基于包装与销售心理学的儿童玩具的包装与分析

文档编号:BZ040  文档字数:14227.页数:28

 摘 要：儿童期是决定一个人性格的重要时期，在这时期中，游戏是儿童主要的生活内容。游戏承载着启迪儿童智慧和增强毅志的重要作用。而作为游戏的重要载体-玩具，自然有着无可替代的作用。现代市场中，随着科技和工艺技术的快速发展，玩具的差异也越来越小，而作为玩具的派生产业玩具包装正以猛烈的态势加入玩具市场的竞争。如何使在市场上占据一席之地，如何使玩具产品在其他产品中脱颖而出，玩具包装正在向市场显示出他的作用。
 人生的不同时期有着不同的心理和生理特征。儿童期也一样，这些特征将直接影响着儿童的购买动机和购买行为。如何能最大程度激发出儿童的购买欲望，必须先就儿童的心理和生理特征进行分析，用事实和数据调查来分析不同的玩具包装设计表现形式对于儿童购买力产生的影响。具体就色彩，形状，以及消费趋势等方面着手探索这些要素对儿童购买力的影响的，从分析儿童对玩具包装认知的心理特征入手,探讨如何进行玩具包装设计和如何增加玩具包装设计的视觉冲击力。

关键词：玩具包装;儿童心理;色彩;购买动机

Abstract: Childhood to determine a person's character is an important period,In this time period, the game of life is the main content of the child. The game carries the wisdom of enlightenment and empowerment of children, the important role of Yi Zhi. As an important carrier of games – toys, naturally has an irreplaceable role. Modern market, with the technology and the rapid development of technology, toys are getting smaller and smaller differences, as in toys toys derived packaging industry is the trend of fierce competition in the market to join the toy. How to makea place in the market, how to make toys come to the fore in other products,toyspackagingmarket is shown to his role.
 Different stages of life have different psychological and physiological characteristics. Children the same period, these features will have a direct impact on the purchase of children's motivation and buying behavior. How can inspire children to maximize the purchasing desire to be the child's psychological and physiological characteristics of an analysis of the data used to investigate the facts and to analyze the different manifestations of the toy packaging design for the impact of the purchasing power of children. Specific on the color, shape, and consumer trends in areas such as these elements begin to explore the impact of the purchasing power of children, from the analysis of children's toys packaging characteristics of cognitive psychology to explore how to proceed and how the toy packaging design toy packaging design to increase the visual impact force.
Keywords：Toy packaging; Child psychology; Color; Purchase motivation
 
  目  录
中文摘要 I
英文摘要 II
目录 III
1. 绪论 1
 1.1  选题的研究背景 1
 1.2  国内玩具包装市场分析 1
 1.3  研究方法 2
 1.4  研究的主要内容与意义 2
2. 儿童的心理特点 5
 2.1   儿童对玩具包装的心理认知特点 5
 2.2  儿童的消费心理特点 11
3. 儿童玩具包装设计表现技巧 13
 3.1  儿童认知特点下玩具包装装潢设计  14
 3.2  儿童认知特点下玩具包装造型设计 20
4．结论 21
    4.1  品牌化需求 21
    4.2  文化性需求 21
致谢 23
参考文献 24

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