According to the survey results of the consumer psychology of the people by the Social Investigation Office of China (SSIC) in recent years, the characteristics of consumer psychology can be summarized into the following categories:

1. Realistic psychology

The main consumer psychology characteristic of most consumers in the consumption process is truth-seeking. They believe that the actual utility of the product is the most important. They hope that the product is easy to use, inexpensive and good, and does not deliberately pursue beautiful appearance and novel style. Consumer groups with a realistic mentality are mainly mature consumers, working class, housewives, and elderly consumer groups.

2. Seeking beauty

Consumers who have a certain degree of financial tolerance generally have a psychology for beauty, pay attention to the shape of the product itself and external packaging, and pay more attention to the artistic value of the product. The consumer groups with a desire for beauty are mainly young people and intellectuals, and women account for 75.3% of these groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the psychological manifestation of aesthetic value.

3. Seeking differences

Consumer groups with a mentality of seeking differences are mainly young people under the age of 35. This type of consumer group believes that the styles of products and packaging are extremely important, and they must be novel, unique, and individual, which means that the shape, color, and graphics of the packaging are required to be more fashionable and avant-garde, but the use value and price of the product are not very high. care. In this consumer group, juveniles and children account for a considerable proportion. For them, sometimes the packaging of the product is more important than the product itself. For this group of consumer groups that cannot be ignored, its packaging design should highlight the "novelty" characteristics to meet their psychological needs for seeking differences.

4. Herd mentality

Consumers with herd mentality are willing to cater to popular trends or imitate the style of celebrities. This type of consumer group spans a large age group, because various media's vigorous promotion of fashion and celebrities promotes the formation of this psychological behavior. To this end, packaging design should grasp popular trends, or directly introduce product image spokespersons that are popular among consumers, so as to increase the trust of products.

5. The psychology of seeking a name

No matter what kind of consumer group, there is a certain psychology of seeking a name, value the brand of goods, and have a sense of trust and loyalty to well-known brands. When economic conditions permit, even insist on subscribing regardless of the high price of the product. Therefore, the establishment of a good brand image in packaging design is the key to successful product sales.

In short, the psychology of consumers is complex, and they rarely maintain one orientation for a long time. In most cases, it is possible to combine two or more psychological requirements. The pursuit of psychological diversity promotes product packaging to present the same diverse design styles.