The cosmetics industry has grown into a multibillion-dollar business. It effectively powers a number of other industries and lifestyle trends and can provide lucrative opportunities for newer companies. Delivering a consistently high-quality product is essential. However, attractive and distinctive packaging is one of the most important keys to success in the cosmetics industry.
Seventy-two percent of American consumers agree that packaging plays a role in their buying decisions. Cosmetic packaging design is the process of creating interesting packaging that makes your brand and product stand out in a sea of other similar products.
How to Create Cosmetic Packaging Design?
Today’s consumers don't just want products that get the job done. They look for brands they can connect and identify with. This personal connection is exponentially important with cosmetic and skincare products as consumers of these products state they are faced with nearly unlimited options.
This is where packaging comes to your aid. The right packaging can help you catch the consumer's eye, helping them form an instantaneous connection with your product. You don’t need a massive budget or a world-class designer to create effective packaging. You simply need to tap into the elements that make your brand memorable and convert them into unique, authentic, and approachable packaging.
Here is what you need to do before you start designing your packaging.
Define Your Personality
The first step to designing packaging that exemplifies your brand is to clarify who you are and what you represent. Starting with your current range of products, imagine how the packaging for these products could communicate your brand’s character to consumers. Is your brand sleek and minimalist? Offer packaging with a clean, simple design. Do you want your brand to exude glamour? Reflect that personality with bright and vibrant packaging. Or, mirror your use of all-natural ingredients with packaging that features earthy colors or botanical prints.
Define Your Target Audience
Next, define your consumer. Who are your products for? For example, if you offer upscale cosmetics, your target audience might be working women. The packaging for these products should reflect style and sophistication. Conversely, if your products are meant for younger girls just starting to experiment with makeup, you can grab their attention with fun and colorful packaging. You may also appeal to environmentally conscious people. The more specific you can define your target customers, the better your customization efforts will be.
Once you decide on your target audiences, you can streamline your packaging more efficiently. When you know who your product appeals to, you can incorporate elements customized to your customers’ preferences. Keep in mind that what works with one group may not work with others, so be sure to diversify your packaging accordingly.
Define Your Retail Options
When it comes to creative skincare packaging design, where you sell your products also affects the process. When you sell your products offline, your goal is to display packaging that will stand out from surrounding goods and draw consumers’ eyes to your product. If you are selling products online, your goal is to establish a connection with your customers when they first interact with your product in person. Your packaging should extend beyond the innermost packaging. The mailing package will be the first time a new customer interacts with the product. So, instead of using standard brown mailing materials, consider creating brand-specific mailing packaging that reinforces the product’s design. This layered approach gives customers an unboxing experience that builds excitement and sets your products apart from other brands. Design Your Own Cosmetic Packaging Online
Dividing the packaging design process into manageable chunks can help you stay organized and productive. Here are the key steps to completing your packaging design.
1. Take Inspiration from Cosmetic Packaging Design Ideas
The first step in cosmetic packaging design is to collect different ideas and form a rough design outline. Now that you’ve defined your personality, target audience, and retailing options, you can use those parameters to form your outline.
You may also research competitor brands to see what works and what doesn't. Browse aesthetic boards on the internet or books to get inspiration. Jot down what you want and don’t want in the packaging, and use your notes to create mood boards and style sheets.
2. Set a Theme
Once you have a basic idea of what you want the packaging to look like, it’s time to get more specific about your design elements. First, choose the best containers for your products. Containers include boxes, jars, bottles, packets, tins, and tubes carrying various products. After you’ve chosen the best container for each product, select the containers’ materials, shapes, and sizes.
Next, you will need to sort out the specifics of your theme, namely:
- Color scheme - primary and secondary colors that capture the brand’s spirit.
- Fonts – easy-to-read fonts that ensure complete information can fit onto labels of various sizes.
- Design - patterns that complement the color scheme and fonts without feeling overwhelming or underwhelming.
3. Turn Your Ideas into Reality
The last step in your cosmetic packaging design journey is to finalize a design you can use to create concrete packaging. It's time to put your plans to use. Make sure you highlight your product's best qualities and benefits on the front label and include any additional helpful information on the back.
Your packaging should also highlight the product’s unique qualities, such as 'cruelty-free' or 'vegan.’ Additionally, include instructions for use, being careful to follow FDA’s guidelines that apply to your product.
Often, the packaging is what ultimately pushes the customer to buy your product. Even if you have a stellar product, the customer may pass it by if it is poorly packaged. Give the packaging process the attention it deserves and try to create something unique and authentic.