Analysis of Emotional Appeal to Snacks Packaging DesignReport as inadecuate

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Packaging design,which upgrades the brand image value of its products in an artistic form and is for the purpose of commodity sales,is a combination process of art and natural science. Excellent product packaging is a link that delivers the products’ information and consumers’ purchasing desire, and it should include the arts, material, psychological, market and many other factors. What can best resonate with consumers’ purchasing behavior is their consuming psychology, that is, the consumers’ emotional appeal. Just as the old Chinese saying goes -Those who make great achievements always bear the people-oriented concept in mind-, indicating the importance of the public aspirations. Therefore, it is critical for the packaging designer to conduct a deep research into the consumers’ emotional appeal before carrying out product design. In the practice of design,the consumers’ psychological, physical and many other factors should be taken into full consideration, the external and internal features of the products should be treated in an artistic form in order to attract consumer attention.With China’s national income increasingly rising, the snacks consuming market is surging ahead. The focus of how to get the consumers’ approbation among the endless array of delicious snacks is to take the consumers’ emotional appeal into account, that is, by the emotional cues on the packaging design, it could arouse the consumers’ synesthesia towards the products, and meet the consumers’ desire and curiosity towards snacks while at the same time to complete the purchasing behavior.


Snack food; Packaging Design; Brand Culture; Emotional Appeal; Emotional Exchange; Marketing

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Author: Liying Liu, kuiyou Song



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