包装设计与消费心理.doc

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1、毕业论文包装设计——包装设计与消费心理学生：XXX指导老师：XXX摘要包装设计是现代商品新校的重要环节。本文通过包装设计对消费者的心理影响作用和包装设计者对消费购买者的购买心理因素展开探索、研究，找到包装在消费者的心理影响有哪些，一级怎样的包装才能消费者的购买欲望并且在市场竞争中立于不败之地。精良设计的包装有利于销售，会诱导消费者购买他们也许并不需要或必要的东西。所谓包装，不经具有充当商品保护神的功能，还具有积极的促销作用，随着近年来市场竞争的激烈，更多的人在想办法使之发挥出后一种作用，所以要从消费者的消费动机、购买欲望、设

2、计中的心理因素进行分析，使二者相互之间产生更好的价值作用。7毕业论文目录论文······································································2一、包装设计································································2（一）什么是包装设计·······················································21、内容···············

3、·············································2（二）包装设计对产品的作用···················································21、保护功能··························································22、销售功能···························································23、流通功能·················

4、·········································2二、包装对消费者的购买心理的影响···············································2（一）7毕业论文消费动机·························································2（二）购买行为·························································3（三）设计中的心理因素·············

5、·····································4三、包装设计对消费心理的认知···············································4（一）醒目····························································4（二）理解·····························································4（三）好感···························

6、·································5结束语·································································5参考文献······························································57毕业论文一、包装设计1.1什么是包装设计1.1.1内容包装设计即指选用适用于产品性征的材料，运用新颖的工艺手段，为包装商品进行结构上的造型优化和包装的美化装饰设计。包装设计不仅仅是艺术创造

7、过程，也是市场营销活动内容之一。包装设计作为一种特殊文化载体，它不仅体现着地特殊性，同时包装也起着传播文化特色的作用。包装设计涵盖的内容是十分丰富的，包装的材料、造型、质感、感染力等等要素。包装设计除了必须要遵循平面设计的规律外，还要反映出商品的信息、功能。一个成功的包装设计应能够准确反映商品的属性和档次，并且构思新颖，具有较强的视觉冲击力。从营销角度进行包装设计，必须重新认识包装设计为谁，包装设计为什么，包装设计是什么。包装设计，自然是为产品的包装设计。但是产品只是包装设计的客体，而不是主体。1.2包装设计对产品的作用1.

8、2.1保护功能保护功能是指保护包装内的商品，使之不受外来冲击；防止意外的自然因素造成内容物的损伤或变质。包装的结构、材料对包装的保护功能有十分重要的影响，如我们常见的液体食品包装，一般采用玻璃瓶、塑料瓶等封闭式包装为主，以防止产品受损坏，充分体现了包装保护产品的功能。1.2.2销售功能当今