Three principles of cosmetic tube design
The so-called cosmetic tube not only has the function of acting as a product protection god, but also has an active promotion effect. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Ibuki Taku once put forward a principle of 'sight, rationality and goodness'.
For cosmetic tube to play a promotional role, it must first attract consumers' attention, because only products that attract consumers' attention can be purchased. Therefore, the cosmetic tube should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and each characteristic material to make the cosmetic tube appear eye-catching, so that consumers will have a strong interest at the first sight.
The peculiar and novel shape can most attract consumers' attention. For example, the shape of a wine bottle is generally cylindrical. When a straight-line wine bottle appears, it will have an eye-catching effect. Some wine bottles also use free curves, chic and elegant, just like dancing fairies; some wine bottles use imitating shapes, designed into complex anchor shapes or human shapes, in a batch of cylinders, cuboid-shaped wine bottles , It will appear very prominent and beautiful.
The beauty of color is the easiest thing for people to feel. Some marketers even think that color is the first factor in determining sales. They have found in long-term market research that some colors are used as the cosmetic tube of the product, which will make the product surprisingly different. Good sales, gray is one of them. They believe that this is because gray is difficult to make people's heart, and it is naturally difficult to produce the urge to shop. They proposed that red, blue, white, and black are the four major sales colors, which they found when making red, blue, white, black, green, orange, yellow, and brown images and comparing them. Take red as an example. It has the largest number of images, and it is the image that has the strongest relationship with life, such as the sun, fire, and blood. Therefore, red is the easiest to excite people. Blue, white, and black are also closely related to the sun, which always hangs above the blue sky. When the sun goes down, the sky is dark. When the sun rises again at dawn, the sky in the east becomes white. These four colors are important colors that govern our daily life. They can trigger consumers when they are used as sales colors. There is a certain degree of rationality in this analysis. Patterns work in combination with colors.
Generally speaking, the pattern of the cosmetic tube should mainly set off the brand trademark, and fully display the characteristics of the brand trademark, so that consumers can immediately recognize the products of a certain factory from the trademark and the overall cosmetic tube pattern, especially famous brand products and famous brand stores. , The eye-catching trademark on cosmetic tube can immediately play a role in attracting consumers. The change in the material of the cosmetic tube has also attracted people’s attention. The porcelain gifts exported from Shandong use sugarcane tubes to make cosmetic tubes ingeniously. This not only makes full use of the rural surplus labor force, but also turns a large number of local cheap materials into folk characteristics and elegant texture. The handicraft cosmetic tube is more artistic than the general cosmetic tube.
A successful cosmetic tube must not only arouse consumers' attention and interest in the product through the use of shapes, colors, patterns, and materials, but also enable consumers to accurately understand the product through the cosmetic tube. Because the purpose of people buying is not the cosmetic tube, but the products in the cosmetic tube. The most effective way to accurately convey product information is to truly convey the image of the product. A transparent cosmetic tube can be used. The product can be displayed in a window on the cosmetic tube container. Product graphics can be drawn on the cosmetic tube, and it can be concise on the cosmetic tube. The text description, color product photos can be printed on the cosmetic tube and so on.
To accurately convey product information also requires the grade of the cosmetic tube to be compatible with the grade of the product. Covering or exaggerating the quality and function of the product is a failure of the cosmetic tube. The cosmetic tube exported by our country is naturally understood from the grade of such crude cosmetic tube.
On the contrary, low-end products using gorgeous and expensive cosmetic tubes will not attract consumers. At present, most of the cosmetic tubes on the market in our country are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags plus touching descriptions are extremely attractive to consumers, especially cosmetic tube wholesalers, but many At that time, the value of the bag is far from the selling price, which makes people feel deceived. Therefore, the grade of the cosmetic tube must match the grade of the product.
According to the successful experience of the domestic and foreign markets, the cosmetic tubes of high-end daily consumer goods used by high-income earners mostly use simple and clear pictures, soft and elegant colors and high-quality materials; low-end daily-use products for low-income earners Consumer products often use obvious, bright colors and pictures, and then use the term 'economical' to represent them. This is for the purpose of accurately conveying product information to consumers and making them understandable.
To accurately convey product information also requires that the shapes, colors, patterns, etc. used in the cosmetic tube do not violate people's habits and lead to misunderstandings.
For example, there is such experience in the use of cosmetic tube colors: Butter does not use yellow cosmetic tube design but uses other colors to be unsalable. Coffee uses blue cosmetic tube also cannot be sold, because people have long been concerned about the product content of certain colors. For a more fixed understanding, these colors can also be called commodity image colors. Some of the color of the product image comes from the product itself, tea color represents tea, peach color represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and coffee color is derived from coffee.
Some are a kind of psychological stereotype, such as the relationship between color and taste. Japanese marketing experts have done some psychological tests. Consumers are asked to look at the two brands of cosmetic tube, but 70% of people look at the red cosmetic tube box and think It is high-end. The SB gold cosmetic tube box is a yellowish color. It is recognized by most people. In fact, the SB gold spicy curry cosmetic tube box uses a red and black cosmetic tube design. It was very popular when it went on the market around 1965. The stock price soared, which shows that the red and black design clearly expresses the spicy meaning and is understood by consumers. The color of the product image is not complicated and profound, and ordinary consumers can understand it very naturally.
In other words, the shape, color, pattern, and material of the cosmetic tube must be able to arouse people's favorite emotions, because people's likes and dislikes play an extremely important role in buying impulse. Favor comes from two aspects. The first is the practical aspect, that is, whether the cosmetic tube can meet the needs of consumers in all aspects and provide convenience, which involves the size, quantity, and exquisiteness of the cosmetic tube. The same skin cream can be in large bottles or in small boxes. Consumers can choose according to their own habits; the same product, cosmetic tube, is easy to be chosen as a gift by others, and cosmetic tube can almost only be used by itself. When the cosmetic tube of the product provides convenience, it will naturally arouse the goodwill of consumers.
Favors also come directly from the feeling of the shape, color, pattern, and material of the cosmetic tube. This is a comprehensive psychological effect, which is closely related to the individual and the environment in which the individual is located. In terms of color, everyone has their own favorite and hate colors. Of course, you can’t insist on uniformity, but there are also common points. For example, most women like white, red, and pink. They are called feminine colors. The use of white and red in the cosmetic tube of feminine products can arouse the love of ladies. Men like the solemn and solemn black, which is also called masculine. The cosmetic tube and black for men are favored by men. Different nationalities have different favorite colors. They are called national colors. Americans like yellow. Products using yellow cosmetic tubes are sold well, such as Kodak color film, products of Kadapila, the world's largest construction machinery manufacturer, and Kurerolu. Cosmetics, Sunscreen oil from Max Fakuta, etc. However, the Japanese do not like yellow. In Japan, the use of yellow cosmetic tubes is often not sold. Some people think that Americans like yellow because of their love for blonde beauties, and because in the hot areas of the southern states, the sun looks golden. Yes, the mystery here will not be discussed in depth. This kind of national love psychology is also relatively changed, we just emphasize that the feeling of likes and dislikes can influence the buying behavior. In short, the shape, color, pattern, etc. of the cosmetic tube must be of a favorite type. This needs to be found through various market research and psychological tests.