1. Design positioning must be accurate
Before cosmetics packaging design, the cosmetics must first be accurately positioned, including brand positioning, product positioning, channel positioning, and consumer positioning.
First, we must understand the target consumer’s age, gender, occupation, status, hobbies, economic level, living habits, consumer psychology, and aesthetic needs; second, we must grasp the characteristics of the product and its proportion in the market. As well as the production capacity, production scale, and management capabilities of the packaging manufacturer; ultimately, the elements and styles of cosmetic packaging design are determined according to the different attributes, grades, sales areas, and consumer objects of the products.
2. The use of color and the coordination of psychological feelings
Color is the most sensitive part of people’s visual experience. The emotions conveyed by color are the most direct. Different colors can bring different emotional changes to people. Color plays a role in highlighting themes, beautifying products, and making it easier for consumers to identify products. Plays a very important role.
The color of cosmetic packaging is generally determined according to the sales object of the product. Female cosmetics packaging mostly uses warm, soft, noble, and elegant intermediate colors to reflect the elegance of women. There are also some women’s product packaging that is unconventional and adopts strong colors. In contrast; male cosmetics packaging often uses large color blocks such as black, dark blue, and silver to show the strength and mystery of men; children’s cosmetics packaging mostly uses tender and soft colors, which match the image of children.
3. Graphic design pursues fashion
Cosmetic packaging design is mainly decorated with exquisite and concise patterns, or non-realistic and abstract graphics to express product information, making it more modern, giving people rich associations, and catering to modern people’s pursuit of fashion and leading fashion psychology. At present, with the advent of the retro trend, ethnic cosmetic packaging has begun to lead the trend again. The graphics are based on traditional Chinese folk decorations or traditional shapes, and modern fashion elements are added accordingly, making cosmetics packaging both rich in traditional cultural connotations and has a modern and agile external image.
4. Combination package packaging prevails
Combined package packaging is more affordable than buying a single product. At the same time, some creative packaging structures, it enhances the impact of the product on the shelf, making it easier for consumers to buy and purchase in sets, and it is also conducive to expanding the sales range of the product.
It is believed that because of the diversified integration of the cosmetic packaging industry in the future, the cosmetic packaging design will also have real-time significance and cultural connotation, more distinctive and more intriguing.