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Grade positioning is the foundation of cosmetics packaging design
by：Lisson
2020-11-25
In People's Daily life is becoming indispensable beauty skin care products, cosmetics cosmetics to beautify life also nots allow to ignore to form a contains huge business opportunities, the consumer market.
All kinds of skin care LiNianCeng out one after another, various brands of cosmetics packaging airtime, let a person dazzling.
Many products not only sell, sell more fashion and culture.
cosmetics 'fashion' and 'culture' is usually what we call taste. Cosmetic grade how to reflect, in addition to product advertising and product display the counter, cosmetics packaging is an important link. Appropriate cosmetics packaging not only can stimulate consumer senses directly, but also the grade of the brand can be reflected incisively and vividly. So packaging as the product of 'appearance', not only should have cheng fang, protect the function of the product, also must be able to attract purchase, the use of guiding consumption.
cosmetics psychological value effect is very big, is also a 4 g about lipstick, shiseido, CD, lancome, givenchy cost up to hundreds of yuan a lipstick and domestic brand price a few dozen yuan or less commonly, in the product composition is more or less the same circumstances, why so different? That covers the modelling of the appearance of the product itself, packaging decoration, brand names, corporate image and other potential factors brought about by the psychological value.
cosmetics companies advertising costs typically account for 10% of its sales - 20%, some as high as 30%, but impossible to every products to its advertising. From the point of consumer psychology, the first thing to attract the attention of consumers, to causing the desire of the buyer. That only cosmetics itself has attracted the attention of consumers, a series of behavior occurs later. According to the research of human eye movements, according to a person of color reaction is the fastest. Cosmetics packaging of power may depend on how to harmonize the color contrast, lively and grab an eye in the shop, buy a home after the soft and not dazzling. When consumers attracted by advertising to the cosmetics display stand stop to linger, the outer package of the product itself or its terminal image if it can't cause the interest, so the cosmetics packaging design is a failure.
consumers due to age, sex, occupation, cultural, economic level, and so its shopping mental activity and the effect is also different. Such as: mature consumers, working-class, housewives, economic income is not much more realistic type; Young people, intellectuals and better to be more beauty of economy; White-collar workers, outgoing personality is more pay attention to 'outstanding'. Therefore, we should according to the product positioning of the target consumers choose different packaging design strategy.
now, cosmetics enterprises commonly used cosmetics packaging marketing strategy mainly has the following kinds: one is the series of packaging. The same kind of product or brand in the enterprise production using the same design and color, in order to remind the customer, this is the brand of the family. This kind of packing way in the current highly universality. Ajay cosmetics company in Hong Kong, for example, plants with biochemical series to reflect the theme of return to nature of natural, has adopted series of light green packaging, including light green frosted glass bottle and hose fastens with color, give a person with pure and fresh and visual effect. The other is the combination of cosmetics packaging. Products for all related USES in a big box or bag sales at the same time. For example: many effective set of products including the cleanser, massage cream, mask, nutrition, water and nutrient cream, so that the advantage of convenient customer purchase, at the same time, it is much cheaper than single products. Three is a multipurpose cosmetic packaging. The products after use, its packaging need not discard, easy for it. For example, a few toothbrush in the toothbrush rack, toilet soap in the soap box. Toothbrush, soap box can be reused. At present, also add gift packaging, which are frequently used to attract type packing, positioning, etc.
from cosmetic packaging color and pattern, yellow and triangle is to attract the attention of people, but that doesn't mean people will like it. Customers to the shop or supermarket will see many conspicuous on the cosmetic packaging is 'the latest formula,' or 'buy a few to send a few', these words are not actually part of the basic packaging products, in the industry known as 'abnormal', the purpose is for consumers to choose reference, stimulate consumer purchasing desire. In the modern cosmetics marketing behavior, cosmetics packaging is the silent salesman, cosmetics packaging effect is better than any advertising campaign.
cosmetics 'fashion' and 'culture' is usually what we call taste. Cosmetic grade how to reflect, in addition to product advertising and product display the counter, cosmetics packaging is an important link. Appropriate cosmetics packaging not only can stimulate consumer senses directly, but also the grade of the brand can be reflected incisively and vividly. So packaging as the product of 'appearance', not only should have cheng fang, protect the function of the product, also must be able to attract purchase, the use of guiding consumption.
cosmetics psychological value effect is very big, is also a 4 g about lipstick, shiseido, CD, lancome, givenchy cost up to hundreds of yuan a lipstick and domestic brand price a few dozen yuan or less commonly, in the product composition is more or less the same circumstances, why so different? That covers the modelling of the appearance of the product itself, packaging decoration, brand names, corporate image and other potential factors brought about by the psychological value.
cosmetics companies advertising costs typically account for 10% of its sales - 20%, some as high as 30%, but impossible to every products to its advertising. From the point of consumer psychology, the first thing to attract the attention of consumers, to causing the desire of the buyer. That only cosmetics itself has attracted the attention of consumers, a series of behavior occurs later. According to the research of human eye movements, according to a person of color reaction is the fastest. Cosmetics packaging of power may depend on how to harmonize the color contrast, lively and grab an eye in the shop, buy a home after the soft and not dazzling. When consumers attracted by advertising to the cosmetics display stand stop to linger, the outer package of the product itself or its terminal image if it can't cause the interest, so the cosmetics packaging design is a failure.
consumers due to age, sex, occupation, cultural, economic level, and so its shopping mental activity and the effect is also different. Such as: mature consumers, working-class, housewives, economic income is not much more realistic type; Young people, intellectuals and better to be more beauty of economy; White-collar workers, outgoing personality is more pay attention to 'outstanding'. Therefore, we should according to the product positioning of the target consumers choose different packaging design strategy.
now, cosmetics enterprises commonly used cosmetics packaging marketing strategy mainly has the following kinds: one is the series of packaging. The same kind of product or brand in the enterprise production using the same design and color, in order to remind the customer, this is the brand of the family. This kind of packing way in the current highly universality. Ajay cosmetics company in Hong Kong, for example, plants with biochemical series to reflect the theme of return to nature of natural, has adopted series of light green packaging, including light green frosted glass bottle and hose fastens with color, give a person with pure and fresh and visual effect. The other is the combination of cosmetics packaging. Products for all related USES in a big box or bag sales at the same time. For example: many effective set of products including the cleanser, massage cream, mask, nutrition, water and nutrient cream, so that the advantage of convenient customer purchase, at the same time, it is much cheaper than single products. Three is a multipurpose cosmetic packaging. The products after use, its packaging need not discard, easy for it. For example, a few toothbrush in the toothbrush rack, toilet soap in the soap box. Toothbrush, soap box can be reused. At present, also add gift packaging, which are frequently used to attract type packing, positioning, etc.
from cosmetic packaging color and pattern, yellow and triangle is to attract the attention of people, but that doesn't mean people will like it. Customers to the shop or supermarket will see many conspicuous on the cosmetic packaging is 'the latest formula,' or 'buy a few to send a few', these words are not actually part of the basic packaging products, in the industry known as 'abnormal', the purpose is for consumers to choose reference, stimulate consumer purchasing desire. In the modern cosmetics marketing behavior, cosmetics packaging is the silent salesman, cosmetics packaging effect is better than any advertising campaign.
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