International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Research on blind box packaging design based on consumer psychology

  • Ruiyu Li (Dept. of Communication design, Hanyang Univ.) ;
  • Alber Young Choi (Dept. of Communication design, Hanyang Univ.)
  • Received : 2023.07.28
  • Accepted : 2023.08.20
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

A blind box is a kind of sales method in that you can only get the product information by opening the package. In 2019, blind box products began to grow rapidly in the Chinese market, and gradually formed a special "blind box economy". The particularity of blind box products is that driven by consumers' curiosity, consumers' purchasing behavior can be directly induced by the visual and tactile perception of commodity packaging. Therefore, it is necessary to explore the psychological needs of consumers and master the blind box packaging design elements under the influence of consumer psychology. This paper takes figurine blind box packaging elements as the research scope and Chinese blind box consumers as the research object. Through market research and literature study, We are designed to conduct a questionnaire survey and SPSS empirical study to find out the differences in the preferences of different consumer temperament types for blind box packaging, taking the characteristics of blind box products and consumer psychology as the relevant theoretical background. The research results show that among the blind box consumers, choleric type consumers predominate, the color of the blind box packaging presents red, orange, and yellow preference, and the material presents metal, and plastic preference. The shape of the blind box shows a preference for special shape.

Keywords

References

  1. H.X. Ting, "Consumer psychology," East China Normal University Press, pp. 16, 2004.
  2. Z.Z. Zhong, "Research on packaging design of blind box products under blind box economic mode," Packaging engineering, Vol. 42, No. 8, pp. 227-233, April 2021. DIO:10.19954/j.cnki.1001-3563.2021.08.030.
  3. Z.G. Ying, L.D. Pan, and P.S. Kui, "An Experimental Study on the Attentional Concentration of College Students with Different Temperament Types," Psychological science, Vol. 29, No. 4, pp. 819-821, 2006. DOI:10.16719/j.cnki.1671-6981.2006.04.013.
  4. T.C. Hua, and D.K. Sang, "Consumer Psychology and Behavior," Tsinghua University Press, pp. 73, 2007.
  5. P. R. Ling, "General psychology," Beijing Normal University Press, pp. 450, 2004.
  6. G.L. Hua, "Marketing Skills for Different Temperament Types of Consumers," Modern Business, Vol. 36, pp. 213+212, December 2009.
  7. Z.T. Ji, and C.H. Chang, "A report on the compilation of temperament test scale and its preliminary trial," Shanxi University Journal (Philosophy and Social Science Edition), Vol. 04, pp. 73-77,1985. DOI:10.13451/j.cnki.shanxi.univ(phil.soc.).1985.04.015.
  8. C.H. Chang, "Four types of temperament,"Science Illustrated, 4-5th, 1982.
  9. M.L. Na, "A study of college students' temperament type and minivan color preference and imagery," M. Thesis. Jiangnan University, Wuxi, CHN., 2011.
  10. L.Z. Ming, "Consumer Psychology," Published by Tsinghua University Press, pp. 184, 2017.
  11. F.G. Qin, "Consumer Behavior," Machinery Industry Press, pp. 127-137, 2007.