With the rapid development of science and technology, the deepening of the market economy, competition in all walks of life more and more fierce! Cosmetics and skin care products in circulation in the economy are of course the first to bear the brunt. As the "clothing" of cosmetics and skin care products, packaging has been paid more and more attention by both cosmetic packaging manufacturers and consumers. Because, whether a cosmetics and skin care products can have market vitality, not only depends on the internal quality and function of cosmetics and skin care products, but also by the consumption objects and sales channels of cosmetics and skin care products and other factors, but the most important is the packaging design of cosmetics and skin care products. Modern cosmetics and skin care products packaging design is good or bad, directly affect the cosmetics and skin care products publicity, the image of the manufacturer, cosmetics and skin care products their own value, sales and manufacturers of economic benefits and the development of the enterprise.
Any cosmetics packaging design, its ultimate purpose is to promote cosmetics and skin care products market sales, competitiveness and attractiveness to consumers, so as to meet people's needs in life, spiritual and cultural, promote social progress and development. Cosmetics and skin care products packaging because is strongly influenced by the development of science and technology, constantly have new content into, and the one who work in the cosmetics packaging due to their various reasons, understanding of cosmetics and skincare cosmetics packaging also has the difference, so the research and discussion of cosmetic and skincare packaging is always a new topic.
1. Modern cosmetics packaging is affected by the characteristics, packaging materials, decoration design and circulation environment of cosmetics and skin care products. The packaging of cosmetics and skin care products has two major functions in circulation. The second is to obtain social cognition (i.e., consumer knowledge, love, acceptance) function. It is mainly through the cosmetic packaging materials, exterior structure and decoration design to play a role.
Modern cosmetics packaging materials, structure and decoration design is different, give a person with different feelings, such as: bottle for cosmetics and skin care products packaging, with foamed plastic as a cushion to do the interlayer material, will give a person with a sense of safety and reliability, not easy to damage; The packaging of high-grade cosmetics, using local special materials to make the outer box, lining with golden silk and satin and accessories inside, so that the whole package appears magnificent, elegant and luxurious, greatly improve the value of cosmetics and skin care products. There are various use of high-tech anti-counterfeiting, anti-theft packaging to make consumers feel that the cosmetics and skin care products are true and reliable!
In addition, in our practical work, we often hear some cosmetic manufacturers say that the more satisfactory cosmetic packaging and decoration design is seen in the computer is displayed on the shelf after printing. It feels not as good as the original effect! The script is the same, but the feeling is different. What changed their effect? This is because: in the design draft before printing, people can only see the relationship between individual single design elements (shape, pattern, color, text) without comparison. But once on the shelves, the environment changes, people see not just a single design, but the same cosmetics and skin care products group. On the contrary, some designs are not particularly eye-catching when they are seen alone, but when they are put on the shelves, they suddenly become the "center" of attention! This is caused by the mutual relationship between similar cosmetics and skin care products group. If you want to make cosmetics packaging have more chances of success, you must try to make your cosmetics and skin care products packaging different from that of similar cosmetics and skin care products group. That is to say, the stronger the exclusivity, the more prominent the packaging, the stronger the personality of the packaging can attract consumers. Just think, if you can not attract your attention in the crowd of people, what about the first impression? Noticing that you're not feeling great, even though they're actually nice, it's hard to imagine you'd want to get to know them any better. Modern cosmetics and skin care products packaging design is the same, if the design positioning is not accurate, do not consider the changes in the environment of cosmetics and skin care products packaging circulation factors, packaging can not attract the attention of consumers, let alone impress the hearts of consumers. If you don't notice that there is no love at first sight, people won't buy it and try it out.
Modern cosmetics and skin care products packaging is the embodiment of the development of science and technology, packaging decoration design is the direct marketing form of cosmetics and skin care products modern cosmetics and skin care products packaging design is a kind of vision, planning, operation and budget. It is a kind of creative activity carried out by human beings in order to achieve a certain specific purpose. It contains the creation of art, the characteristics of modern science and technology and economic attributes. The packaging design of cosmetics and skin care products refers to the creative artistic expression and modeling of shapes, graphics, colors, texture, light, space, etc. by using new materials (or local characteristic materials) to reasonably arrange visual elements according to different needs of cosmetics and skin care products. It is a practical art form that integrates science and technology, materials, aesthetics, practicality and economy. Innovation leads the pace of the development of The Times and is the soul of packaging design of cosmetics and skin care products. Economical and practical, beautiful and generous is the basis of packaging design of cosmetics and skin care products; The purpose of packaging design of cosmetics and skin care products is to expand and occupy the market to earn profits and meet the needs of consumers. Modern cosmetics and skin care products packaging decoration design to promote cosmetics and skin care products more direct, more effective. It is the silent propagandizer of cosmetics and skin care products. Manufacturers often publicize their brands and build up their image through the packaging and decoration of cosmetics and skin care products. Cosmetics and skin care products packaging decoration publicity cosmetics and skin care products content is rich and colorful, extensive.
It can use graphics, colors, text and other artistic methods to publicize the name and function of cosmetics and skin care products needed to consumers. Such as the use of graphics, color block size, strong and weak contrast, give a person with visual impact. With colorific change in temperature, light and shade, weight, thickness, movement and distance sense, make the person produces different association, will control people to cosmetics and the mood change that protects skin to taste and reach to action. As a result, the packaging of some cosmetics and skin care products is not only decorated with graphics and words, but also enhanced with color. For example, the packaging and decoration design of nourishing deficiency and nourishing blood health products mostly adopts warm colors such as red and yellow; For the main anti-inflammatory and anti-fire packaging decoration design of drugs, mostly blue green and other cool colours.
