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What are the characteristics of cosmetic packaging design


Cosmetic tube manufacturer states that a design designed to beautify and protect the packaging of a Cosmetic product is called Cosmetic packaging design. Cosmetics, as a rapidly consumed commodity, have a fast renewal cycle, which drives the development of cosmetic tube packaging design. The design of beautifying and protecting the packaging of cosmetics has become the packaging design of cosmetics. It has four main characteristics.

I. The purpose of packaging design of cosmetics tube

Cosmetics packaging needs to have a certain purpose, the first need to carry out the positioning idea of packaging design, which is a strategic vision of the design guidelines. Without positioning, there will be no purpose, pertinence, and there will be no target audience. The goods will not be sold out, which will lose the significance of the new era of packaging design. As for the cosmetics market, there is fierce competition among various brands. Effectively dividing the consumer market can avoid vicious competition, make the brand find a way to survive in the crevice, and make the sales target of the market strategy more clear.

Two, cosmetics custom tube packaging design personality characteristics

After giving humanized features to the product, the packaging design should also reflect the connotation of the commodity brand. Different brands need to set up different images and temperament, visually give consumers intuitive information, reflect the unique connotation of the brand. The packaging is designed for the product, the product comes from the enterprise, the packaging design undoubtedly also reflects the enterprise's cultural image. The image of cosmetics brand is mostly dominated by women, and women with different images are favored by customers of different levels of consumption. Packaging design is the most intuitive embodiment of the corporate image.

The characteristics of cosmetics packaging that are different from other packaging first lie in the need for clear brand information. As cosmetics are fast moving consumer goods with high brand loyalty, consumers first look for the brand when buying. Therefore, the introduction and publicity 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. The main selling of cosmetics is its function, and different functions are targeted at different consumer groups. Product efficacy, features and advantages of complete information, the product is a hidden publicity.

3. The packaging design of cosmetics tube needs to cater for different packages.

Cosmetics come in a variety of textures, either powder, liquid, or semi-solid, so the packaging can be made according to the texture. The inner packaging must be designed according to the packaging, from the appearance of the shape, to the internal structure need to be from the protection of products, convenient transportation, environmental protection and other aspects of consideration. Therefore, the packaging design of cosmetics needs to carry out more detailed research and test work in the early stage. Because of the limitations of packaging, the design of inner packaging will become complex and changeable, and it is possible that objective factors may affect the visual effect.

4. Cosmetic packaging design is restricted by local laws and regulations.


Legislation on packaging of cosmetic products was announced in September 2008 and has come into force since January 2009. The packaging regulations that must be complied with, whether imported or domestic, include:

1. There must be no more than three layers of cosmetic packaging;

2. The volume of the package must not exceed 45% of the volume of the product.

3. The value of the package must not exceed 15% of the value of the product. These special restrictions on cosmetics packaging have reduced the creative scope of cosmetics tube packaging. These restrictions have led to the trend of homogeneity of cosmetics packaging and increased the difficulty of cosmetic packaging design.

Therefore, when designing custom cosmetic tube packages, the manufacturer needs to grasp these four main features of cosmetic packages, and only based on the characteristics of the cosmetics themselves can it design packages that meet people's needs. For more information, Reach Cosmetic Tube Manufacturers.

Selection and design of packaging materials and containers for cosmetic products

【 hairdressing cosmetic packaging materials and containers of choice is the first consideration of all the external form, and then focus on its function and use requirement, again on this foundation to seek exterior modelling and color design, and the difference of the packaging is often the last ring, namely the personalized design, and personalized design often need through the special materials, clever packaging to show 】

The packaging of modern cosmetics mainly has the following characteristics in the selection of packaging materials and containers, the structural design of packaging containers and the decoration design of packaging containers.

First, cosmetic packaging plastic materials and composite materials are widely used

The application scope of plastic materials and composite materials in cosmetic packaging is getting wider and wider. The shape design of packaging containers, especially plastic cosmetic bottles tends to be diversified, such as plastic cosmetic tube, plastic cosmetic bottle.

2. The use of cosmetic glass bottles is restricted

Due to the intrinsic defects of glass bottles (e.g., than the major, fragile, etc.) for general cosmetics, if use plastic material or composite packaging instead of glass containers, plastic containers or composite containers are often adopted to packaging, for high-end cosmetics or volatile and vulnerable cosmetics fragrance, such as perfume, general or using glass bottle to packing.

Three, cosmetics packaging container specification diversification

Due to the intensification of competition in the cosmetics market, the manufacturers are investing more and more in the cosmetics packaging. For middle and low grade cosmetics, in order to meet different needs, the size of the packaging container is diversified to facilitate the choice of consumers, to meet the needs of different levels of consumption; For high-grade products, small capacity packaging is adopted to meet the needs of low-income people, especially to meet the curiosity of young girls caused by the consumption psychology.

IV. Serialization of cosmetic packaging design

The so-called serialized packaging design refers to the same category of commodity packaging design based on the premise of uniform trademark pattern and font, with different colors, water patterns or different shapes and structures as the key tone. The requirements of the same are different in the same, the same in the different, both diversified and integrated.

Serialization in the practical application of cosmetic packaging, there are generally two situations, one is: the same brand, different functions of cosmetics for a complete set of serialization packaging, in order to facilitate the purchase of consumers, but also make the overall price is lower than the total price of separate purchase. For example, a series of cosmetics of a brand, maintain the overall design style, and then use a larger container, a variety of cosmetics for collection packaging, as a sales unit for overall sales; Two is: the same brand, the same main function, but different auxiliary functions of a series of cosmetics, or the same brand, the same function, but different formula of a series of cosmetics, in the packaging design of the serialization design. For example, a variety of moisturizing cream of a brand, its main function is to protect skin, but the auxiliary function is different, and then a variety of cleansing milk of a brand, its function is to clean the face, but the formulation of the manufacture is different. For this kind of series of cosmetics, in the packaging design, should conform to the characteristics of series packaging design, not only to achieve the role of series of packaging, but also conducive to the choice of consumers.


Five, the packaging of cosmetics more and more to meet the needs of personalized development

The packaging of cosmetics must correctly convey the characteristics of cosmetics required by the consumer demand of different personalities, and show the aesthetic taste of different groups of people, so as to successfully achieve the purpose of promoting sales of cosmetics packaging.

Convenience of packaging form

Some cosmetics such as mousse, perfume and other products are packaged in the form of spray packaging to facilitate the use of consumers. Cosmetics packaging more and more attention to the structure of the container and accessory design, so that consumers in a variety of environments easy to hold, easy to access, easy to quantify. Information source: Guangdong packaging

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