Packaging and advertising are inseparable, because the packaging itself has the function of advertising, and advertising is often promoted by means of packaging. The process of packaging advertisements for the Kurisov effect produced by consumers is: stimulating sensory organs → attracting attention → inspiring curiosity (that is, a sense of interest) → inducing desires for desires → producing preference → firm determination to buy → finally contributing to purchasing behavior The realization.
First of all, advertisements should exert the psychological effect of "attention."
The purpose of advertising is to attract consumers' attention. This is the first step in the purchase process and is the precondition for success in advertising. "Attention" refers to the concentration of mental activity on certain things, namely, pointing and concentration. It is caused by two factors. One is the strength of stimuli; the other is the need of life and its own interest. Pay attention to make people's psychological activity in a positive state, play a function of organization and maintenance for psychological activities, and focus attention to ensure the clear, complete and stable image of perceived things.
To arouse the attention of consumers, we must first have enough stimulating intensity. Secondly, to increase the contrast between stimulating elements, the contrast of various stimulating elements within a certain limit is greater, and the stronger and more conditioned reflexes are generated. This includes contrasts between movements and statics, color contrasts, light and darkness, strength and weakness, and blank contrasts, and the length of text representations. The contrast between the advertisement and the surrounding environment is also very important. If the contrast is good, consumers will have easy accessibility, easy reading, easy to understand, and easy to remember. The third is to increase the incentive to stimulate. The novelty and interesting conception of advertisements, the attractive subject matter, and the rich artistic processing of patterns are one of the keys to keep an eye on and can further stimulate the intensity of interest. The subject matter is advertising. Through summarizing, refining, modifying, and exaggerating techniques, the image of a product is highlighted and people cannot forget it.
Second, advertising should play a psychological role in memory.
It is very important for consumers to think, compare, and evaluate commodities after they have a memory of their product information. Memory is the reaction of the human brain to what has been experienced. It includes: (1) The memory of the perceived image. That is, the shape, size, color, sound, space-time relationship of things, etc. It can sense the product through the visual, auditory, and olfactory images; (2) the memory of language concepts. That is, the memory of the human brain for the written materials, thoughts, and thought process. For this reason, this kind of memory is the most stable. It not only includes the appearance of the product, but also has performance indicators, meanings, and other contents. (3) emotional memory. People's memories of experienced emotions, such as joy, satisfaction, surprise, regret, and chagrin. (4) memory of exercise. Refers to the consumer's memory of past purchases of goods.
In fact, the same thing will produce completely different memory results for different people. Therefore, in order to enhance people's memory, businesses often take various forms of advertising to achieve their goals. The main methods are: (1) Using intuitive images to remember. For example, exhibitions, exhibitions, operation and use of shows, video recordings, etc. (2) Use language summaries to remember. Since representations and vocabularies are stored in the brain and easily restored, memory can be enhanced by means of a highly refined summary of written words. (3) Appropriate changes and appropriate repeated stimulation. That is, through appropriate changes in information to reduce fatigue, enhance interest, increase memory, and use multiple repetitions of the same message to increase impression.
Third, exert the psychological effect of the Curieshoef effect.
It is also an effective method to use the intrinsic and external relations of things to arouse consumers' associations and enhance the stimulating effect of advertising. In accordance with the different connections between things, Lenovo can be divided into the following four categories: (1) close to the association. Caused by the association of time and space; (2) Analogy association. Caused by nature, shape and similarity; (3) contrast association. It is caused by people's perception of things and the opposite of things; (4) Relational association. Caused by the interrelationship of things. No matter what kind of association, it can help consumers get inspired from other things and cause emotional activities.
There are many ways to use associative psychology in advertising to improve the effectiveness of advertisements. For example: (1) Using well-known and popular images as metaphors for commodity expertise; (2) Implicating simple, elegant, philosophical, intriguing language, and stories Various benefits and conveniences that goods bring to consumers; (3) Inducing consumer desires through the use of front and back comparison screens.
The Curieshoef effect in advertising is also reflected in the mutual arrangement of advertisements for different products. For example, billboards for Coca-Cola and Chunlan refrigerators stand side by side. Coca-Cola's "direct-to-the-fresh world" and "even after the ice is more delicious" slogan can be said that Chunlan refrigerators have created the best context for advertising. If you think about it, if a Coca-Cola advert is replaced with a certain dermatitis ad, it will cause a reaction in the consumer's mind. Therefore, to create a good Curiesov effect on the relevance of advertising, it must be noted that there is a good correlation between the two advertising brands, such as Great Wall Lubricants and Ferrari sports cars, Mitsubishi dry cleaners and Shanshan suits. There is also a benefit of this tie, that is, the former is a weak brand, the latter is a strong brand with long-standing reputation. The result of the tie-up is that disadvantaged brands use the popularity and reputation of a strong brand to enhance their own image, and they increasingly have an identity in consumer psychology in order to achieve the ultimate goal of sales.
China Packaging Design Technology Symposium Proceedings
Author: Xinqiao Juan