Author(s)

Yuxin Chen

Corresponding Author

Yuxin Chen

Abstract

In today's highly competitive market environment, the packaging design of goods has become one of the key factors for enterprises to attract consumers' attention and influence their purchasing decisions. The design of emotional value, especially positive emotional reactions from consumers, promotes the sales of goods. Emotional value refers to the emotional experience and psychological satisfaction that packaging design can bring to consumers, which enhances the usability of goods and has a profound impact on consumers' purchasing decisions. Emotional value design can enhance the attractiveness of products. Through healing words, graphics, colors, and surface textures, consumers' curiosity is sparked, or their souls are soothed, making the product stand out among numerous competitors. This visual impact is an important factor influencing consumers' first purchase decisions. Emotional value design can create emotional connections for brands. By incorporating design elements that align with consumers' personal values and emotional needs, such as warm text, approachable images, comfortable touch, the use of eco-friendly materials, or charitable donations, packaging not only expresses the product's characteristics but also soothes the audience's hearts, conveys the brand's values, and establishes an emotional bond between consumers and the brand. This emotional connection makes consumers more inclined to choose brands that can touch their emotions when faced with choices. At present, the practice of emotional value in the field of design is gradually becoming more abundant, but there is relatively little literature research on it. This article aims to discuss the impact of the application of emotional value in packaging design on consumer purchasing decisions and enrich the relevant theories of packaging design, design psychology, and consumer behavior.

Keywords

Emotional value design; Packing design; Consumer purchasing decisions; Brand emotional connection