Make-up should represent the forefront of trendy fashion. Because of this, the outer packaging of make-up products also reflects the trend of fashion everywhere. As the business card of cosmetics, packaging design can influence consumers' impression of the product from the beginning, and plays a decisive role in the process of obtaining consumer approval. They use colorful and elegant colors, simple and elegant shapes, practical and popular materials to highlight the different tastes.
The attentiveness and promotion of cosmetics on the packaging have given all women the double enjoyment of vision and use. Many people are attracted by make-up because of the packaging. After purchasing, they find that the quality of the product has become a loyal supporter. The author believes that the packaging can be turned into a brand of works of art, and its R & D staff will really care about our faces.
The importance of make-up packaging
Silent signs of colors, cosmetics
As the "coat" of a product, packaging must not only have the function of holding and protecting the product, but also have the function of attracting purchases and guiding consumption. Among the many factors of modern product packaging design, color is the most attractive and infectious as a visual design factor that expresses emotions and expresses the characteristics of commodities. It is an irreplaceable way of conveying information. For example, it is appropriate to use mid-tone colors in cosmetic packaging design, such as the Estee Lauder red pomegranate series, Guerlain's gold lipstick, etc. This color design will make people feel a noble, elegant, rich and high-quality feeling. Experts always believe that for cosmetics companies, if they want to win a surprise in the bottle and can, the color of the packaging is a very important part. The color can reflect the image of the entire brand, helping consumers to see it at a glance on the dazzling shelves.
New York's well-known packaging design expert arcRosen said: "Estee lauder is blue, EliZAbeth arden is pink, REVLON is red, CHANEL is black" ... And fashionistas usually approach the cosmetics counter and see black The round tube knows that it is a lipstick, and when you see the colorful glass bottles, you know that it is nail polish; when you see the milky scrub bottle, you know that it is a liquid foundation ... It can be seen that the color knowledge of the beauty industry is still quite a lot. Different colors have formed the established product concept to imply consumers' hearts.
Styling, creative space for cosmetics
The brilliant colors can not only directly stimulate the senses of consumers, but the unique shape can also reflect the brand's taste. Approaching the cosmetics counter, it is not difficult to find that there are many novel packaging designs for lip gloss alone: L'Oreal long-lasting lip gloss is in the shape of a concave curved glass bottle; Chanel crystal bright lip gloss is a square and long cube packaging ...
Under the premise of paying attention to product functional protection and convenient for consumers, a good packaging design usually plays a role in enhancing brand value invisible. At the Guangzhou Beauty Expo not long ago, a not-so-famous Korean cosmetics brand attracted many customers to stop and negotiate due to its more exquisite and fashionable packaging, despite the quality of its products and that of the VOV brand. Correspondingly, those who do not pay attention to product packaging and only rely on imitation and plagiarism will certainly be sad for consumers. The reporter recently came into contact with the low powder of a make-up brand. Due to the slight lack of hardness of the plastic bottle body and the defect that the opening is difficult to restore, the reporter clearly felt that the brand still needs to be strengthened in packaging design. After China's accession to the WTO, global brand management has become an important strategy for companies' international competition. Brand development and brand innovation issues are also increasingly valued by domestic companies. Chinese national enterprises are still groping and seeking development through innovation.
Material, cosmetic container
Cosmetics need high-quality packaging materials to enhance their value. At present, almost all kinds of materials are used in cosmetic packaging, and the three materials of glass, plastic and metal are currently the main materials used in cosmetic packaging containers. With the increasing influence of international first-line brands in the domestic cosmetics market, domestic cosmetics have also begun to increase investment in packaging, and the use of glass and acrylic packaging has become popular. "Continuous development of new materials and new processing technologies and the pursuit of new shapes have always been the focus of the industry in the development of cosmetic packaging containers." A technical engineer who has been engaged in material packaging research for a long time told the author, "Now, the scope of application of materials Not only limited to glass bottles and plastic bottles, the application of new materials has also become a way for the cosmetic industry to launch new products and improve existing products. Its purpose is only one-to compete for every hesitant customer. "
In addition, the gloss of the packaging is also the main research and development direction of the manufacturer. The manufacturer hopes to have more choices in the brightness of the modeling surface, including light changing effects, phosphorescent ink, fluorescent enamel, antique metal or translucent visual effects , Silky or rough feeling.
