Looking at the beauty industry in recent years, many domestic brands have made many new tricks in packaging design. For example, the Chinese style design has been recognized by consumers, and even reached the popularity of going out of the circle.
Not only that, but now the packaging design of domestic cosmetics is no longer limited to the idea of traditional culture integration, showing a more diversified trend in style. In the increasingly fierce competition in the cosmetics industry, how to create a distinctive or unique packaging design style according to its own brand positioning has become more important.
After clarifying the strategic thinking elements of brand packaging, let’s take a look at the analysis and application of current beauty packaging design trends. Here, I have summarized and summarized some of the current popular trends.
Simply speaking, this is some retro content, coupled with the fusion of our current pop culture, and then creates a bright, impactful, a lot of neon colors, and a bold typesetting style. Which Incorporates a variety of visual expressions. Since we live in an Eastern context, some Eastern cultural elements and items are more accessible to us; and although the packaging of this chocolate brand in the West is also in a retro style, we may need to think about which era this is. Because we Have not experienced it personally. Therefore, for retro-style packaging design, the cultural context is particularly important.
One advantage of this packaging design is that it will make our brand have a particularly strong sense of modernity, which is convenient for communication in mobile media. Because the style patterns of this type of packaging are all digital, they are not limited by resolution, and can be used in scenes of various sizes.
This type of style can bring people the feeling of escaping from reality and going to a distant place all of a sudden. For example, the Brazilian style is integrated into the design of Starbucks, which will make people think of the feeling of vacationing in Brazil. This kind of packaging design that yearns for the distance can also reach consumers well.
This type of style uses bolder colors and stronger contrast, and its aesthetics are mostly kaleidoscope, fractal or paisley patterns, which make people feel hallucinatory. This type of packaging design also has emotional thinking in it, and it can also attract consumers when used properly.
This type of design subverts the previous design rules, and the design and typography are completely different from the previous typography language. The advantage of this style is that it has a particularly strong impact and a deeper memory for consumers, and it is also very suitable for expressing the personality of the brand. But when using this type of style, you need a good control ability and a very good image integration ability.
This type of style has actually been favored by many brands. Bright, dreamy tones, coupled with some tin foil and holographic elements, can catch the hearts of women very well; the use of bright colors can also quickly catch consumers visually.
Its advantage is that it allows consumers to participate, and consumers can create an emotional connection with the brand through this packaging when using the product. For example, designing dialogues, tearing, pressing and initiating the behavior of folding a certain shape on the packaging.
This design can also be said to be a continuation of a fixed style. It is actually closely related to brand values, because Generation Z consumers are more concerned about whether the brands they support are consistent with their own values and life philosophy, which also determines their willingness to buy.
It’s more of a trend than a style. At present, it is more focused on virtual spokespersons and digital collections, which can allow consumers to have some virtual interactions, but it is not widely used in the cosmetics industry, and more in digital technology products.