基于消费者心理的男性化妆品包装设计分析-包装工程.PDFVIP

第 38 卷 第 8 期 包 装 工 程 2017 年 4 月 PACKAGING ENGINEERING 207 基于消费者心理的男性化妆品包装设计分析 蒋永华 （北京工商大学，北京 100048 ） 摘要： 目的从男性消费者心理的角度来分析化妆品包装设计。方法 通过调研分析男性消费者选购化妆品 品牌的关注因素，皮肤关注点和困扰，购买化妆品的原因，以及男性消费者偏爱的化妆品包装设计。结论 男 性化妆品包装应展现出更强劲的视觉冲击力，令消费者感到使用产品后可以精神饱满，更有男士魅力。男 性消费者偏爱的化妆品包装设计中，包装造型偏向简洁大方和稳重有力的风格，包装材质以玻璃和塑料为 主，包装色彩倾向以黑白灰为主，以少量鲜艳色彩搭配，或冷色系为主，装饰图形崇尚简洁风格。 关键词： 男性化妆品；包装设计；消费者心理；品牌 中图分类号：TB482 文献标识码：A 文章编号： 1001-3563(2017)08-0207-04 The Analysis of Male Cosmetics Packaging Design Based on Consumer Psychology JIANG Yong-hua (Beijing Technology and Business University, Beijing 100048, China) ABSTRACT: It analyzes cosmetics packaging design from the perspective of the male consumer psychology. Through the investigation, it analyzes the male consumers concern factors to buy cosmetics brands, skin concerns and problems, the reasons for the purchase of cosmetics, as well as the male consumer preferences of cosmetics packaging design. The male cosmetic packaging should show a more powerful visual impact, so that consumers feel the use of products can be full of spirit, more mens charm. For the male consumers preference of cosmetics packaging design, packaging model prefers concise generous and steady powerful style, packaging material mainly use glass and plastic, packaging color prefers mainly use black, white and gray, match small amounts of bright colors, or mainly use cool colors, decorative graphics advocating concise style. KEY WORDS: Male cosmetics; packaging design; consumer psychology; brand 从历史上看，大多数化妆品和医疗化妆品的研究 觉形象，同时，还应区分男士与女士化妆品包装的侧 一直集中在女性消费者身上。修饰工具的进步也改变