I. INTRODUCTION The packaging design of computer games has a certain influence on the sales of games. This involves a lot of disciplines, such as: economics, commodity circulation, advertising, graphic design, consumer psychology and so on. However, because the key to the success of the game sales is the quality of the game itself, many people will think that the game's packaging design does not make much sense. In theory, it seems that there is a certain truth. The actual situation will be discussed in this paper.
Second, game packaging and consumption Psychology of consumer psychology is an important part of design psychology, mainly to study the process of buying and using goods affecting consumer decision-making, factors that can be adjusted by the design; from the perspective of consumer psychology on the desired The rational analysis and guidance of the designed product packaging can prevent the design from going into the wrong area and attracting consumers.
For the game products, the manufacturers are facing genuine consumers, and the quality of the game alone is used to publicize. It is difficult for consumers to psychologically accept genuine games that are several times or even tens of times more expensive than pirates. Therefore, game products are sold. Operation still requires commercial means. In fact, the packaging design of the game is in a sense fully capable of creating additional value for the goods, so as to achieve the purpose of promotion.
The design of any successful product incorporates artistic and commercial qualities. But the artistry here is for commercial service. The same is true for the packaging design of the game. In simple terms, it is to look beautiful, but its beauty is to serve the sales of the game. If the packaging is "pretty" and it will have a negative impact on the sales of the game, the packaging is not desirable. On the market to buy games presented album promotional activities to analyze, many consumers buy genuine for the collection, if the "gift album" a large number of words, will affect the packaging of the beautiful. But not writing does not mean that the game is worth the money. Some consumers are likely to come forward to purchase the album. Therefore, at this time, the value of the game should be reflected in the packaging design, and the games and gifts should be skillfully integrated to achieve the sales value of the packaging.
Third, game packaging design elements 1. The design of the cover pattern
In the packaging design, the cover occupies a dominant position. Most games use the hero of the game as a cover. When designing the cover, in addition to designing the game's hero's style, attention should be paid to the visual effect of the cover color, which should give a pleasing sensation as a whole. By adding bizarre graphic effects, the cover visually forms a picture that matches the scene in the game, creating an atmosphere that makes consumers feel immersive. The characters, scenes, and moods involved in the game cover should be what consumers can experience and feel in the game.
Game packaging should not be confused. For example, in the novel “The Condor Heroes†that many consumers had hoped for, the dragon heroine of the heroine in the game is very beautiful both in literary originals and in modern television dramas. Therefore, the game dragons that everyone expects have long been set in their minds. However, when consumers opened the package and saw the image of the heroine in a game that was far behind, many people felt deceived. The package was used as a “pretence†to deceive consumers, the honesty of the package was destroyed, consumers felt fooled and lost trust in the game. The "effect" it produces is: When "The Condor Heroes 2" was released, many people stopped buying them.
Game packaging should also convey information about the game content. "The martial arts chivalrous biography" is a detailed introduction to the content of the game, not only that, but also on the back of the game to write out what are the playable factors of the game, and then paste a few pieces of content in line with the actual picture, not only allow Consumers generally feel the appearance of the game, but also increase trust, so that consumers feel comfortable buying.
2. Consumer's psychological and cognitive level
The packaging of the game should be designed according to the preferences of consumers. Here mainly talk about role issues. Comparing the two games together, anyone will choose the one they like. For example, "New Legend of the Musketeers", the cover of the game is the actor in the game, frankly, this design is a failure. After all, people who play this game are male, and the character of this solitary sword is not very clear. It is not the hero of consumers' hearts. The feeling of consumers before him is not very good. Explaining with psychology, it is better to choose women for the cover with only one main character. For male consumers, beauty is obviously more attractive than the knight. For women consumers, beauty can also attract them.
It can be said that many game consumers are not skilled in art. The cover of the game is very artistic and sometimes it is thankless. Like literary works and popular martial arts romance novels, the latter is often the best-seller. When choosing any kind of packaging expression method, you need to start from a sales point of view, and not just from a simple aesthetic point of view. As far as possible, show the interest characteristics of the target consumer groups, and do whatever they like to improve their awareness.
3. The shape of the package
Consumers buy genuine copies for collection. Starting from this point, low-priced games should not be too small. The game packaging style should be meticulous, easy to collect, and easy to carry. Consumers do not need to deal with oversized game boxes and game linings. The game packaging of Angel Valley is the same size as books. It can be displayed neatly on a shelf like a DVD.
The importance of client-side distribution has led to the online game's intuitive packaging to begin upgrading. The client of “Xuanyujian ONLINE†changed the past practice of online games with simple packaging and launched the same packaging as the single game distribution. An online game appeared in the form of a stand-alone game package, and this approach has gained the approval of most consumers. The "Fantastic Legend ONLINE" exquisite user manual plus client CD-ROM packaging production is more sophisticated, unique design, quite like the commemorative manual of the exhibition, although it is a gift, but it allows consumers not only to obtain the delivery point of the client, more Let consumers understand the characteristics of the game from the gorgeous manual. This packaging is a classic for domestic game client packaging.
IV. Conclusion The current development trend of the Chinese game market is: Regardless of the quality of the game, it is possible to attract consumers' attention to the possibility of continued development. In this sense, it is obviously necessary to establish a packaging form that matches the psychological desires of consumers; at the same time, however, we should also see that Chinese game software is advancing into a broader market, and game packaging design should also be more artistic. In the direction of more aesthetic taste. If the “design†factor can be taken into account while increasing consumer tastes and winning consumers, this will undoubtedly achieve a win-win situation in the game market and game packaging art.
Xiong Xingfu Professor, College of Art and Design, Nanchang University Xi Li Graduate School of Arts and Design, Nanchang University Master Zhou Wei Professor, College of Art and Design, Nanchang University
Source: "Decoration"