关键词: 消费心理, 护肤品, 包装设计, 差异化, 个性化

Abstract:

With the development of the social economy and the changes of consumers’ aesthetic concepts, the skincare market has shown a trend towards diversification and individuation. When choosing skin care products, consumers not only focus on the function and effect of the product, but also pay increasing attention to the packaging design and aesthetic experience of the product. First of all, based on consumer psychology theory, this paper establishes the relationship between consumer psychology and the key elements of skin care packaging design, analyzes the differences in psychological needs among different consumer groups, and explores the distinct manifestations of how these needs influence the key aspects of skincare packaging design. Secondly, this paper puts forward the packaging design of skin care products under the guidance of consumer psychology. Through the analysis of skin care packaging design cases, it points out that there are some problems in the current skin care packaging design, such as insufficient sustainability caused by excessive beautification, blurred brand images caused by lack of differentiated design, weak pertinence caused by overload of product information, and lack of personalized design caused by neglect of interactive experience. Finally, this paper puts forward targeted optimization strategies for packaging design, including balancing aesthetics and sustainability to advocate green packaging, strengthening differentiated design to create a distinctive brand image, optimizing product information layout to highlight key content, and strengthening interactive elements to enhance emotional resonance. This paper aims to provide theoretical guidance and practical reference for skin care packaging design, promote design innovation and enhance product market competitiveness.

Key words: consumer psychology, skin care products, packing design, differentiation, individualization