Application of Aesthetic Psychology in Commodity Packaging

Abstract: By discussing the application of aesthetic psychology in commodity packaging. Analyze the intrinsic link between commercial psychology and consumer psychology in the process of commodity sales, and conduct in-depth and detailed research on the application of psychological process theory in commodity aesthetics, and provide development for commodity packaging design and how to make consumers make purchasing decisions. Theoretical basis.

Keywords: aesthetic psychology; commodity packaging; psychological process theory

People always feel a variety of beautiful things and phenomena in their activities of understanding and transforming the objective world. When people are attracted by the beauty of objective things, and concentrate on admiring it, it will produce a special psychological activity. The feelings of the United States are the unique cognitive abilities of human beings developed in long-term social practice. They are not animal-like purely sensory activities, but rather deeper sensory activities linked to human consciousness and rational thinking activities. Commodity packaging design is to combine rational design intent, inner association and sensible value together. Commodity emphasizes respect for human emotions on the basis of emphasizing functional factors and economic principles, and emphasizes the organic structure and emotions of commodity packaging. Quality, to arouse the audience's closeness and trust in the product. Aesthetic psychology is an interdisciplinary discipline formed by the combination of aesthetics and psychology. It is generally believed that the research object of aesthetic psychology is aesthetic experience (including aesthetic appreciation and artistic creation), while the viewpoints and methods of research are mainly psychology. Aesthetic emotions, tastes, ideas, wills and even acts are all produced in the aesthetic activities of the objects. Therefore, the relationship between psychology and aesthetics is very close to L2. Studying aesthetics and ignoring the aesthetic psychology of the subject can not grasp the nature of the aesthetic laws, and the aesthetic of people's packaging of goods is also the same. The production of goods is the result of the producer's thoughts and feelings (IB's) and behavior; after the goods enter the circulation field, they have been in the interaction of the psychological and behavioral sides of both the marketing and the consumer. Therefore, to study the aesthetic law of commodities, we must study its aesthetic process from the perspective of psychology, and in-depth exploration of people's psychological characteristics of commodity aesthetics.

1 The aesthetic influence of psychology on commodity packaging

Commercial psychology and consumer psychology are the inevitable result of the deepening of psychological research and the development of modern commodity economy. The contents of business psychology and consumer psychology studies are both related and different. Business psychology mainly uses the various aspects of commercial marketing activities to grasp the emergence, development, and laws of psychological phenomena of managers and buyers. Examples include the study of psychological phenomena in the design and sale of new products; the study of commodity names, trademarks, packaging, and psychological phenomena related to prices; and the study of psychological phenomena in commercial advertisements and store furnishings. Consumer psychology mainly grasps the generation, development and regularity of psychological phenomena from various aspects of consumer demand and purchase activities. For example, study the consumer's needs, motivation, and the psychological phenomenon of the decision; study the psychological phenomenon of consumer personality and commonality.

It can be said that the contents of commercial psychology and consumer psychology are different, but they are consistent in some aspects. The main objectives of the study are the psychological aspects of consumer purchasing behavior, reflecting the purpose and starting point of their research; their research can not be separated from the beginning of the commodity, including the product's image, function and sales methods. To sum up, business psychology and consumer psychology focus on the psychological phenomenon of people from different angles of buying and selling. The study of commercial psychology and consumer psychology has opened up new ideas for the application of psychology in the commercial field. It has far-reaching significance for the improvement of the level of commodity production, the scientificization of business operations, and the promotion of purchasing power.

2 The application of psychological process theory in aesthetics of commodity packaging

The application of psychological process theory in commodity aesthetics is first manifested in the special role of various complex mental activities in the psychological process (such as perceptual awareness, representation and imagination of the cognitive process, memory, attention, etc.) in the aesthetic activities of goods; The aesthetic activities of the manufacture, marketing and promotion of merchandise.

2.1 The role of sensory perception in the aesthetic activities of commodity packaging

From the point of view of modern communication science, the end point and destination of information transmission is the “receiver of information”. When information truly enters the scope of the recipient and is interpreted and absorbed by it, the communication will complete a relatively complete movement. In the interrelationship between the objective world and human beings, objective things directly affect the senses of human beings, and they produce feelings and perceptions of things. Feeling is a reflection of the individual attributes of objective things, and perception is a reflection of the overall attributes of objective things. Nothing exists in the form of individual attributes but in the form of an overall attribute. People understand commodities through repeated and holistic perceptions, so that the mind obtains an overall image. Therefore, although perception is a prerequisite for perception, perception of people is of great importance. The study of aesthetic psychology of commodities must pay attention to the psychological laws of perception.

