Personalized visual expression of cosmetic packaging design

Personalized visual expression of cosmetic packaging design

In modern cosmetics marketing, cosmetic packaging not only has the function of holding and protecting products, but also must have the function of attracting consumers to buy. Compared with other products, cosmetics pay more attention to the beauty and personality of packaging. Therefore, when designing product packaging, designers must accurately grasp the design direction, infiltrate art into technology, and aesthetics into science, so as to achieve the unity of practicality and decoration. In this way Only in this way can the infinite charm of the brand be maintained forever.

1. Functions of cosmetic packaging

Cosmetic packaging is known as the "silent salesman" and is an important part of the brand's visual image design. Cosmetics, as fashionable consumer goods, in addition to having certain functions, are also a manifestation of culture, a combination of function and spiritual culture. This "fashionability" and "culture" are the taste of cosmetics. In addition to product advertising and product counter display, packaging is also an extremely important link in taste display. Suitable packaging can not only attract consumers' attention, but also fully reflect the brand's taste.

2. Personalized visual expression of cosmetic packaging

1. Use colors skillfully to optimize graphic design

The packaging of cosmetics is a colorful world. Different brands of cosmetics will choose appropriate colors according to their own characteristics. White, green, blue, pink, etc. are the most common, while purple, gold, and black symbolize mystery and nobility and can be used for high-end, more personalized cosmetic packaging.

Personalized graphics are used as a unique symbolic language in cosmetic packaging design because of their distinctive characteristics, which can reflect the characteristics of the product, indicate the ingredients of the product and display the use of the product. When creating cosmetic packaging graphics, it is necessary to fully grasp the product positioning and make it consistent with the color, text and shape of the packaging.

2. Innovate packaging forms to meet individual needs

Cosmetic packaging should be a reflection of the coexistence of commonality and individuality. Designers should consider the harmony and unity of packaging function and overall beauty when designing. Ordinary cosmetic packaging mostly uses common geometric shapes as the main form, but personalized cosmetic packaging requires its own unique style. In the personalized expression of cosmetic packaging, bionics, which imitates natural things, is a common design technique. Different from the single geometric cosmetic packaging in the past, the bionic design is friendly, lively and interesting, achieving the perfect unity of practicality and personality.

3. Provide product information and improve brand quality

The text on cosmetic packaging is the basis for consumers to choose cosmetics. The text mainly includes brand name, product name, description and introductory text, etc. When designing brand text, designers can consider the form and combination of brand text, so that the text created can be full of personality and arouse people's aesthetic pleasure. The product name should be catchy and the design should be simple so that consumers can understand it at a glance. The size, font, arrangement of text on cosmetic packaging, as well as the echo of graphics and colors, are important factors to achieve the coordination of text style, overall visual effect of layout and theme content. Therefore, the text must not only match the font and the whole, but also the color and Some strokes need to be processed, and the personalized design of the text must be highlighted. Only in this way can the perfect effect be achieved and become a more powerful promotional tool.

4. Integrate cultural elements to fully display the brand connotation

Today's cosmetic packaging design pursues the combination of tradition, showing unique wisdom and flavor of the times, and strives to achieve a high degree of unity between form and connotation. For example, the scientific, logical and rational styling style of German design, the elegance and romantic sentiment of Italian design, and the novel, smart, frivolous, exquisite and humane characteristics of Japan are all rooted in their different cultural concepts. . China's packaging design style tends to be stable, complete with meaning and formal symmetry and completeness, which is also the psychological commonality of the entire Chinese nation.

5. Advocate green environmental protection and lead the beauty trend

Faced with the deterioration of the global environment, cosmetics, one of the fashion icons, have followed the trend of environmental protection and begun to use recyclable or degradable materials in packaging design to prevent them from becoming unusable and regenerable garbage. We strongly advocate organic green to reduce environmental impact. Impact.

3. Conclusion

Cosmetic packaging is diverse and rich in personality. In addition to satisfying the basic functions of packaging, designers can spread the wings of imagination to fly freely, infiltrating art into technology and aesthetics into science to achieve the unity of practicality and decoration, and strive to integrate the brand according to the laws of beauty. Personalization of symbols, text, graphics, colors, shapes and other elements ultimately elevates cosmetic packaging design to the level it deserves.