just noticeable difference has certain reference value in influencing consumers' sensitivity and consumption behavior, and formulating product prices, packaging and naming strategies.

Reasonable use of colors, materials, forms and styles in product packaging design can reduce the minimum perceived difference of audiences and enhance their keen perception of products, which can effectively stand out in the industry market. In 23, Jianlibao Group launched a fashionable beverage aimed at young people, namely "fruit pop", with a pure black bottle and an innovative product (fruit juice+soda), which immediately became popular as soon as it went on the market. The biggest reason for its success is that the clear and transparent packaging of the beverage has a strong visual impact with a black bottle, and the sharp contrast effect is extremely eye-catching at the terminal. In addition, the effective cooperation between TV and outdoor advertising has fully aroused the perception of the target audience and also inspired them.

In the research on price fluctuation and consumer perception, it is found that retailers need to cut prices by 15% to be successful, and it is difficult for customers to notice the lower price adjustment. The just noticeable difference of the price is also related to the total price of goods. The higher the price, the higher the threshold of difference feeling. At this time, the range of price increase should be controlled below that of just noticeable difference, while the range of price reduction should reach or exceed that of just noticeable difference, so that consumers can feel the changes before and after. For example, when the domestic price of 25-inch color TV sets finally fell below the 1 yuan mark, it triggered a new round of buying craze. Now, the price increase of grain, oil and gas has not exceeded one yuan, which has aroused strong public perception. Therefore, when an enterprise formulates the product price or emphasizes the price advantage and price reduction in advertising, it should first measure the just noticeable difference of consumers, so as to realize the effective dissemination of price information.

There is fierce competition among several instant noodle enterprises in the market. On the dazzling shelves of sales terminals, almost all brands have main types such as braised beef noodles, sauce-flavored sparerib noodles and shrimp noodles with seashells, and the packaging is similar and the price is similar. Because the differences between products are not obvious, it increases the difficulty for consumers to choose. Through terminal observation, it is found that when many people are hesitant, they always determine the taste first, and then compare the price differences of different brands to determine the purchase target, but it is easy to ignore that different products with the same price often have a weight difference of 5-1 grams. On the one hand, it reflects that the weight just noticeable difference is higher than the perception of price difference, and it will not be easily perceived. On the other hand, it also provides a new marketing idea for enterprises: when it is difficult to widen the gap of homogenized products, we can not only devote all our efforts to creating a distinctive brand image to achieve the effect of "recognizing brand purchase", but also use the strategy of improving product packaging within the scope of just noticeable difference perception, and emphasize price advantage by changing packaging, so as to win in the fierce competition.

In addition, with the growth of enterprises, the market scope has also begun to expand rapidly. Many trademarks or advertising slogans designed in the early days may be difficult to adapt to the new market environment, so they are faced with the problem of replacement. At this time, we should pay attention to the existence of customer just noticeable difference and make gradual changes as far as possible without arousing their perception, so as not to destroy their already mature brand image. Psychology believes that the perceptual process can be described as the process of separating the object from the background in a certain sense. The sharper the contrast between the two, the greater the possibility of distinguishing and identifying. Enterprises and products that need to be promoted are "objects", and the whole market environment and competitive products can be regarded as "backgrounds". By analyzing many advertisements in reality, it is not difficult to find that the distinction between them is not obvious. Take the shampoo market as an example, although it is subdivided into several categories, such as dandruff removal and itching relief, glossy hair, supple and smooth hair, and anti-hair loss, with more and more enterprises joining, the industry competition is fierce, and the differences between different brands in each market segment are minimal. Is it better to be smooth or smooth, Shu Lei, Qingyi, Lafang and Xia Shilian? Consumers can feel that the name of each product is different from the image spokesperson in the advertisement, and it is difficult to find the difference between products in the almost perfect long hair show. In addition, the advertising stars are all handsome men and beautiful women. For many non-groupies, they just feel dazzled and it is difficult to understand the differences between different products. "Picture and background" are integrated, so the competition of products unconsciously evolves into the competition between terminal promotion and price, not the difference between product image and function. Therefore, before determining the shooting and design of an advertisement, it is possible to avoid the defect that it is difficult to achieve the expected goal of the advertisement after putting it in a certain range.

bernbach, an advertising master, put forward the theory of three principles of creativity: "originality", "shock" and "relevance", which are regarded as the classic rules of the industry. In practice, however, there are many product advertisements, which often overemphasize one principle and ignore other influencing factors, thus causing consumers to feel numb and unable to distinguish the differences, thus affecting their buying behavior. For example, Colgate and Crest, as two daily chemical companies that are evenly matched, focus on toothpaste products. When the difference between their brand image and product function is not obvious, advertising becomes an important way to create differences. However, both companies have adopted the form of verification advertising. One is to use shells as experimental carriers, and the other is to compare the effects of eggs before and after, thus highlighting the product characteristics of "making teeth stronger". Although the latter's creativity also shows a good correlation with the product, due to the lack of "originality", many consumers mistakenly think that it is the former's advertisement, and similar creativity makes just noticeable difference bigger, and the audience's perception is no longer keen.

This reminds us that advertising should clearly distinguish creative ideas from advertisements of similar competing products on the basis of highlighting product characteristics, which not only achieves a shocking effect, but also widens the gap between them with unique original style, thus giving products distinctive personality, better perceiving and paying attention to the audience and arousing their interest in buying. In the early years, a study in the United States found that consumers are exposed to as many as 1,5 pieces of advertising information every day. With the development of communication technology and the increase of media, advertisements now far exceed the receiving ability of the audience, resulting in serious information overload. How to make the product promotion achieve the goal better and formulate a reasonable media strategy is also the key.

With the help of CCTV's "prime-time" communication power, or the strategy of "carpet bombing", the same advertisements can be placed intensively in provincial satellite TV stations, although obvious results can be achieved, but strong financial support is needed. For growing enterprises, it is also an effective strategy to make use of consumers' just noticeable difference and adopt innovative media to publicize. For example, the newspaper's "special layout", unique gift advertisements, game-style print advertisements, dynamic advertisements and building advertisements all stimulate consumers' perception through media innovation, thus achieving the purpose of publicity. McDonald's interactive advertising in the waiting room in Hong Kong is a good example, which quickly attracted people's attention. This outdoor advertisement changed the way of putting posters in the column in the past, but installed a record, allowing passers-by to participate as a DJ. When the record on the left is rotated, a band version of "I like it" will be issued. At this time, the record will remind participants to rotate the right again, so that the clicking sound effect of eating McDonald's accompanied by music can be heard immediately. When the novel media forms challenge the stereotyped "flood of information", they also increase the publicity of advertisements. Because of its strong appeal and psychological added value, brands can make the same products have different perceptual effects, so the purpose of reducing just noticeable difference can also be achieved by cultivating and shaping different brand images. PepsiCo, as a world superstar, interprets "the choice of the younger generation", turning drinking coke into enjoying a youthful life; While "Extraordinary Coke" takes "China people's own coke" as its appeal, and endows the same beverage with another personality through different image interpretations. McDonald's, with its position as the leader in the fast food industry, makes consumers always find its French fries and chicken particularly delicious because of their sense of superiority when dining. KFC focuses on product innovation, and different brand images also make similar foods have different taste experiences. As a result, differentiated product segments are formed with unique brand personality, thus enhancing consumers' perception, which can better promote sales and consolidate market position.