The packaging helps gain customers' attention and is the first thing your customers will see.
The packaging helps gain customers' attention and is the first thing your customers will see.
Beauty products have always been an important part of the lifestyle industry.
You can find them stapled everywhere, from bathroom cabinets to your dressing room worldwide. People are crazy about cosmetic products when it comes to bringing a glow to their faces or decreasing those aging signs; it is booming.
The beauty culture is deeply rooted in India, especially in skin care, where consumption has escalated in the past few years. The escalation in sales also means you need to grab the attention and tell your customer, “This product is for you!”
The packaging helps gain customers' attention and is the first thing your customers will see. In addition, straightforward packaging helps customers better understand ingredients and product performance.
If your packaging speaks about the product, they will likely buy it. If not? It is going to gather dust sitting on the corner of a shelf.
But how exactly do you design packaging that grabs customers' attention? We got your back. Let’s dive in.
Before jumping into the specifics of designing packages for your cosmetic brands, let’s understand what cosmetic packaging design means.
Simply put, it’s a process of creating a packaging design for your cosmetic products. It involves the design of shapes, colors, typography, logos, images, textures, and other visual elements that reflects your brand personality.
It’s simple, right?
It defines what your brand is, How your brand’s personality is, and what’s your brand’s ultimate goal. Further, it helps set you apart from your competitors, attract customers, and influence them to make a purchase.
At the first point of contact, when a consumer comes across your packaging, you got only a few seconds to evoke emotions in them. Therefore, how your customers feel about the product and brand could play a significant role in your packaging.
You got it, right? Great!
Now, let’s jump into the specifics of designing a package for your cosmetic brand.
How do you decide on the packaging that can make the product magnetic to attract your ideal customers?
As customers constantly evolve, it is vital to understand what is trending. So, let’s begin with the design journey.
Before you jump into designing, you must know your target audience. The packaging design you’re about to create is for your customers, right?
You need to know whether your product is for teenagers obsessed with getting a stunning look, for womens who want to make their skin look young again, or for mens to make their skin look softer.
Once you know your target audience, you can understand what they want and how you can grab their attention. In addition, do some market research to know about your competitors, the elements, colors, and trending patterns on their packaging.
Our team works with each client to understand their audience and goals and create a design that resonates with the brand.
Packaging is about sending your customers the right message about your brand. Therefore, brand identity is a key factor in packaging, as important as knowing your ideal client.
You need to tell your customers what your brand is doing. For example, are you selling luxurious products? Or are you just simple and classy? How you want to portray your brand will determine the elements and design of your packaging.
Many customers look for luxurious brands, but other consumers crave affordability, eco-friendliness, practicality, or convenience. Customers' perceptions of your brand are always affected by the elements in your packaging.
In addition, you can use different packaging designs for different products under the same brand and reach out to different customers.
You need to consider the market where your customer will encounter your products.
But does that make any significant difference if we sell online or in-store?
There is no significant impact between selling products online or in-store shelves, but the point is to make them noticeable among dozens of other products. When talking about retail shops, bold colors have better chances of getting spotted by customers. In contrast, it might not work the same for eCommerce stores.
You might need to alter the packaging design based on where you would be selling your product. Will it be online or in-store?
Cosmetic products are packed in various containers, including sprayers, pumps, jars, tubes, tin containers, and droppers. There can be more variations, but you should determine the most effective one based on your aesthetic and product.
Out-of-box packaging can help you stand out from your competitors, but that doesn’t mean thin liquid into collapsible tubes or nutrition pills in droppers. Cosmetic brands are more into luxurious types, so you should be careful with your packaging shapes.
The packaging should improve the customer experience when they use it daily by making it easier to hold or use accurately. In addition, you also need to consider the storage, safety, and logistics that play a major role in product ergonomics.
The impact of packaging for cosmetic brands is tremendous! The visual element can help you stand out from the competitors and make it easier for customers to recognize your brand.
