商品包装是根据商品特性，使用适宜的包装材料或包装容器，将商品包装或盛装，保持商品完好状态，以达到保护商品，方便运输，促进销售的目的。商品包装设计的最终目标是面对消费者，消费者的心才是营销的终极市场。本文首先介绍了产品包装与消费者心理的研究。
调查背景与意义，并透过市场调查的方式，针对不同年龄和不同消费层次的人员做了调查，研究了消费者的购物欲望因素对消费者的影响，以及根据消费者各种心理活动、特征,论述了消费心理现象在包装设计中的作用及对商品包装的销售影响。并分析总结出了几个产品包装与产品质量，产品价格之间的一些人们关注的问题，最后提出解决的方岸。
关键词：产品包装，消费者，消费者心理
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