The packaging design of modern cosmetics and skin care products should adapt to the rapid pace of life of people and the needs of different people. Besides the development of science and technology, the circulation environment and decoration design of cosmetics and skin care products, the packaging design of modern cosmetics and skin care products should also consider the acceleration of the pace of life of people under the condition of market economy. Work requires high speed, high efficiency, life on the requirements of diversification. It has become an urgent need for people to save labor and time. Therefore, the packaging design of cosmetics and skin care products should also be simple, bright and generous, clear and easy to recognize and remember. Cosmetics and skincare products are displayed on the shelves. Passing consumers can see them at a glance without paying too much attention to the patterns and descriptions on the packaging of cosmetics and skincare products. Such packaging design is in line with the needs of fast-paced life. Therefore, some convenient, novel and multi-functional packaging is increasingly popular with consumers. Such as fast food box, disposable sportswear, convenient travel food and so on. In the past, some traditional conventions and habits of aesthetic consciousness were sublated and broken. Such as clothes around the asymmetry, previously banned in the domestic black packaging design, is now everywhere. The use of black design on men's cosmetics packaging is considered to be a symbol of male strength. This shows that the aesthetic concept of consumers is changing, updating, which needs us to discover and grasp ceaselessly. In addition, the packaging design of modern cosmetics and skin care products should also consider the culture and psychology of different consumers.
People with different knowledge levels, different cultural backgrounds, different countries, different ages and different genders also have different feelings towards the packaging of cosmetics and skin care products. The packaging of cosmetics and skin care products is subordinate to the content of cosmetics and skin care products and serves for different levels of consumer groups. Any kind of cosmetics and skin care products on the packaging of the pattern, color, text content must meet the psychological needs of different consumers, otherwise it can not play a role in marketing cosmetics and skin care products. If be in the cosmetics that offer young children exclusively and protect skin to taste on package to be about to use more lively and lovely cartoon design, bright-colored jumping color, accord with the advertising language of young children psychology. On the contrary, the packaging of cosmetics and skin care products for the elderly should reflect the psychological needs of the elderly in pursuit of longevity as much as possible, and the pattern, color and text content of longevity should be displayed more often.
The packaging design of modern cosmetics and skin care products should consider the sales space and visual characteristics of human eyes. The packaging of cosmetics and skin care products gives people a different feeling in different environments, which is affected by the sales environment of cosmetics and skin care products and the characteristics of people's receiving information. For cosmetics and skin care products sold in supermarkets, the packaging is the main salesman of cosmetics and skin care products, and each package is an advertising carrier. In small stores, the packaging of cosmetics and skincare products gives the impression of being simple and generous due to limited decoration. In large and medium-sized shopping malls, because of the decoration of the store, the configuration of lighting, the feeling of cosmetics and skin care products has a certain block times, cosmetics and skin care products packaging also gives a person with some gorgeous, exquisite, high-grade and expensive feeling. Of course, brand-name cosmetics and skincare are a different story.
In addition, the degree of acceptance of the packaging of cosmetics and skin care products mainly depends on the characteristics of the information received by human vision. The speed of human eyes to receive visual information is limited. When human eyes pay attention to a target, it takes a certain amount of time for the range to change and move. It has been proved that the human eye can read about five Chinese characters per second. Therefore, the text on the packaging of cosmetics and skin care products must take into account the speed at which human vision can accept the text in unit time, otherwise it will be useless. Therefore, in the design of packaging and decoration, the brand name is generally about 5 words. According to the research test, the visual field of the human eye in addition to a certain range, and the upper part is stronger than the lower part, the left is stronger than the right side; The attention of the line of sight first in the middle and then around, pay attention to the object contrast is strong, after the attention contrast is weak; Pay attention to color first, then pay attention to black and white; Pay attention to the moving first, then pay attention to the static; Pay attention to the novel first, then pay attention to the general. And sometimes also can produce illusion, the human eye vision to the information acceptance is selective, willing to accept interested. Generally speaking, the information packet content is in accordance with the order of graphics, text, color decline, its attraction and memory intensity are also different. Only when the human eye fully pays attention to and receives the effective information content on the packaging of cosmetics and skin care products can the packaging of cosmetics and skin care products become meaningful.
The packaging of cosmetics and skin care products can not only reflect the functions of cosmetics and skin care products, but also express the spiritual connotation of different cosmetics and skin care products, so that consumers can have associations in addition to the visual image. In order to achieve "see its shape, such as listening to its sound, such as the smell of its effect. Secondly, because people's age, gender, professional culture, race and religious belief are different, packaging information is also different. For example, the elderly have rich life experience and tend to be stable in their thoughts. They are natural and easy to accept the simple, solemn and traditional information conveyed on the packaging of cosmetics and skin care products. Young people, on the other hand, tend to accept the novel, fashionable, varied and romantic messages conveyed on the packaging of cosmetics and skin care products. Teenagers and children are interested in vivid, colorful and informative information on the packaging of cosmetics and skin care products. There are also differences between men and women. Therefore, it is impossible for any kind of cosmetics and skin care products to meet the needs of all consumers. The packaging of cosmetics and skin care products is aimed at different levels of consumption in different consumers just like cosmetics and skin care products. In short, as long as we dare to enterprising, efforts to innovate, follow the packaging of our country's cross policy, learn the world's excellent culture and cosmetics and skin care products packaging field of advanced ideas and research results. China's cosmetics and skin care products packaging business can achieve new and greater development.
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