基于消费者心理的男性化妆品包装设计分析  

The Analysis of Male Cosmetics Packaging Design Based on Consumer Psychology

作　　者：蒋永华[1] 

机构地区：[1]北京工商大学,北京100048

出　　处：《包装工程》2017年第8期207-210,共4页Packaging Engineering

基　　金：基金项目:校级协同创新中心--中国化妆品协同创新研究中心(19008001060)

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。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 men＇s 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.

关 键 词：男性化妆品 包装设计 消费者心理 品牌 

分 类 号：TB482[一般工业技术—包装工程]