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2019-10期

从消费心理学浅析爆款设计

单位:广东工业大学     作者:王宁 曹静芸     来源:工业设计杂志     时间:2019-10-28

摘 要:文章简明介绍爆款与爆款设计,指出爆款设计与消费之间存在密切关系,阐述消费心理学概念,分析总结其在中国设计学领域的研究现状,发现消费心理学具有设计指导意义,但研究内容较为单一。因此文章根据消费者购买心理过程,详细分析爆款设计的消费心理学特征,提出设计需要:(1)进行合适营销,提高用户关注度;(2)情感鲜明,满足用户的物理需求与情感需求;(3)增大用户的付出与收获之比,提升设计的购买率与用户享有量。

关键词:消费心理学;爆款;设计


中图分类号:TB472 文献标识码:A

文章编码:1672-7053(2019)10-0095-02


Abstract:This article briefly introduces the hot-sale and hot-sale design, it points out the relationship between the hot-sale design and consumption. Then this article expounds the concept of consumer psychology, analyzes and summarizes the research status of consumer psychology in the field of Chinese design, and it finds that consumer psychology can guide design, but the design research in consumer psychology is relatively simple. Therefore, according to the psychological process of consumers' purchase, this article analyzes the consumer psychology characteristics of the hot-sale design and proposes three conclusions:(1) the design needs appropriate marketing to get more attention from users; (2) the design should express the emotion clearly, and satisfy the user's physical and emotional needs; (3)the design should improve the ratio of the pay and the harvest of users to increases the purchase rate of the design and the amount of user who can enjoy the design.

Key Words:Consumer Psychology; Hot-sale; Design