The main consumers of cosmetics are women, who have delicate minds and rich emotions. They are more vulnerable to the influence of external emotions. They are often attracted by the pictures composed of visual elements of product packaging, have direct feelings or buy directly. In order to attract more consumption, the following art points Yichuang will bring you the marketing methods of cosmetic packaging design.
1. Color attracts attention
Therefore, among a wide range of commodities, products with bright colors can be slightly reminiscent of. Nowadays, many cosmetics stores use the principle of color communication, and use bright colors as the main decorative tone of the store, which can make consumers attracted by the mall in the mall. For example, the colorist, the colorist in the cosmetics counter, is mainly pink. Due to the blending of colors, its internal makeup wall has also become a net red photo punch in area.
It is also understandable to apply color to goods. As we usually talk about Coca Cola and Pepsi, I believe the initial memory is red and blue. In the beauty industry, many brands also have their own key memory points. For example, when you mention huaxizi, you will think of green packaging; Estee Lauder's brown, Lancome's black and so on.
If the product is sold online, the attraction of color is not as strong as offline, but the packaging design and picture display of the product can drive huge consumption. After reading a comment on gogo dance, it is found that most consumers have evaluation criteria such as "exquisite packaging", "packaging style preference" and "good packaging", and packaging has become one of the criteria for people to evaluate product preference.
2. Interactive packaging
With the development of cosmetics industry, many consumers no longer only pay attention to the outer packaging of products. From quick delivery box to outer packaging of products, and then to product texture design, they are a point that can attract consumers.
Megri said: "We design interaction, not design terms. Scholars Wang Xinyue and Liu zunyue also mentioned that in the appearance design or packaging of cosmetics, we can refer to the design of toys such as building blocks, Lego and electronic organ, change the packaging method, or increase the packaging function, so that consumers can no longer simply open the packaging mechanically and then discard it, but can improve their sense of life happiness from the packaging design. Compared with Fang said that the outer packaging of its products can be folded and transformed into a storage box, which is not only environmentally friendly, but also enables the sustainable use of the outer packaging of the products to form consumers' memory of the brand. It can even fold the items provided by the up owner of station B into a storage box, which is environmentally friendly, but also enables the continuous use of the outer packaging of the products to form consumers' memory of the brand.
3. Establish emotional ties
Some products pay attention to humanistic care in packaging design. Such products can stimulate consumers' consumption desire. "The purpose of design is people, not products," he added For example, the recently released perfect diary of Red Crowned Crane eye shadow disc is a product marketing concept with the theme of "Red Crowned Crane eye shadow". It not only lets consumers understand the knowledge of red crowned cranes, but also can stimulate consumers' desire to protect endangered animal. Through the promotion of products, the protection of red crowned cranes is a purchase for consumers, and also an environmental participation.
For a product, if it is offline shopping, consumers can see it at a glance from many commodity types, and product packaging is very important; If it is online shopping, the first thing to see is the packing box. Nowadays, the "beauty economy" is popular. Everyone is a visual animal and will be attracted by beauty. Product packaging may become an important factor in the flash of products in the kaleidoscope. In addition, product packaging has a way to attract consumers and shape the brand image, which needs careful consideration by the brand.