This is an era of looking at the value of the face. What kind of skin care packaging do you like to see? Bri-gitte Evard, co-founder of the International Packaging Design Award Penta-wards, believes that packaging design is a set of rigorous and difficult criteria that follow the rules of the market, while also paying attention to controlling costs and increasing profits.
As consumers become more savvy and critical, it is increasingly difficult to win their trust in a product. In response to this change, the brand and the designer's strategy is to show the product on the packaging is very sincere, let people feel that it is not only "real goods" but also "the production process is very careful."
If you have been paying attention to the new products of cosmetic counters, you will probably find that the gorgeous "feminine" packaging is no longer a weapon for skin care brands to attract women. Women who like to "see people by appearance" will find the natural minimalist cosmetic packaging style in this year's new products, and become the eye-catching tool for the personal care market in 2016-2017.
The first is color. According to the color test, the object is observed under normal conditions. At the time of initial observation, the color attracts 80% of the observer's attention, and the process lasts for about 20 seconds. Therefore, color determines the 80% of consumers' first impressions and is the most prominent element in product design. Colors that make your eyes look more comfortable have become the first choice for many brand designers, such as beige, white, light pink, and woody colors, which are soft and more acceptable.
In addition to the color that looks comfortable, the eco-friendly material is one of the characteristics of the current skin care packaging. In the last two or three years, kraft paper has become hot. From a technical point of view, it has good elasticity, good toughness, and can be recycled. It is a very environmentally-friendly packaging material, and it can reflect the natural simplicity of the product and the company's “responsibility to protect the environment”.
In fact, many international brands have paid great attention to the theme of environmental protection from the beginning of packaging design. Today, the “naturally comfortable” design trend is beginning to return to the consumer horizon. More and more personal care products hope that product packaging will return to real and natural materials, giving consumers a sense of trust and creating a comfortable and laid-back atmosphere. Moreover, more and more irregular handwritten fonts or scribbles appear on the packaging, which is like a hand-made graffiti, combined with a more environmentally friendly material. Every effort is made to show the realism and craftsmanship of the product, emphasizing that it contains human personality and temperature, and hopes to establish an emotional connection with consumers.
Unique shape. More and more designers are considering not only how to make this brand easy to remember when considering the form or shape of packaging, but also how to improve the efficiency of use and reduce the burden on customers. After all, the distinction between the product and the competitor, in addition to the value of the face, and its actual function, this also applies to the packaging. Marc Jacobs' recent cosmetic packaging is praised for its succinct simplicity. The surface is metallic, smooth and smooth, and the shape of the lip pencil is slightly fat, and it feels good when used.
The change of the packaging of goods in a market can often reflect the attitude of people's life. The return of life is simple and natural, and it is not the desire of people.