How the hottest cigarette packaging breathtaking

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How cigarette packaging breathtaking

cigarette packaging is closely related to consumers' purchase behavior. Because China is the cigarette consumer with the largest sales volume and the most brands in the world at present, in the face of a large number of cigarette brands in the market, consumers have great selectivity in their purchase behavior, which is an important reason why some brands of cigarettes sell well and some brands are unsalable. The survey shows that the proportion of herd consumption in cigarette consumption is gradually increasing. According to psychological theory, we know that any consumer who buys goods must make a comprehensive analysis of the impression he feels before deciding whether to buy. Therefore, the packaging of cigarettes is very critical

cigarette packaging is closely related to consumer psychology

cigarette packaging is closely related to the impact of consumer psychology, mainly in the following aspects:

Futures: Coke 1601 narrow range shock 1, cigarette packaging reflects value

cigarette packaging is an important means to realize the value and use value of cigarette products and increase its value. Cigarette packaging is a part of the product, which is used to convey information, sell cigarettes, maintain quality and brand reputation. At the same time, like cigarette brands, it has the role of perceptual clues to consumers. It conveys specific symbols to consumers and gives them the image of product quality, grade and characteristics that are valued by environmental protection and energy-saving technology in the film blowing machine machinery industry. It is the basic way of cigarette perception communication. The packaging of cigarette products plays a particularly important psychological role, but in the view of many cigarette enterprises, product packaging does not seem to be paid enough attention. They do not understand that the logo and color of trademark paper are not attractive to consumers, so the best advertising and quality will fail. If the small box is transparent and unsightly, all the energy and expenses spent on the brand of cigarettes may be wasted. Market feedback shows that some cigarettes also have packaging problems, such as poor packaging of small boxes, no trademark paper and lack of boxes. These seemingly minor problems will always directly affect consumers' purchasing psychology and behavior

2. Psychological function of cigarette packaging

although the design of cigarette packaging has carried out a lot of research and innovation, the basic design has not changed much. For example, the basic composition of cigarette packaging (soft package) is as follows: (1) a transparent film with tension strap; (2) An outsourced trademark paper; (3) A paper inner cladding made of aluminum foil, and the top is sealed and pasted with a sealing label. Psychological research shows that the action of smokers opening soft packs is a very important part of their habits. From a psychological point of view, the procedure of opening the cigarette box is very important to the smoker, because he can personally see that the cigarette is well protected from this process. At the same time, the process of opening the cigarette bag can make him feel happy mentally. It is worth noting that the psychological impact of the torn handle of the strap and the crisp and tight feeling of the cigarette pack on smokers is subtle. Some consumers buy cigarettes of a certain brand repeatedly for no other reason, just because they like the special feeling when tearing the cable

3. Cigarette packaging design, packaging materials and packaging color

because the packaging specifications of cigarette products are relatively unified in the market, in order to distinguish other brand products, packaging design, packaging materials and packaging color play an important role. They provide consumers with information about product quality and grade. From the perspective of psychology, different cigarette packaging designs and packaging materials can leave consumers with completely different product impressions. At the same time, packaging design and packaging materials are important basis for consumers to evaluate the quality of cigarette products

in terms of vision, color precedes shape, and color plays a preconceived role in cigarette product packaging. In order to achieve obvious cigarette window display and publicity effect, packaging color must be taken as an important part of cigarette product design. Psychological research shows that different colors have different psychological reactions to consumers. Some people have done cigarette packaging color experiments. Cigarettes with exactly the same packaging design and quality are packaged in four colors of white, red, green and coffee on the second day of the release of the new national standard, and then different smokers are allowed to observe, compare and evaluate. The results show that although the participants' personal personality, hobbies There are great differences in cultural level, but the conclusions are surprisingly similar: they believe that there are great differences in the four colors of cigarettes. It is considered that the cigarette packed in white has soft and light taste; Cigarettes packed in red are full of flavor and energy; Cigarettes with green packaging are elegant, mellow, comfortable and high-grade. Therefore, the correct use of packaging color matching method plays a good role in maintaining the style of cigarette products and psychological induction to consumers

4. Psychological strategy of cigarette packaging

packaging is one of the important means for enterprises to create profits. Cigarette packaging decision is an important decision of enterprise marketing activities. There is no good market without good packaging, which is already a marketing law. Cigarette packaging is the direct and main transmitter of cigarette product personality, and is the most sensitive and influential factor of product personality

there are two secrets to successful cigarette packaging

in order to make a successful cigarette packaging decision, we must pay attention to the following two factors: 1. Cigarette product packaging must meet the emotional and aesthetic needs of consumers. Usually when consumers buy cigarettes, for unfamiliar brands, they always like to choose products that look in line with their own tastes, that is, they prefer to choose cigarettes whose packaging image is consistent with their own aesthetic habits, interests and ideals. For example, the "Salem" brand cigarette, which ranks first in the sales of menthol cigarettes in the world, has a hard box cigarette packaging design with white as the main color, representing purity, romance and comfort; The brand name is set off with green lines, adding a bit of nobility and freshness; The top of the cigarette box is a green tree shaped shrinkage, symbolizing the lush forest and nature. The whole cigarette box packaging design reflects a fresh, elegant, natural and pleasant mood, highlights the characteristics of mint cigarettes, and especially caters to the appreciation habits of intellectuals and women

2. The product packaging image cannot be easily changed. Cigarettes are habitual consumer goods, and consumers like to buy according to their familiar packaging image. Once cigarette packaging forms a deep impression in consumers' memory, changing this packaging will take a lot of risks. Because any change of packaging image may make consumers doubt and distrust the product image, and think that the cigarette products with changed packaging have been very different from those before the change. Continuing to buy may bring risks, leading to the interruption of consumption. Therefore, before deciding to change the product packaging, enterprises must analyze whether the change of packaging has a positive or negative response to consumers' purchase, and analyze the impact of changing packaging on product profits and market sales. In cigarette packaging decision-making, similar packaging strategies, multiple packaging strategies and gift packaging strategies are often used by cigarette factories. Adopting the above packaging strategies and the organic combination of advertising, promotional activities, prices and other marketing tools can strengthen and stimulate consumers' purchasing psychology, so as to induce the realization of their purchasing behavior

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