In today's extremely rich material, without change or innovation, we will be eliminated.
Make-up packaging and consumer positioning
Consumers have different shopping psychology and functions due to differences in age, gender, occupation, culture, and economic level. For example: mature consumers, working class, housewives, and those with low economic income are mostly pragmatic; young people, intellectuals, and those with a better economy are mostly seeking beauty; white-collar workers and extroverts are more "outstanding". Therefore, cosmetics companies should choose different packaging design strategies according to different consumer groups and price points. It is the same lipstick. When you see Guerlain, you may feel its luxurious and fashionable atmosphere. When you see Estee Lauder, you may think of a calm, intelligent, and elegant gold-collar lady. When you see Anna Sui, your mind may be Words such as rock, gorgeous, and retro are emerging; when you see Maybelline, you will think of affordable, high-quality, youthful ... The fine packaging of cosmetics silently positions different consumer groups.
Each series of cosmetics has a specific consumer group, and not every product is suitable for women of any age and occupation. Zhan Guibin, deputy general manager of British Icarus (Hong Kong) Co., Ltd., told reporters, " The main product of Icarus is the plant-based essence makeup series. The product highlights the simple, stylish, elegant and natural brand style in the packaging design. It will not be overly gorgeous, so that female consumers feel that they will not consume because of the high price. Sorry, and it makes consumers feel very convenient to use, as much as possible to reflect the personality and characteristics of consumer groups. "
Now, more than 60% of consumers make purchase decisions based on the packaging and design of the goods. Housewives who go shopping in supermarkets are attracted by exquisite packaging. The products they buy are usually more than half of their expected purchases. Therefore, The key to packaging design is to master the consumer's psychology. Therefore, packaging designers must design more products that are suitable for consumers. In a word: still have to be in line with the market.
Future development of color cosmetic packaging
In the future, cosmetic packaging will usher in a high-tech and revolutionary era. More new packaging concepts and new materials will be used in cosmetic packaging design. Improving the technological components in packaging design has become a public demand for packaging. The packaging of cosmetics needs to be protective, functional and decorative. The trinity is the future development direction of cosmetic packaging.
First, fresh-keeping cosmetics will occupy a considerable market
In order to meet the needs of customers, manufacturers produce products without preservatives. Manufacturers fill them in extremely small containers, and customers can use them all at once. For example, many brands of essences use this packaging method. The price of this kind of cosmetics is too high, it will not become the mainstream product in the market, but it is the symbol of the future fashion and luxury lifestyle, so there will be a stable consumer base.
Second, the development and design of green packaging materials
Many cosmetics manufacturers have begun to pay attention to environmental protection issues, and have also added environmental protection considerations to the selection of cosmetic packaging materials, considering whether these materials can be recycled, which is in line with the increasing awareness of environmental protection.
Third, multi-layer plastic composite technology
It can make multiple layers of different kinds of plastics composite together, forming them in one time, you can choose any imaginable color and design all kinds of containers. With multi-layer plastic forming technology, on the one hand, plastic packaging can completely isolate light and air to avoid oxidation of skin care products. On the other hand, by kneading different kinds of substances, it can obtain wonderful visual effects and unique feel in appearance, which improves The flexibility of the hose.
Fourth, vacuum packaging is quietly emerging
Vacuum packaging protects skin care products that contain fat, rosin oil, and vitamins. It has the advantages of strong protection and high elasticity recovery. Another important development direction of vacuum packaging is to highlight functionality, which is very important for less complicated containers.
Fifth, plastic bottles still occupy an important position
The advantages of plastic containers have always been light weight, sturdiness and ease of production. Through the efforts of chemists and plastic producers, plastic products have achieved the transparency that only glass once had. In addition, PETG is easy to be dyed into various colors, and even after UV resistance treatment, the transparency remains unchanged.