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From the perspective of cosmetic packaging, product appearance design and consumer psychology

Release time:

2023-03-21

In the context of rapid economic development, the consumption concept of young consumers changes correspondingly with the improvement of living standards. Skin care products are a necessity of life, and they are also products that can enhance their sense of superiority, which contains huge business opportunities. In the skin care market, consumers not only care about the functionality and practicality of the product itself, but also pay attention to the visual experience and packaging texture of the product. Domestic and foreign skincare brands are overwhelmed, and under the condition of equivalent function, packaging has become a key factor in determining the product to stand out in the fierce competition in the market. Therefore, packaging is no longer a simple technology, it has become a complex cultural process, symbolizing the brand's philosophy and cultural story.

1. Characteristics of the consumption psychology of female consumers

In the skincare market, women are the main consumers. They cherish the ideal of pursuing beauty and eternal youth, and do not hesitate to spend a lot of money on skin care products. In order to meet the psychological needs of female consumers, manufacturers invest a lot of capital in the production and promotion of products, stimulate women's purchasing power, and constantly study the changes in women's consumption psychology. For example, women's beauty psychology is prominent, and during the purchase process, they will have a soft spot for products with strong decoration, novel styles and unique shapes. Women also have a strong emotional memory, so products with aesthetic value are more likely to arouse their desire to buy. With the development of women's consumption concepts, they not only pay attention to what kind of effect the product itself can bring, but also pay attention to what kind of status symbol the purchased product can bring to themselves, hoping to show their own values and taste from the product. In the design of skin care packaging, add humanized design elements to show the fashion sense and innovation of the product, which can attract female consumers. Male consumers are not prominent in the skin care market, they prefer practicality, and do not have too many requirements for product packaging.

2. Consumer self-demand

Consumers make purchasing decisions based on their own needs. Consumer demand will develop step by step with the changes of the times and age, from material requirements to spiritual needs. Therefore, contemporary packaging design is no longer just to simply protect the product, it needs to have more meaning and function, can be carefully considered from each link of packaging design, such as concept building, box innovation, color positioning, graphic selection, font design, material experimentation, etc., in order to connect consumers and products for the purpose of making it resonate spiritually. Young consumers pay more attention to the trend of skin care packaging, pursue a sense of youth, and use more fashion elements and brilliant colors in design. Mature consumers pay more attention to the practicality and taste of products, and need to reflect the practical value of products when designing packaging, and the design style should tend to be simple and elegant. Only by grasping the self-needs of consumers and grasping different types of consumer psychology can the product find the correct positioning in the market.

Visual consumption has become an important part of the concept of consumption. Most of the foreign designs are very simple, and even use monochrome to reduce the amount of ink used, and there is no sense of overdesign, environmental protection and health, which reflects their concept of putting nature first. For example, Fresh, known as the "Lady of the Plant World", is favored by many consumers for its natural ingredients and excellent efficacy. The packaging of Flex's skincare products is almost all white ceramic bottles with pink outer packaging cartons. It seems simple and unpretentious, but it has put a lot of thought into the design, the weight of the ceramic bottle, the delicate concave and convex lines on the box, and the retro text, all show low-key and luxury. Many consumers have indicated that they are indeed attracted by its meticulous and unique packaging design and buy Flex products, and only after using them do they know that the effect is significant, which is a typical visual psychology to drive consumer behavior.

Cosmetic packaging market and business opportunity analysis

2023/03/21