Reseach On Food Packaging Design Of Xinghualou Based On Consumer Psychology

Based on consumer psychology,this paper digs deeply into the consumer psychology and needs of different users,and puts forward four packaging design methods aiming at four consumer psychological preferences from three aspects of packaging color,material and shape.The purpose of this paper is to design food packaging of apricot blossom building more in line with consumers' different psychology.The specific research contents are as follows:(1)Combing the related concepts of consumer psychology,focusing on the analysis of the relationship between consumer temperament types and consumer psychology.Starting from the psychological needs of consumer psychology for packaging and drawing lessons from temperament measurement tables,this paper classifies the types of consumer temperament types,and then determines the types of consumer psychology of four temperament types by combining qualitative and quantitative methods.(2)The packaging design and its elements were analyzed,and the relationship between packaging design and consumer psychology was elaborated.The mapping relationship between different types of consumer psychology and packaging design was analyzed and summarized based on the general principles of packaging design and the application principles of packaging elements.(3)By means of questionnaires,the preferences of different consumer psychology for packaging elements were explored by correlation analysis and semantic difference.(4)The process of packaging design based on consumer psychology was constructed.Four types of consumer psychology were designed for Xinghualou brand food,and the design evaluation experiment was carried out with eye-movement instrument.The results of design practice were tested and evaluated to verify the rationality of the design strategy proposed in this paper.