to present equally diverse design styles.