Research On The Influence Of Interestingness Of Packaging Designs On Consumers’ Purchase Decision

With the development of economy, the product types increase and product homogeneity grows considerably. Packaging is the first business card of products for consumers, so, how to make the products be remembered by consumers, impressive and eye-catching among the wide variety of goods and then further affect consumers’purchase decisions has become brand new issues for contemporary designers. In the past, consumers only focused on products and the material pursuit of product quality. However with the constant improvement of people’s quality of life, they turn to focus on the packing of products gradually and the spiritual pursuit of emotional needs. Thus, packaging turns to pay more attention to mental functions compared with the focus on physical functions in past. The interestingness of packing plays a very important role successfully attracting customers, meeting their emotional needs, and inspiring their desire to purchase under the pressure of competition.Based on the researches on consumers, it is easy to find the needs of consumers can be directed with certain external influence, and can be disappeared or transferred with the interference of some objective factors. A successful interesting packaging design attracts modem consumers with the novel form, unique image, profound connotation and relaxed emotion and influences consumers’purchase decisions.Compared with the development throughout the world, China’s packaging design is still relatively backward, along with the rapid development of economy, however, product types also gradually increase, and the purchasing power of consumers greatly increases at the same time. And the previous rough and single traditional packaging forms are not valued by the market. China’s packaging design field has gradually developed toward the high-level and emotional consumer demand, thus interesting packaging allows consumers to learn product packaging from perception to imagine with deep impression by virtue of its unique advantages, which complies with the trend of the market.In this paper, through the study on the relationship between interestingness and consumer psychology, the influence interestingness packaging designs on consumers’purchase decision is discussed. And based on the investigation, summary and study on the market, the kinds and forms of packaging designs at home and abroad are summarized, and the present situation and development of interestingness packaging designs at home and abroad are made relatively systematic analysis and research. Combining with the typical case analysis at home and abroad, how different types and forms of interestingness packaging designs influence consumers’ purchase decisions is learnt, and the elements affecting consumers’buying decisions are summarized. Besides, through the results of the study, the design methods and application value of interestingness packaging are explored. The research can be used as a reference for product packaging designs in China, and it provides theoretical basis for the packaging of the products that combine with the actual situation and accord with modern consumer psychology as well as the market needs.