On the Effect of Beverage Packaging Design on Consumer Psychology

摘要:饮料包装设计能够反映产品的定位和品牌的创造力，对消费者心理产生直接迅捷的影响，具有促进销量和提升品牌价值等功能。饮料包装设计可以通过材质、形状、颜色和商标等方面的创新对消费者的视觉、触觉进行刺激，满足特定消费者群体的心理需求，进而影响其购买或回购的决定。要在竞争中脱颖而出并形成独特的品牌包装风格，制造商在设计饮料包装时既要考虑突出自身的产品定位，传达品牌既有的价值取向，也要揣摩目标消费者的心理特征，以确保能对其产生积极的影响，促进销售产品。

关键词:饮料包装，消费心理，设计

Abstract: Beverage packaging design can define and promote the products as well as the brands by projecting a direct and immediate impact on the consumers' psychology. Beverage packaging design stimulates consumers' sense of vision and touch through innovations in material, shape, color and image, so as to meet the psychological needs of target consumer groups and further influence their decisions of purchase or counter purchase. To stand out from the competition and form a unique brand packaging style, manufacturers should not only highlight the product positioning, conveying the value orientation, but also take into considerate on the psychological characteristics of the target consumers so as to ensure a positive impact and lasting sales.

Key words: beverage packaging, consumer psychology, design