How to select different packaging design strategies

Update: 2021/05/08

Cosmetics are increasingly becoming an indispensable pr […]

Cosmetics are increasingly becoming an indispensable product in people's daily life. While cosmetics beautify people's lives, they also form a consumer necessities that contains huge business opportunities and cannot be ignored. Various skin care concepts emerge in an endless stream. Various brands of cosmetics are dazzling and dazzling. Many products are not only selling effects, but also selling fashion and culture.

And the "fashion" and "culturality" of cosmetics are usually what we call taste. So how does the taste of cosmetics reflect? In addition to product advertising and product counter display, packaging is an important aspect of taste. Appropriate packaging can not only directly stimulate the senses of consumers, but also reflect the taste of the brand.

The psychological value of cosmetics is very important. For the same lipstick of about 4g, the price of different brands of lipsticks varies greatly. When the cost of the product is roughly the same, the reasons for the difference in price include many aspects, which cover the product. Psychological value brought by potential factors such as its own appearance, packaging and decoration, brand name, and corporate image.

First of all, from the perspective of consumer psychology, it is necessary to attract consumers' attention first, and then to arouse consumers' desire to buy.

People respond to color the fastest. The power of color may depend on how to reconcile the color contrast, making it eye-catching on the counter, and soft and not glaring after buying it home. When consumers are attracted to the cosmetics display rack by advertisements, if the outer packaging of the product itself or its terminal image cannot arouse their interest, then the packaging design will fail.

Consumers differ in their shopping psychological activities due to their age, gender, occupation, culture, and economic level. For example, mature consumers, working class, housewives, and those with low income are mostly pragmatic; young people, intellectuals, and those with ample financial resources are those who seek beauty; white-collar workers and extroverts tend to be outstanding. Therefore, different packaging design strategies should be selected according to the target consumer group for product positioning.