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对产品包装的喜好,直接决定消费者的购买行为。而婴幼奶粉这一特殊的商品,它的消费者并不像其它商品那样直接,它存在一个隐性消费者主体—婴幼儿家长。他们对包装的喜好决定了婴幼儿奶粉的销售状况。婴幼奶粉的品质要符合商品的使用者——婴幼儿的需求,而它的包装更要迎合商品的购买者——婴幼儿家长的要求。本文拟从奶粉包装的特性和消费者需求点着眼,分析婴幼儿包装的设计的特点。
The preferences of the product packaging, direct decision of consumer buying behavior. The baby milk powder, a special commodity, its consumers are not as direct as other goods, it exists a hidden consumer body - parents of infants and young children. Their preferences for packaging determine the sales of infant formula. The quality of infant formula should meet the needs of the users of the products, such as infants and young children, and its packaging should meet the requirements of the parents of the products, the parents of infants and young children. This article intends to focus on the characteristics of milk powder packaging and consumer needs, analysis of infant packaging design features.