How to make a brand stand out in the fierce market competition and be able to win the favor of consumers. Some people say it is product quality, some say it is marketing strategy, and some say it is packaging design. Yes, these three aspects are very important, but for the cosmetics industry, packaging design has a more strategic position. For this reason, understanding the future design direction of the color box is crucial to the promotion of the brand.
Novel personality
There are more and more homogeneous products in the cosmetics market, which has led consumers to pay more and more attention to product packaging. Unique and innovative packaging will increase the product's influence on consumers.
From the perspective of packaging color, it has been better to see from the past that only the pursuit of color is now determined according to the purchase group of the product. Different colors represent different styles between brands. Pechoin herbal products are mainly based on the concept of herbal skin care, and the packaging color is green. Han Shuhong's capsule set chose red. Han Shu's use of color is self-evident. He wants to make skin care products that can represent Chinese characteristics, and it also implies that it will be prosperous in the future. And male cosmetics generally use steady colors to reflect a kind of square masculinity.
Customization
I don't know when, festival limited edition products are deeply loved by consumers. People give gift boxes of limited editions as gifts to others, or buy them to treat themselves. When consumers increasingly pursue a sense of festive rituals, brands also need to respond quickly to changes in consumers.
On the eve of Valentine's Day in 2019, Valentine's Day limited products from brands such as YSL Beauty and Lancome were sold out soon after being put on the shelves in Tmall flagship store; Limited lipstick gift boxes of Givenchy Beauty, Armani Beauty, M•A•C and other brands are also very popular in offline outlets such as brand counters. In addition, Yue Sai has tried to launch Chinese limited products four years ago, which has become a long-term communication plan for the brand to communicate with the local Chinese market.
When consumers’ demand for cosmetics is no longer limited to basic product functions, but the pursuit of inner satisfaction; when "limited cosmetics gift boxes" become the first choice for more and more couples and friends to give gifts. Tao will inevitably become more and more lively.
Sense of experience
Natural and hand-feel packaging is becoming a trend. When designing the carton, try to choose the special effect paper with good contact experience. At present, special effect paper includes plant parchment, embossed paper, and patterned paper . Among them, patterned paper includes mesh paper, antique effect paper, adulterated and special effect paper, non-coated patterned paper, Ganggu paper, "condensed" pearl patterned paper, "Xingcai" metallic patterned paper, and gold paper. Different effects can meet the different promotion themes of the brand. In addition, the face of busy life has increased the frequency of business trips, and the easy-to-carry cosmetics are also deeply loved by white-collar ladies.
Cosmetic packaging is a kind of packaging that consumers will pick up and experience when they use the product. The contact experience is more important to consumers than the packaging that is discarded immediately after opening.
Concise
Now the packaging is becoming more and more minimalist, and the fonts of products and packaging rarely use fancy designs. Turning the complex into simple, on the contrary, makes the logo more prominent, which is more conducive to product promotion. For example, the clever application of black, white and gray colors can give people a sense of stability and high-end quality. In addition, packaging must have deeper cultural connotations. Appropriate integration of traditional culture into packaging design will make packaging design more style and characteristic.
Smart Packaging
In the evolution of cosmetic packaging, smart packaging has become increasingly important. Some brands will conceptually give the product packaging a sense of technology to enhance the technical taste of the product. Cosmetics merchants can use QR codes and Near Field Communication (NFC) to print more information on products and track the packaging throughout the entire cycle, making it easier for consumers to obtain product information and conduct interactive activities.
In addition, AR technology is also used by major brands to improve user experience, stimulate product sales, and enhance the interest and interactivity of products. Smart packaging acts as an interface between consumers and products, and further information about the origin and sustainability of the product can be learned through the video, which enhances the approach to reality.
Sustainability
As consumers' environmental awareness increases year by year, sustainable packaging has become the mainstream. Brands should strive to reduce redundant packaging and ensure that the packaging is as sustainable and recyclable as possible. For example, the structural design of each box reduces the use of packaging materials, so as to win more customers.
For example, the RFID tags developed and launched by Stora Enso Smart Packaging are made of 100% wood fiber paper. Compared with traditional plastic tags, the former can bring a lower carbon footprint to B2B companies that focus on sustainable development.
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