These elements can help attract customers unfamiliar with your brands, and the first impression matters a lot, right?
Let’s check out some elements that create the first step for your experience-
When you talk about packaging, the crucial element to consider is the color palette that resonates with your brand.
Colors can maximize your brand’s appeal, grab customers’ attention, and create a brand image. For example, eco-friendly companies' products use green shades to showcase their connection with the earth and sustainable packaging & products.
The most common colors used in the Cosmetic niche are pink, purple, and red to convey a sense of passion and femininity.
To choose a color that resonates with your brand, you need to find a color palette that becomes instantly synonymous with your brand.
Another element to keep an eye on that needs to resonate with your brand is “Font.” Like with colors, fonts convey feelings and emotions.
Picking the right one is not daunting as it seems.
The fonts can easily communicate a sense of beauty, what message you want to convey, and what emotion you want to trigger. For example, classic fonts convey a sense of the established and traditional message. On the other hand, script-type fonts convey fun, flirty, and feminine messages.
One more thing to consider while choosing the fonts - How will it look on your packaging? It should be easy and clear to read.
Next is choosing the materials that convey your brand. The cosmetic industry has become unique, from metallic tubes to using eco-friendly materials.
With the rise of customers' interest in eco-friendly materials, brands must keep up with the demand to grab their attention. There are so many options out there to jazz up your packaging material.
Other things to remember are choosing the material that prolongs shelf life without contaminating the product. On the other hand, if your product is meant to be stored in a shower, you better make sure the logo and label are water-resistant.
In addition, renewable materials that are compostable and biodegradable are excellent choices for packaging. Remember, choose a material that fits your budget, complicated design leads to a higher budget.
The final element includes using patterns and styles that bring uniqueness to your packaging product.
It refers to how the product will look when the customer purchases it. For example, those loud strips and wild colors grab your customer's attention and stand out from other products on the shelf.
The right pattern gives your product the confidence to become top-notch beauty packaging customers won’t say no to buying.
Choose the right pattern that is more engaging wherever they acquire your products.
So, choosing the right element helps your packaging to send the right message to the right audience in the right way.
Are you still confused? Let’s bring up some examples to make it easier.
Colorbar is one of the leading cosmetic brands that provides its customers with a unique packaging design experience.
The simple, subtle, and stunning design catches the eye and attracts customers. The red, blue, and pink colors create a brand identity showing fiercely, charming, and audacity. The elements are clean, straightforward typography, and subtle colors make it stand out from competitors.
KIKO is an Italian company that features a range of cutting edge-makeup, face, and body treatments. The packaging uses a simple and attractive design to emphasize more effects. The white space makes it look subtle with all the required information using modern fonts. The design is attractive, decoding the brand's identity of elegance, sensuality, and femininity.
Innisfree is a natural brand that shares the benefits of nature from the pristine island of Jeju and pursues eco-friendly green life. The packaging is focused on delivering healthy beauty with a typograph that embodies it. The color symbolizes the shades of the Jeju bija forest and its natural vitality.
The packaging of the personal care brand is a timeless combination of materials, colors, and finishes for an outstanding result. In addition, the packaging reflects the brand identity that focuses on the skin's journey through time.
The competition in the cosmetic industry is incredible and to stand out from your competitors takes a lot of effort. However, you can grab customers' attention if you have a cool product, the right packaging, and the right design, you can grab customers' attention.
Therefore, having a unique, eye-catching packaging design gives you an advantage in brand recognition and identity.
If you are looking for some fab packaging design or want to revamp your old packaging design, Bizongo is here to curate unique ideas that reach the right customers.
We are Desworks, the design arm of Bizongo. We design brands, packaging, products and have delivered 85+ successful projects in the last 5 years of our existence.
Our winning formula for brands, packaging has a mix of aesthetics, functionality, and experience.
We Bizongo Desworks are here to make your (brand, product & packaging) design work.
