The Emotional Appeal In Package Design

Emotion is one of the important factors that decides people’s purchasing motive. From the perspectives of materials, shapes, graphics, colors, fonts and formats in package design, this thesis analyses and studies emotional characteristics created by all factors in order to arouse consumers’sympathetic response, to evoke consumers’ psychological needs, and to make them purchase the commodities in the end.Emotion is the psychological response created by consumers’own experiences which are realized through five senses. Package design is the activity that the designer puts the emotional factors into the design to simulate sufficiently people’s five senses, to evoke people’s beautiful hopes and memory, to gain people’s identification and attract people to make purchase in the end.Package materials reflect their characteristics and existence through people’s five senses. Proper application of package materials in package design can give consumers the psychological satisfaction of historical, modern and top class senses, which makes the commodities more attractive, colorful and full of emotions.Package shapes are divided into realistic and abstract categories both of which can bring people senses of pleasure, excitement, beauty, anger, sorrow or terror. It helps commodity promotion to put some emotional elements into package containers’ shapes.The main purpose of package graphics lies in the creation of communications and responses with consumers through the images. Package graphics simulate consumers’ sense of identification through realistic reproduction, produce beautiful images through decorative elements, evoke emotional response through symbols, show characteristics and relaxation through taste and fun to acquire consumers’ identification.Color is also the emotional element in package design. Colors show happiness, luxury, vividness, romance and modernity. Only if the designer really understands colors’ influence on people’s psychology and target consumers’ color psychology, can he apply colors more adequately to package design to make package full of life and energy.Package fonts give people different psychological feelings because of their different shapes. Delicate or elegant, strong or powerful, bold or generous, tasteful of lovely, reasonable package fonts influence people’s purchasing desire emotionally.Package design formats are smooth or serene, moving or balanced, active or interesting. Formats influence people’s aesthetic psychology mechanically, and they are also important elements in influencing the sense of times in packages. The successful format design has the attractive effects to create packages’ emotional characteristics, to make the reading process smooth and to simulate people’s purchasing desire.Green package is becoming more and more acknowledged and identified by consumers. Package emotional appeal doesn’t advocate material waste, but advocate emotional expression in proper material application.In a word, the emotional appeal in package design focuses on caring for consumers’ emotions, environmental protection and humanization in order to promote sales.