Research On Emotional Packaging Design Based On Female Consumption Psychology

Feudal society, women have been dependent on the survival of men, in the purchase of consumption basically no dominant. In modern society, more and more women join the creation of social wealth, women's social status and economic status has also been improved, so that women gradually master the financial dominance of the family and decision-making power. With the development of China's economy and the expansion of the commodity market, the modern consumer society has turned from "the principle of demand" to "the principle of desire". At the same time, in the policy of stimulating domestic consumption and the mass media under the influence of the traditional concept of women to live a simple life, housework has gradually been consumption demand and the pursuit of desire and replaced. Now the consumer market for women's desire and quality improvement has become unprecedented prosperity. But while women enjoy an increasingly prosperous and rich material, it has already begun to tire of meeting the material needs, and gradually shift to the design that can promote the spirit of pleasure. Commodity to seize the hearts of female consumers, first of all to understand the culture of mass consumption of female consumers psychological characteristics and emotional appeal, through the packaging of goods to establish the emotional communication with female consumers, the emotional packaging design can be able to touch the emotions of female consumers and stimulate female consumer desire to buy, achieve the ultimate goal of product packaging design.The female consumer psychology as the guidance, the emotional design theory is applied to the packaging design, explore the female consumer psychology and emotional deep relationship between packaging design, packaging design, and strive to find more humanization and emotion from the angle of theory of new starting point, so that the design can better meet the needs of female consumers to emotional packaging the design demands. Attempts to pass the study on packaging design of female consumer psychology and emotion, deepen the packaging industry designers should be more in the female consumers consider the position of design problems, and better for their thoughtful and create feelings of pleasure design packaging design of the use of the concept of experience. This paper mainly from three aspects: on the one hand, the impact on women consumption of the mass consumption culture, consumption factors and psychological characteristics in-depth analysis, puts forward the modern female consumers of emotional design demand; on the other hand, the emotional design theory re-examine packaging design, the packaging design should be emotional pay more attention to physiological factors, the psychological and emotional factors of the conclusion; finally, in three different levels of emotional semantic design combined with the case of in-depth analysis to meet the needs of female consumer psychology emotional packaging design value, summarize the emotional packaging design from the aspect of instinct to stimulate the desire to buy, from the behavior level the use of interest and mobilize, extending from the reflection of the level of emotional packaging, packaging design to better serve the female consumers Finally, to provide them with personalized emotion have great originality experience, this is the most vigorous competitive advantage.