According to consumers' perceptions of commodity beauty, commodity manufacturing and marketing activities should first emphasize the overall image of the product. In terms of product design, not only the use value and shape of the structure, function, etc., but also the aesthetic value of the decoration should be consistent and consistent. The various parts (shape, color, texture, texture, decorative patterns, etc.) must be matched properly. To do this, we must combine technological design and practical art design. In addition, the importance of the overall structure of the performance of goods. Overall, sexual aesthetic features are one of the aesthetic rules of commodities. The overall structural beauty mainly refers to the coordination and unity of a group of related commodity combinations. This kind of commodity combination can be regarded as the whole object of perception.

2.2 The Effect of Appearance and Imagination on the Aesthetics of Commodity Packaging

In terms of appearance, there are two kinds of situations in which people take purchasing behaviors under the stimulating effect of goods and their advertising. It is that it is directly affected by making purchase decisions in the case of perception; the other is the indirect effect of making purchase decisions in the presence of appearances in the mind. Most situations tend to be the latter. When consumers purchase goods, they compare many similar products in the store and compare the relevant images in the mind before deciding whether to purchase. Therefore, product image and propaganda must leave consumers with a beautiful and profound appearance.

How to leave a good and profound appearance in the minds of consumers? The most important thing is that they should creatively improve the value of the evaluation of goods and improve the visual effect of displaying the aesthetic value of goods. The aesthetic value of commodities must not only represent its overall image beauty, but also exhibit certain aesthetic styles and characteristics, such as the characteristics of different regions of origin, traditional features, and so on. In addition to these, and as the main body of merchandise sales - stores, how to mobilize consumers' buying enthusiasm. First of all, it is necessary to provide consumers with a “beauty environment.” Furthermore, we must create a holistic approach to store atmospheres in terms of aesthetics of merchandise, display in the window display, advertising, customer service, including sound effects, etc. Stores open up customer rest areas. These methods are very useful for consumers to maintain good appearance of goods.

2.3 Attention to the aesthetic effect of commodity packaging

Attention is a positive state of mental activity, so that psychological activity has the direction and concentration of certain objective things. To enable consumers to cause an aesthetic attention to a certain commodity, first of all make the stimulant (commodity) have the conditions that cause aesthetic attention. (1) The stimuli should have a new opposite sex, including novelty styling and novel ideas for merchandise advertisements, etc.; (2) Irritant: It should be in a static state for a long time, but it must change in time, or even mutate, and the image of the product remains unchanged for many years. Monotonous display forms, no new ideas for advertising, and so on, are not conducive to attracting consumers' attention; (3) Using heterogeneous stimulation principles. Heterogeneous stimuli refer to stimuli of different qualities, which have a clear focus and are more likely to attract consumers' attention. Heterogeneous stimuli has a significant effect on commercial decoration patterns, trademarks, and advertisements. For example, in the production of decorative patterns and advertising posters, attention should be paid to leaving “blank space”.

2.4 The Effect of Emotion and Will on the Aesthetics of Commodity Packaging

The emotional process is the experience of human subjective attitudes formed in the process of human social development. The will _ is the final stage of the psychological process of the objective things. It directly directs people to take corresponding actions on objective things, and people purchase goods. Decisions are both wills. Emotion and will have great significance for the process from the aesthetic to the purchase of goods. First of all, the product design juice, marketing must start from a certain consumer aesthetic requirements, to provide them with the corresponding aesthetic value of goods or merchandise, so that consumers form a desire to buy merchandise, promote purchase decisions; Second, due to the aesthetic value of goods is mainly reflected in In the product image, the good image of a healthy product can touch the health psychology of the consumer and make it possible to make a correct purchase decision.

3 Conclusion

Human aesthetic activities are inseparable from those who are the subject of aesthetics. The phenomena of perception, imagination, and emotion caused by the creation and appreciation of aesthetic objects cannot be separated from human physical and psychological activities. Consumers' demand for goods no longer stays in the phase of low price and high quality, but more in pursuit of new social popular style, pay attention to decorating and aesthetics, and pay attention to the artistic quality of commodity packaging. Therefore, product design must meet people's requirements for the physical function of the product, but also to meet people's psychological needs, including aesthetic appeal. With the continuous improvement of the standard of living and the level of demand, the psychological needs are more important than the physiological needs, and the role of the purchase motivation and its purchase behavior is even more important.

Tao Yu Xiangfan University

Source: Packaging Engineering