Four key points of cosmetic packaging design

The ultimate goal of cosmetic packaging design is to attract more customers and stimulate their desire to buy. In this era of appearance, high-value cosmetic packaging design itself will attract consumers’ attention. If a cosmetic brand wants to maximize its product sales and brand effect, it must have scientific, novel, reasonable and creative packaging design. Only in this way can it be invincible in the fierce market competition. Cosmetic packaging design has the following four key points.

1. Accurate design positioning

Before designing cosmetic packaging, the cosmetics must be accurately positioned first, including brand positioning, product positioning, channel positioning and consumer positioning.

First, it is necessary to understand the target consumers’ age, gender, occupation, status, hobbies, economic level, living habits, consumer psychology and aesthetic needs; secondly, it is necessary to master the characteristics of the product and its proportion in the market, as well as the production capacity, production scale, management ability and other conditions of the packaging manufacturer; finally, according to the different attributes, grades, sales areas and consumer objects of the product, the elements and style of cosmetic packaging design are determined.

2. Coordination of color application and psychological feelings

Color is the most sensitive part of human visual perception. The emotion conveyed by color is the most direct. Different colors can bring different emotional changes to people. Color plays a very important role in setting off the theme, beautifying products, and facilitating consumers to identify goods.

The color of cosmetic packaging is generally determined according to the sales target of the goods. Women’s cosmetic packaging mostly uses warm, soft, noble, and elegant intermediate colors to reflect the elegant temperament of women. Some women’s product packaging is unconventional and uses strong colors for contrast; men’s cosmetic packaging often uses large blocks of black, dark blue, silver, etc. to show the strength and mystery of men; children’s cosmetic packaging mostly uses tender and soft colors to match the image of children.

3. Graphic design pursues fashion

Cosmetic packaging design is mainly decorated with exquisite and simple patterns, or non-realistic and abstract graphics are used to express product information, making it more modern and giving people rich associations, catering to the psychology of modern people pursuing fashion and leading fashion. At present, with the advent of the retro trend, ethnic-style cosmetic packaging has begun to lead the trend again. The graphics are mainly based on traditional Chinese folk patterns or traditional shapes, and modern fashion elements are added accordingly, making the cosmetic packaging rich in traditional cultural connotations and modern and flexible external images.

4. Combination package packaging is popular

Combination package packaging is more affordable than buying a single item. At the same time, with some creative packaging structures, it can enhance the shelf impact of the product, making it easier for consumers to choose and buy in sets, and it is also conducive to expanding the sales range of the product.

I believe that in the future, because of the diversified integration of the cosmetics packaging industry, the cosmetics packaging design will have more real contemporary significance and cultural connotations, more characteristics, and more intriguing.