Cosmetic packaging design elements and basic principles


Cosmetics are not only a commodity, but also a culture. […]

Cosmetics are not only a commodity, but also a culture. The packaging design of a cosmetic box is not only a packaging design for a product, but also conveys the brand cultural connotation, as well as people's pursuit and ideological connotation, and is recognized by consumers and potential consumers who support this brand.
Mid-to-high-end cosmetics in the international market pay great attention to the appearance design of cosmetic box packaging, because the quality of packaging affects the sales performance of cosmetics to a large extent. Mid-to-high-end cosmetics have their own clear brand positioning strategies, brand concepts and packaging features that interest consumers.
The trend of modern packaging design has changed a lot, and it has shifted from focusing on functionality and rationality to focusing on emotional humanity. Cosmetics packaging is also innovating in structural design and decoration design, paying more attention to the affinity between the visual communication elements of packaging, such as structural design, color application, and graphic formatting forms, and consumers; focusing on the pursuit of artistry to make it natural and natural. Express the connotation of the product amicably, touch the emotions of consumers, and make full use of the emotional psychology of consumers to enhance brand value.
Three principles of cosmetic packaging design
1. Accurate
Successful cosmetic packaging must first accurately convey the information of the contents. The so-called accuracy means that the packaging design must be simple, in place and clear. Accurately conveying product information requires that the shape, color, and pattern of the packaging cannot go against the habits of consumers, so as to avoid misunderstanding. Figure 1 is the packaging box of Dior perfume. It is simple and simple. The five bottles of perfume with different shapes and scents inside are displayed on the main facade of the package in the form of physical pictures, which accurately and vividly conveys the information of the package contents and highlights at the same time Brand LOGO, which arouses consumers' desire to buy.
2. Eye-catching
For cosmetics packaging to play a promotional role, it must be able to attract consumers' attention. Therefore, novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and distinctive materials can make cosmetic packaging present a very eye-catching effect, attract consumers' attention and generate strong interest.
3. Favor
The packaging design must be vivid, cleverly designed, with personality and beauty. In other words, the shape, color, pattern, and material of the packaging must be able to arouse consumers' favorite emotions, so as to stimulate their desire to buy. Good packaging design speaks for itself, can make the connotation of cosmetics come out, can reflect the characteristics of cosmetics that impress consumers, and make consumers feel good.
In short, for cosmetic packaging box designers, not only must they be familiar with new processes and technologies, but also be able to make full use of the results brought by new technologies to serve modern cosmetics packaging, use computer design methods, and pursue more refined, perfect and cultural connotations. Cosmetic packaging design.