Brand cosmetics packaging design positioning

1. Significance and function of cosmetic packaging.

Today, with the progress of design, the change of ideas, the improvement of people's living standards and the emergence of new things, people's aesthetic awareness is constantly improving and developing. The psychological structure of human beings also rises from the sensory effect to the pursuit of "culture" and spiritual aesthetics. People's choice of more cosmetics is not limited to practicability, performance and price, but also needs the beauty, novelty, knowledge, culture and originality of the products, and more is the pursuit of a spiritual enjoyment. Most consumers infer the quality of their products from the appearance of a newspaper design. Therefore, packaging design was gradually mentioned a very important position, also gave it a new life.

Brand cosmetics packaging design can increase the added value of the original products, so that enterprises get rich profits. In order to remain invincible in the fierce competition of commodities, manufacturers, merchants and packaging designers must have a long-term strategic vision, walk in the forefront of The Times, and play a role in guiding consumption.

As a packaging designer, after full market research, put forward higher and updated requirements for products and packaging, achieve accurate positioning, strive for innovation, and then improve the level of packaging design, make it unique, win the favor of consumers.

Like other packaging, cosmetic packaging has the basic functions of protecting goods, convenient use, transmitting information, beautifying goods and promoting sales. In particular, its beauty function is particularly important in the packaging of cosmetics.

2. Cosmetics packaging design positioning

1. The packaging design of cosmetics should first highlight the brand of the goods.

Nowadays, consumers are advocating brand, so highlighting brand is an important strategic means for enterprises. It plays a vital role in the sale of products.

A cosmetic package that highlights a brand usually highlights the brand name on the packaging screen. In the design, the general product logo image or brand characteristics as the center, the pursuit of simplification and logo words. It can be divided into brand standard color, brand logo graphics and logo fonts. In a word, the brand should be highlighted and conveyed to consumers with a unified image on the package, so that consumers can naturally and unconsciously accept and recognize the brand.

2. Emphasize product features

In the design of cosmetics packaging, it is important to display all kinds of information of packaging contents. We should present the attractive and competitive advantages of the product to consumers, so that consumers can quickly understand and fall in love with the product at a glance. For example, through color, modeling, abstract graphics, packaging materials, text and other means to reflect the unique characteristics of the positioning of the commodity. Let consumers through the packaging can directly feel the uniqueness of this product. For example: "Yimei Tang" beauty care series, the use of a typical image of Japanese ladies, let consumers know at a look that the design adopted Japanese related technology or products derived from Japan, the packaging design can be very good to convey the characteristics of the goods.

3. Design different series of packaging for different consumers.

This design focuses on a specific consumer and usually has a very clear consumer. According to the age, education, occupation, psychological needs and aesthetic needs of these consumers, the design of cosmetics packaging is to meet their tastes. Through such a specific packaging design, consumers can feel that this product is tailored to me, which increases the stickiness of consumers to the product, thus becoming loyal fans of the product.

For example, the packaging design of men's cosmetics mostly adopts straight lines, simple and bold fonts, and stable colors to show the masculinity of the square. This kind of packaging design is bound to be loved by men, with sports, bold and open personality, manliness and other characteristics. With some mellow and lively lines draw the outline of pure and lovely images, with bright, jumping colors and flexible modeling structure, shape the packaging of fairy tale pictures, attracting the attention of children and parents.

The development trend of cosmetic packaging design

1. Strive to innovate and pursue individuality.

Innovation is the premise of design. Innovation is not only the life of packaging design, but also the foundation of design. Design without innovation is fragile. Designers should use clever ideas, original ideas and unique ideas to win surprise.

With the evelopment of packaging printing technology, digital printing and infinite printing, infinite die-cutting technology has been widely used in packaging printing industry. With the development and application of Internet technology, the cost of packaging printing and processing is gradually reduced, which makes personalized packaging design gradually become a reality. Personality impression is an important psychological factor that makes cosmetics have strong characteristics of The Times. If a product can meet the psychological needs of consumers, it can get consumers' intimacy and will soon become a best-selling product.

2. Pay attention to culture

Good packaging design, in addition to the accurate expression of commodity information, but also has a deeper connotation, that is, "culture". Packaging design needs a kind of cultural concept, which is the origin of design and the best expression of cultural connotation in design. It is the cultural mission of every Chinese packaging designer to integrate traditional culture into the cultural mainstream, embody the soul of midday design, and realize the high unification of form and connotation.

3. Pursung Design Style

It is a fine tradition of the Chinese people to learn from and draw on all the valuable achievements of foreign civilizations. Learning and absorbing advanced design experience is the responsibility of every designer. We live in a diversified society of information dissemination, in an era of global integration and global marketization, and mankind is gradually moving towards "harmony". Packaging design will also tend to be integrated and international, and reveal the traces of The Times and commonality everywhere. But design itself has its own unique regional, cultural and personal characteristics, so we need to use language to tell the story of China. This is the only way for China's packaging design.

The new era of design has arrived, China's packaging design industry started late, will face more severe challenges. We work together: design life, packaging!