Six characteristics of cosmetic packaging design

Date:Jun 15, 2019

There are certain differences in products, of which cosmetics are the most obvious. In addition to the differences in the nature of the product itself, cosmetics also have different grades. In order to distinguish the level of cosmetics, people often use different packaging materials and methods to reflect. With the intensification of competition in the cosmetics market and the development trend of the packaging design industry, people have different requirements for the design requirements of packaging materials, packaging containers and cosmetic packaging. We summarize the six main features of cosmetic packaging design.

1. Diversification of cosmetic packaging containers.

Due to the fierce competition in the cosmetics market, various manufacturers' investment in cosmetic packaging is also growing. For medium and low-end cosmetics, in order to meet different needs, the capacity of packaging containers is diversified and convenient for consumers to choose; for high-end products, small capacity is used for packaging to meet the needs of low-income people, especially for young girls. The psychology of consumption caused by curiosity. Therefore, different packaging containers are used to meet different consumption levels.

2. Serialization of cosmetic packaging design.

The so-called serialized packaging design refers to the packaging design of similar products based on different colors, water patterns or different shapes of uniform trademark patterns and text fonts. The requirements are the same, and the different requirements are both diverse and holistic. In the practical application of cosmetic packaging, there are usually two situations:

First, cosmetics of the same brand and different functions are packaged in series to facilitate consumer purchases, while making the overall price lower than the total price of the individual purchase. For example, a range of branded cosmetics maintains the overall design style, and then uses a larger container to package and package various cosmetics as a sales unit for overall sales;

The second is a series of cosmetics with the same brand, the same main function, but different auxiliary functions, or the same brand, the same function, but different formula design. For example, a brand of various moisturizers, the main function is skin care, but the auxiliary functions are different, like a brand of various cleansing milk, its function is clean, but the manufacturing formula is different. For this series of cosmetics, the packaging design should conform to the characteristics of the series packaging design, not only to achieve the role of the series packaging, but also to facilitate the choice of consumers.

3. The application range of plastic materials and composite materials in plastic packaging is getting larger and larger, and the design of packaging containers, especially plastic bottles, tends to be diversified.

4. The use of glass bottles is limited.

Due to the inherent disadvantages of glass bottles (eg heavy, fragile, etc.), for general cosmetics, if plastic materials or composite materials can be used instead of glass containers for packaging, they are usually packaged in plastic containers or composite containers for high-end cosmetics. Or volatile, easy-to-scent cosmetics, such as perfumes, are usually packaged in glass bottles.

5, some cosmetics such as mousse, perfume and other products use spray packaging and other packaging forms to facilitate consumer use. Cosmetic packaging is increasingly focusing on the structural design and accessory design of the container, making it easy for consumers to grasp, easy to use, and easy to quantify in a variety of environments.

6, cosmetics packaging should be more and more targeted to the needs of personalized development.

The packaging of cosmetics must correctly convey the cosmetic characteristics required by different individual consumers and express the aesthetic taste of different groups of people in order to successfully realize the sales of cosmetics.

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