The design of packaging beautification and protection according to the characteristics of cosmetics is called cosmetics packaging design. As a fast-consuming commodity, cosmetics have a fast renewal cycle, which drives the development of cosmetic packaging design. According to the characteristics of cosmetics, packaging beauty…
The design of packaging beautification and protection according to the characteristics of cosmetics is called cosmetics packaging design. As a fast-consuming commodity, cosmetics have a fast renewal cycle, which drives the development of cosmetic packaging design. The design of packaging beautification and protection according to the characteristics of cosmetics itself becomes the packaging design of cosmetics. It has four main characteristics.
1. Purpose of cosmetic packaging design Cosmetics packaging needs to have a certain purpose. First of all, it is necessary to carry out the positioning idea of packaging design. This is a design guideline with a strategic vision. Without positioning, there is no purpose and pertinence, and there is no target audience, and the products cannot be sold. This also loses the significance of the new era of packaging design. As far as the cosmetics market is concerned, various brands compete fiercely. Effectively dividing the consumer market can avoid vicious competition, allow brands to find a way to survive in the cracks, and more clearly target the marketing strategy.
Second, the individual characteristics of cosmetic packaging design After giving the product humanized characteristics, the packaging design should also reflect the connotation of the product brand. Different brands need to establish different images and temperaments, visually give consumers intuitive information, and reflect the unique connotation of the brand. The packaging is designed for the product, and the product comes from the enterprise, and the packaging design undoubtedly reflects the cultural image of the enterprise. The image of cosmetics brands is mostly women, and women with different images are favored by customers of different consumption levels. Packaging design is the most intuitive embodiment of the corporate image. The packaging of cosmetics is different from other packaging features. First of all, the brand information needs to be clear. Since cosmetics are fast-moving consumer goods with high brand loyalty, consumers first look for the brand when buying. Therefore, the introduction and promotional information of the brand must be clear, which is also to establish a good visual image for the brand and attract potential customers. Secondly, product information must be complete. Cosmetics mainly sell their functions, and different functions are aimed at different consumer groups. The complete information on product efficacy, features and advantages is a kind of implicit publicity for the product.
3. Cosmetic packaging design needs to cater to different individual packaging designs. Cosmetics have different textures, powdery, liquid, or semi-solidified, so individual packaging will also be made according to different textures. The inner packaging must be designed according to the individual packaging. From the appearance to the internal structure, it needs to be considered from the perspectives of product protection, convenient transportation, and environmental protection. Therefore, the packaging design of cosmetics requires more detailed research and experimentation in the early stage. Due to the limitations of individual packaging, the design of the inner packaging will become complicated and changeable, and it may also affect the visual effect due to objective factors.
