The ultimate goal of cosmetic packaging design is to attract more customers and stimulate their purchasing desire. In this era of looking at beauty, the packaging design of high beauty cosmetics will itself attract the attention of consumers. In order for a cosmetics brand to maximize product sales and brand effectiveness, it must have scientific, novel, reasonable, and creative packaging design, which is how to stand invincible in the fierce market competition. Cosmetic packaging design has the following four key points.
1. Accurate design positioning
Before designing cosmetics packaging, it is first necessary to accurately position cosmetics, including brand positioning, product positioning, channel positioning, and consumer positioning.
Firstly, it is necessary to understand the dimensions of target consumers such as age, gender, occupation, status, hobbies, economic level, lifestyle habits, consumer psychology, and aesthetic needs; Secondly, it is necessary to grasp the characteristics of the product and its proportion in the market, as well as the production capacity, scale, and management capabilities of the packaging manufacturer; Ultimately, the elements and styles of cosmetic packaging design are determined based on the different attributes, grades, sales regions, and consumption targets of the product.
2. Color Application and Psychological Perception Coordination
Color is the most sensitive part of human visual perception, and the emotions conveyed by color are the most direct. Different colors can bring different emotional changes to people. Color plays a very important role in setting off themes, beautifying products, and facilitating consumer identification of products.
The color of cosmetics packaging is generally determined by the sales target of the product. Women's cosmetics packaging often uses warm, soft, noble, and elegant intermediate colors to reflect women's elegant temperament. Some women's product packaging goes against the norm and uses strong colors for comparison; Men's cosmetics are often packaged in black, dark blue, silver and other large color blocks to show men's strength and mystery; The packaging of children's cosmetics mostly adopts a tender and soft color scheme, which is consistent with the image of children.
3. Graphic design pursues fashion
Cosmetic packaging design mainly uses exquisite and concise patterns for decoration, or non realistic and abstract graphics to express product information, making it more modern and giving people rich associations, catering to the modern people's pursuit of fashion and leading fashion psychology. At present, with the advent of the retro trend, ethnic style cosmetics packaging has begun to lead the trend again. The graphics are mainly based on traditional folk patterns or traditional shapes in China, and modern fashion elements are added accordingly, making cosmetics packaging not only rich in traditional cultural connotations, but also have a modern and dynamic external image.
4. Combination package packaging is popular
Combination package packaging is more cost-effective than purchasing individual items, and combined with some creative packaging structures, it enhances the shelf impact of the product, making it easier for consumers to choose and purchase in sets, and also conducive to expanding the sales range of the product.
I believe that due to the diversified integration in the future cosmetics packaging industry, the design of cosmetics packaging will also have more true historical significance and cultural connotations, more distinctive, and more thought-provoking.
