• Robert Xu

Cosmetic packaging design and development

Updated: Aug 26, 2019


Target market The packaging design you are about to mak […]

Target market

The packaging design you are about to make is customer-specific, so it is necessary to understand the target customers. Every market is attracted to different things. A design that appeals to girls may not appeal to mature women; the packaging design of male cosmetics is different from that of women. Once the target customers are identified, some market research is done on the current design elements of the popular products and packaging. You don't have to copy their designs, but you can draw inspiration from their cosmetic box design.

2. Brand identity

Cosmetic brand identity is to deliver the right information through the package so that consumers can better understand your company. Packaging design is an extension of the company's identity. Consumer perceptions of the company's product packaging will always affect their perception of the company's identity. It is also common practice for companies to use multiple packaging designs for different product lines under the same brand, especially those that are large enough to diversify their products.

3. Market and distribution strategy

Cosmetics market distribution strategy You need to consider where your target consumers will meet your products, online sales, small boutiques or large shopping stores, there will be no obvious difference in design methods, but the key is to Make sure your product is easy to stand out in dozens of products. On the shelves of large shopping stores, luxury packaging designs are more likely to be discovered by buyers. However, in a small boutique, you need to cater to the more mature and fashionable consumers. Luxurious design may not work, but simple and generous packaging design may be the most effective method.

4. Product packaging layer

When it comes to the design of cosmetic boxes, you may need to consider two levels, the outer box and the inner tray. The outer box generally refers to the outer packaging that customers often see when purchasing products from physical stores. The internal storage is to store the product and prevent the product from colliding during transportation. Generally, sponge, plastic, EVA and other materials are used.

5. Packaging focus

No matter what the shape of the box, you don't want the package to be completely blank. Each product requires a name, and packaging requires product information so that buyers can fully understand the products they purchase. When a buyer hesitates, he will look for more information on the package to convince them to buy. Unfortunately, most people don't spend too much time thinking about it, which means that packaging has only a short time to deliver the most important information about the product. This key message is the focus of the box. In addition to these, these messages can be highlighted by the following design elements.

Style: Color and text play a vital role in convincing people to buy cosmetics. You can use an ideal combination to attract people's attention, stand out from the crowd, and match your brand identity. Such a design can be difficult to achieve with one color, but there are countless combinations to explore. Language is equally important. Make sure the text is easy for customers to see. Using contrasting colors and unique fonts is an effective way to achieve this.

Logo: Your cosmetics can have two logos. One is the company logo and the other is the product logo. Its corporate identity and brand identity appear on the product packaging. However, brand identity is more dominant on the packaging, usually in front. Just like any other logo design, it must truly represent the main features of the product. For example, the main ingredient used, its performance, its efficacy, or its intended effect.

6. Print options

Lithography, flexo, digital, gravure and screen printing are just a few of the most popular packaging methods. Each has its own strengths and weaknesses, but digital printing is often considered the best in terms of price, speed or quality. Depending on the materials used, you can make good use of laser etching, for example on metal, wood or even glass. This method can be costly, but it is a good choice, especially for the high-end market.

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