The design of packaging to beautify and protect the characteristics of cosmetic products is known asCosmetic PackagingDesign. Cosmetics, as a fast-consuming commodity, has a fast renewal cycle, which drives theCosmetic PackagingThe development of design. The design of packaging beautification and protection for cosmetics' own characteristics becomes the packaging design of cosmetics. It has four main features.

一、化妝品包裝設計的目的性

Cosmetic packaging needs to have a certain purpose, the first need for packaging design positioning ideas, which is a strategic vision of the design guidelines. Without positioning there is no purpose, relevance, there is no target audience, the goods will not be sold, which will lose the significance of the new era of packaging design. For the cosmetics market, a variety of brand competition is fierce, effective division of the consumer market, you can avoid vicious competition, so that the brand in the cracks to find a way to survive, but also more clear market strategy of the sales target.

??Second, the personality characteristics of cosmetic packaging design

After giving the product humanized characteristics, packaging design should also reflect the brand connotation of the commodity. Different brands need to establish a different image and temperament, visually give consumers intuitive messages, reflecting the brand's unique connotation. Packaging designed for the product, the product from the enterprise, packaging design undoubtedly also reflects the cultural image of the enterprise. The image of cosmetic brands are mostly female as the main body, with different images of women to obtain the favor of customers of different consumption levels. Packaging design is the most intuitive embodiment of corporate image.

Cosmetics packaging is different from other packaging features, first of all, the need for brand information is clear, because cosmetics is a high brand loyalty of fast moving consumer goods, consumers in the purchase of the first recognized is the brand. Therefore, the introduction of the brand and publicity information must be clear, which is also for the brand to establish a good visual image, to attract potential customers. Secondly, the product information must be complete, cosmetics are mainly sold is its function, different functions for different consumer groups. Product efficacy, features and advantages of the information is complete, the product is a hidden publicity.

Third, cosmetic packaging design needs to cater to different individual packaging and design.

Cosmetics have different textures, or powder, or liquid, or semi-solidified, so the packaging will also be based on different textures and production. The inner packaging must be designed according to the packaging, from the appearance of modeling, to the internal structure of the need to protect the product, easy transportation, environmental protection and other considerations. Therefore, the packaging design of cosmetics in the early stages of the need for more detailed research and experimental work, due to the limitations of the package, the design of the inner packaging will become complex and variable, but also because of objective factors may affect the visual effect.

Fourth, cosmetic packaging design is restricted by local laws and regulations.

In September 2008, China announced legislation on cosmetic packaging, which was implemented in January 2009. Packaging regulations that must be complied with, whether local or imported, include:

1. No more than three layers of packaging;

2. The volume of the package should not exceed 45% of the volume of the product itself.

3. The value of the packaging can not exceed the value of the product itself 15%. These special restrictions on cosmetic packaging for cosmetic packaging creativity to play a more narrow, all the restrictions make the packaging of cosmetics to the trend of uniformity, but also increased the difficulty of cosmetic packaging design.

Therefore, cosmetic packaging design needs to grasp the four main features of cosmetic packaging, only from the characteristics of the cosmetic itself in order to design packaging works to meet people's needs.