商品包裝是根據商品特性，使用適宜的包裝材料或包裝容器，將商品包裝或盛裝，保持商品完好狀態，以達到保護商品，方便運輸，促進銷售的目的。商品包裝設計的最終目標是面對消費者，消費者的心才是營銷的終極市場。本文首先介紹了產品包裝與消費者心理的研究。
調查背景與意義，并透過市場調查的方式，針對不同年齡和不同消費層次的人員做了調查，研究了消費者的購物欲望因素對消費者的影響，以及根據消費者各種心理活動、特征,論述了消費心理現象在包裝設計中的作用及對商品包裝的銷售影響。并分析總結出了幾個產品包裝與產品質量，產品價格之間的一些人們關注的問題，最后提出解決的方岸。
關鍵詞：產品包裝，消費者，消費者心理
Abstract
The protective mark is according to the commodity characteristic, the use being suitable packing material or the packing container, the protective mark or the splendid attire, maintains the commodity sound condition, achieves the protection commodity, facilitates the transportation, the promotion sale goal。The protective mark design's ultimate objective is faces the consumer, consumer's heart is the marketing ultimate market。This article first introduced the product packaging and the consumer psychology's research investigation background and the significance, and penetrate the market survey the way, has made the investigation in view of the disparity in age and the different expense level's personnel, has studied consumer's shopping desire factor to the consumer the influence, as well as according to the consumer each kind of psychological activity, the characteristic, elaborated the expense psychology phenomenon in the packing design function and to the protective mark sales influence，And analyzed summarizes several product packagings and the product quality, between the product price some people matter of concern, Finally proposes the solution plan。
Key Words：The protective mark， the consumer,， the consumer psychology
