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Cosmetic packaging design strategy


Good cosmetics packaging can instantly stand out and refresh people. Packaging design is an important part of cosmetic packaging. In addition to continuing to preserve and develop the traditional protection of goods, convenient storage and transportation functions, it also shows more the conveying function and aesthetic function of brand product information.

Like any kind of commodity, cosmetics need to be sold through packaging, and it is a commodity that relies heavily on packaging. Not only the characteristics of cosmetic ingredients determine the need for reasonable packaging to protect the safety and stability of the product, but also because the cosmetic itself is a special product that carries people's desire to beautify themselves.


The use of color in packaging design can not only make the packaging more eye-catching, attract consumers' attention, make consumers desire to buy, but also express the texture and characteristics of the product, and beautify and decorate the packaging. With the continuous improvement of people's living standards, people are no longer only satisfied with food and clothing, but are becoming more and more picky about commodities. The competition between manufacturers and similar products has become increasingly fierce, and packaging design should highlight the information and value functions of the products. The novel and unique packaging design can guide the market for healthy competition.

In order to achieve a successful design effect, we need to systematically and methodically design cosmetic packaging.


Brand positioning expression

Brand positioning refers to the needs of the target market and the psychological needs of the target consumers to establish one's market position or the psychological position of the consumers, and determine a distinctive proposition for the brand, which should have a great attraction to the target consumers Strength, and can establish a unique market position.


In the process of establishing this status, there is a need for a carrier to speak for the brand. As a representative of the brand's image, packaging design can enable consumers to recognize the brand's value concept and product quality through visual channels. After clarifying the positioning of the brand, packaging design can be targeted, can serve the brand more effectively, and become a meaningful design.

For example: CHANEL packaging is the representative of minimalism. It eliminates redundant colors, chooses classic black and white colors, and only blends light blue and light pink in a small number of products. For the shape of the container, CHANEL chose a design with a slight curve in a straight line, and the surface of the container is basically unmodified, more to show the smoothness of a simple plane or curved surface, and the restrained and classic brand temperament is perfectly presented.


Packaging design itself is a discipline based on brand and culture. This requires designers not only to pursue the temporary benefits of creativity and fashion, but to accurately grasp brand positioning when designing packaging. , To transform packaging design into an important way to establish brand connotation and create lasting brand value.


Series packaging rules

There are an unprecedented variety of cosmetics, and consumers have more and more choices. As a company, it is necessary to classify and design product packaging through the efficacy and ingredients of the product to facilitate consumers' identification and purchase of cosmetics. When the product packaging is classified and designed, it is mainly through the regular design of the changes in the shape, color, bottle stickers and other elements of the packaging. Generally, the following combinations can be used for the packaging design of a series of products:


①The same container shape, different container colors.

The implementation of this design scheme can be cosmetics with similar efficacy but different usage time. For example: the same series of morning cream and night cream, at this time, use two container colors with large differences in hue to distinguish the concept of time.


②The same container shape and container color.

Bottle stickers with the same design style, but one or several design elements on the bottle stickers are changed and implemented. This design scheme is usually used for a series of cosmetics with the same function but different ingredients. For example: cosmetics that belong to the same fruit series, because they all use fruit formulas, they use containers of the same design style, but the fruit formulas are divided into pomegranate, lemon, tomato and other formulas, so the bottles can be affixed with corresponding fruit patterns to be added. distinguish.


③Containers with complementary shapes.

Most of the implementations of this design scheme are products with supporting functions. For example: the same series of shampoo and conditioner, in order to reflect the unity of the two, and imply that consumers should use a set to increase sales, usually the packaging of the two are designed as a whole, and combined into a new The overall shape.

In short, adopting corresponding design methods according to the different classification methods of series of cosmetics to provide consumers with a more effective, more intuitive and more convenient guided consumption will benefit both the enterprise and the consumers.


Final styling design

① Design of container appearance.

According to the degree of decent change of the container, we can divide it into concise and lively type, moderate change type and complex decoration type. Concise and lively containers usually use a combination of plane and curved surfaces in their modeling, and the surface of the container has no relief effect, so the molding process of the container is relatively simple. This type of container occupies a large proportion in the cosmetics market because of its simple process and simple appearance.


There are also some cosmetic containers that are relatively simple in shape, but the surface of the container will be modified a little, for example: there will be slight cuts, undulations on the container, embossed decoration on the surface of the container, or inlaid with some accessories to better Interpret product quality.


There are also some cosmetics that adopt complex shapes in the design of their containers, which have a strong decorative effect and are full of symbolic meaning. Although the cosmetic container's styling methods are ever-changing, in the specific design, it is necessary to comprehensively consider the positioning characteristics and attributes of the product, the complexity of the container process and the ergonomic satisfaction of consumers when using the product to obtain a beautiful and practical design.


②The color design of the container

■Product positioning, the correct use of a cosmetic packaging color can produce a variety of impressions such as cuteness, maturity, enthusiasm, sexy, steady, refreshing, and strength. Clarify the positioning of the product and make the correct color choice, so as to produce the psychological effect expected by the merchant in the mind of the consumer.


■The selection of container materials and the use of printing technology are based on technical considerations. Different materials can achieve different degrees of color. For example, plastic materials are not only easy to shape, but can also present any color, which can make pearlescent, Colored, magnetic white, transparent and other effects. Another example: when the glass bottle is screen-printed with high-temperature ink, the color is not easy to decolor, and the color is dull, while the color is brighter when using low-temperature ink screen printing. Therefore, for the color selection of the container, not only the visual perception but also the technical feasibility must be considered.



③Decorative design of container surface.

The decoration of the surface of the container usually has two ways of texture and pattern. The texture usually covers the entire surface of the container, and the texture can also be composed of text, which not only decorates the product itself, but also strengthens the brand. The pattern will appear selectively in the part of the container, and the composition effect is more emphasized. There are many forms of expression of patterns, which can be lines rich in formal beauty. Such lines are usually soft and beautiful and appear in conjunction with text. The patterns can also be in the form of graffiti with a sense of personality and fashion. The pattern can also be in the form of color blocks, and the shape of the color blocks can be regular or arbitrary, which is closely related to the product quality expressed by the product.


④Bottle sticker design.

Bottle stickers mostly appear on plastic, metal, and glass bottle packaging, but paper packaging is relatively rare. The design of the bottle sticker is similar to the surface decoration design of the container. They will arrange some textures, patterns, images and other elements. However, the most important point of the bottle sticker lies in the transmission of brand and product information, because the bottle sticker bears Therefore, the design of the bottle sticker pays more attention to the typographic effect.


It should be pointed out that most cosmetics with bottle stickers usually have a front bottle sticker and a back bottle sticker. The back collage is usually just a large amount of explanatory text, and the form is relatively simple, as long as the style is consistent with the front bottle sticker. The front bottle is affixed with text content such as the brand name, product name, brief description of the product's efficacy, as well as the logo image, raw material image, and decorative image. In the design, all the above elements should be incorporated into a harmonious form.


Cosmetic packaging design is an orderly and systematic process. The clear brand positioning and the appeal of the brand concept should be the design prerequisite for designers to grasp first. When carrying out specific and in-depth design, it is necessary to fully consider and consider various elements such as container type, color, surface decoration and bottle stickers. Refinement, and finally achieve a perfect packaging design.

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