What is the impact of women s consumption on modern packaging?

From marketing concept to packaging design, the psychological functions of all product packaging design include: the function of identifying instructions, the function of arousing interest, the function of transmitting information, the function of promoting trust, and the function of adding value to life. Therefore, the packaging design of cosmetics must be able to meet the core needs of female consumers, that is, it must highlight the real life value brought by consumption, rather than blindly boasting about the biochemical technology and extracted ingredients of the product itself.

In this era of advanced science and technology, for cosmetics of the same category and quality, they are appealing for the exquisiteness and texture of the outer packaging, and often have more use value differentiation and focus more on the marketing proposition of consumer interests, which will often help to reduce the vigilance and skepticism of buyers about product quality in this era of excess consumption.

Women's consumption can be broadly divided into impulsive consumption and rational consumption. Women's impulsive spending is particularly susceptible to emotional factors. Specifically, impulse spending.

It is divided into blind consumption and casual consumption. Blind consumption accounts for 1 4 percent of urban women. The main manifestation is that the purchase plan, the shopping plan is very weak, and it is easy to receive the influence of this, girlfriends or ** means.

This type of woman is more educated, younger, and predominantly young. Casual women make up a higher proportion of the population, and are characterized by a lack of planning and impulsivity, and are less susceptible to external influences.

Any woman, when she sees other women's beautiful clothes, will not say, I don't want it, in the popular tide of **, the promotion and mutual influence between peers is a very important factor. When a girl wears a certain style, a new style of clothing. Other women too, often don't want to be missed.

Women will never turn a blind eye to what other women say, they don't like straightforward sales, but they are easily influenced by the people around them. They are expressive and new, which often refreshes them, attracts attention, and arouses possessiveness.

Contemporary women, especially young and middle-aged women with high family incomes, like to compare themselves with others in life, and always hope to live a better, more comfortable and richer life than their colleagues, relatives and friends. In their consumption activities, in addition to satisfying their basic living needs or making themselves more beautiful and fashionable, they may also pursue high-end, high-quality, high-quality brand-name products or products with bizarre, vulgar, elegant and other distinctive characteristics in appearance, to show their superiority, economic wealth, and elegant taste.

From the perspective of common sense and law of market consumption, female consumers often make self-comparisons of goods and associate the consumption effect of goods in their purchase decisions. In addition, female consumers often feedback the impact of products on their self-image through peer evaluations and comparisons in publicity. For products that are satisfied with themselves, they have a strong desire to recommend, and for products that they are not satisfied with, the communication effect is more prominent.

The cushioning packaging material in the package also has a great impact on the customer's first impression. The use of more beautiful and updated cushioning packaging materials will make consumers feel that sellers are very attentive to their products and are quite serious about the customer's unboxing experience; With cushioning materials such as waste newspapers and old cardboard, the customer's first impression will become very poor, and the expectation of the product will be greatly reduced.

Packaging is still quite important, especially for the current era of e-commerce, packaging is even more important. In the past, when people visited physical stores, they saw the product first, and then they got the packaging, or even no packaging. And now, on the Internet, we can only see **, and can not see anything physical, when we buy the package delivered to the home, the first thing we see is the packaging, so the quality of the packaging can affect the customer's first feeling.