Against the backdrop of rapid economic development, the consumption concepts of young consumers have undergone corresponding changes with the improvement of their living standards. Skin care products are necessities of life, as well as products that can enhance self Superiority complex, and contain huge business opportunities. In the skincare market, consumers not only care about the functionality and practicality of the product itself, but also pay attention to the visual experience and packaging quality of the product. Domestic and foreign skincare brands are overwhelming, and packaging has become a key factor in determining the product to stand out in the fierce market competition under the same functional conditions. So, packaging is no longer a simple technology, it has become a complex cultural process, symbolizing the brand's philosophy and cultural story.
1. Consumer psychological characteristics of female consumers
In the skincare market, women are the main consumers. They have the ideal of pursuing beauty and maintaining eternal youth, and are willing to spend a lot of money on skincare products. Manufacturers invest a large amount of capital in producing and promoting products to meet the psychological needs of female consumers, stimulate their purchasing power, and continuously study the changes in women's consumption psychology. For example, women have a strong desire for beauty, and during the purchasing process, they will have a particular preference for products with strong decorative properties, novel styles, and unique designs. Women also have strong emotional memory, so products with aesthetic value are more likely to stimulate their desire to purchase. With the development of women's consumption philosophy, they not only focus on the benefits that the products themselves can bring, but also pay attention to the identity symbols that the purchased products can bring to themselves, hoping to showcase their values and taste from the products. In the design of skincare packaging, adding humanized design elements showcases the fashion and innovation of the product, which can attract female consumers. Male consumers are not particularly prominent in the skincare market, as they prefer practicality and do not have much demand for product packaging.
2. Consumer self needs
Consumers make purchasing decisions based on their own needs. Consumer demand will develop step by step with the changes of the times and the growth of age, from a demand for material things to a demand for spiritual things. Therefore, contemporary packaging design is no longer simply to protect products, it needs to have more meaning and functions, and can be carefully considered from every link of packaging design, such as concept creation, box type innovation, color orientation, graphic selection, Type design, material experiment, etc., with the purpose of connecting consumers and products, so as to achieve spiritual resonance. Young consumers attach more importance to the trendy packaging of skincare products, pursuing a sense of youth, and can use more fashionable elements and colorful colors in design. Mature consumers value the practicality and taste of their products more, and when designing packaging, they need to reflect the practical value of the product, with a design style that tends to be simple and elegant. Only by mastering the self needs of consumers and understanding different types of consumer psychology can products be positioned accurately in the market.
Visual consumption has become an important part of consumption concepts. Most designs in foreign countries are very minimalist, even using single colors to reduce ink usage, without the feeling of excessive design. They are environmentally friendly and healthy, which reflects their concept of putting nature first. For example, Fresh, known as the "lady of the plant kingdom," has natural ingredients and excellent effects, which are favored by many consumers. The packaging of Fu Lei Shi skincare products is almost always white ceramic bottle body, paired with pink outer packaging paper boxes. Although seemingly simple and unadorned, there is a lot of effort in the design. The weight of the ceramic bottle body, the detailed concave and convex patterns on the packaging box, and the retro text all demonstrate a low-key and luxurious atmosphere. Many consumers have shown that they are really attracted by their meticulous and unique packaging design to buy Fulaishi products, and only after use do they realize that the effect is significant, which is a typical visual psychology driving Consumer behaviour.