Packaging in the cosmetics industry is based on in-depth research. And how it helps to win the edge of competitors.
1. Graphic design and other aesthetics
The design of a cosmetic
container must be more than practical. It should be artistic enough to be
memorable and evoke emotions. Although color is the primary consideration, the
design must also draw attention to the various information printed on the
package. Think of beauty as the front end of the buying process because it
usually makes a first impression. Consumers will ultimately judge the overall
quality after purchase based on practicality.
Another reason to pay attention to the aesthetics of the packaging is that the product needs to stand out on the store‘s display stand. In hundreds or thousands of products, consumers need to immediately identify the product so that they are not disturbed by the many other marketing displays and messages that attract them to purchase. It‘s important to keep in mind that any given consumer may want to buy several products, but not necessarily have a budget for large purchases.
To build a competitive advantage, cosmetics need to immediately convey beauty. It must also communicate how to use the product in an appropriate way. Eye makeup should paint beautiful eyes, just like lipstick can paint beautiful lips. Hair products need beautiful hair images.
2. Transfer information
One of the key elements of packaging is how labels
resonate with consumers. The most effective labeling not only encourages
potential customers to buy the product, it can also influence the way people
use, transport, recycle or dispose of the product. These relationships must be
clearly communicated on the label. Fine typography is often ignored, but visible
text can be compelling and inspiring.
Some products require more information than others. Medicines, foods and medicines are examples of products that people read the ingredients before buying. Some people are allergic to certain ingredients, while others try to avoid using suspicious chemicals.
3. Safety and product protection
Product security from the manufacturer to the supply chain to the customer is imperative. At any stage of transportation, whether it is transportation or inventory, the product must remain intact, otherwise it is likely to result in losses due to lost sales or returns. Packaging helps protect products throughout the process, especially those made of glass or other fragile materials. Some of the main issues should be to protect the product from the following causes of damage or deterioration:
mechanical
hot
biological
chemical
Through radiation (such as
ultraviolet light)
Malicious tampering
electric
compression
4. Barrier protection
Equally important, although not much is talked about
outside the industry, so is barrier protection. Products must be protected from
oxygen, water vapor, dust and other factors that may cause degradation. Certain
perishable products (such as food) require a controlled atmosphere to stay
clean, fresh, sterile, and safe. The shelf life depends on these factors.
5. Convenience of buyers and sellers
Another role of packaging is to
facilitate consumers and all entities related to manufacturing, distribution and
marketing. Everyone who comes into contact with the product from packaging to
purchase must be able to handle the product with care to make it a marketable
product.
From shipping, handling, to stacking the products and displaying them in the store, the packaging must maintain a fresh, shiny new look. For consumers, even minor damage to containers or packaging can be suspect. After the customer purchases the product, the product and packaging must be durable enough to withstand opening, use, reuse, distribution, and recycling. It must also be easy to handle to avoid any inconvenience.
Although cosmetics are popular, they must be more emotionally appealing.
Packaging is most effective when it provides a convenient and practical solution
that includes the product and the surrounding space inside the package. Make
sure the outside provides useful information and engaging images to catch the
eye.
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Cosmetic Bottles-Cosmetic Packaging Purpose: 5 Things
原文：https://www.cnblogs.com/Emilypacking/p/12072786.html