The health and beauty industry is flourishing like ever before, with countless new cosmetic products making it onto the retail shelves every year. Premium products have taken a front seat in consumer demand in the USA, and are the fastest growth segment. The best cosmetic packaging designs offer certain qualities that are known to be effective in driving sales in a retail environment. The current pattern of consumer demand is shifting towards a desire for higher quality products. Presenting a cosmetic product as premium and high-quality plays into that demand.
Cosmetic Packaging: The Crucial Elements
To create consumer interest, packaging designs have three constants that are known to produce a positive response. These include:
Experiential Packaging for Engagement
The first contact with a new product should be an experience in itself. Experiential packaging leads the consumer to interact with the product and pick it up — the first critical step in any purchase. Packaging options that draw the eye of the consumer, causing them to engage with the product package, are an effective way to stimulate consumer interest. Unique closures, windows, embedded samples, unusual shapes and textures can all lead to higher levels of interest and engagement.
Any new product in a cosmetic line must be clearly branded so that loyal customers can easily spot a new product, and new customers who have interest in a specific cosmetic line will recognize a product as being part of that brand’s family of products. Designers for many highly-successful cosmetic brands understand that simplicity creates an image of quality, where busy, highly-colored designs are a trend that is gaining traction – but must be designed correctly to maintain the quality image. Ensure that any new product in your line is clearly recognizable as your brand, with additional design elements for each unique product.
A Standout Design
With shelves loaded with products, packaging design for a cosmetic must stand out from the rest. The factors that can make cosmetic packaging more appealing involve the finish, colors, or the shape of the folding carton holding the product. A standout design is a critical factor in a heavily-saturated field. Those cosmetics that present an image of quality in the packaging stand out as more appealing to consumers browsing the shelves. The science behind effective design involves “biomotive triggers,” or design elements that create an instinctive response in a consumer. These triggers involve every aspect of the packaging, including color, shape, finishes, embossing, logo, and graphics.
The packaging for any cosmetic is a critical element in appealing to consumers – particularly as there are only two to three seconds for a consumer to notice, pick up, and further investigate a cosmetic. At JohnsByrne, our team of professional engineers and designers bring extensive knowledge and experience to cosmetic packaging design. Our creative, high-impact packaging designs are ultimately customizable, with every option available, including pearl, gold, silver, glitter, and grit. Our ability to produce the full spectrum of custom finishes on our state-of-the-art Press384 can help your cosmetic brand produce the maximum effect on consumers.
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