There are few industries out there with the same potential
to develop loyal and die-hard clients such as beauty and cosmetics. Beauty
products are a staple in bathroom cabinets around the world; whether a person
searches for an "I woke up like this" or the Avant feeling
"makeup is art you wear on your face", almost all women (not to
mention tons of men!) use beauty products daily.
Which means that if you own a beauty line or cosmetics,
there is the possibility of serious business. But it also means that if you
want to take that business and take it for yourself, you're going to have to
find a way to break the mess, jump off the shelf in Sephora and tell your ideal
client, "THIS is lipstick." for you! "And the best way to do Cosmetics
Packaging.
Your packaging is the first thing that the beauty fanatics
that you want to convert into customers will see. If your package catches your
attention and tells you what they are looking for, they are likely to take your
product home and try it. If not? It is likely to accumulate dust on the shelf.
But how do you exactly design the type of packaging that
makes your ideal customer shout "Do I need that blush yesterday?" Do
not fear, 99designs is here with all the information you need to design the
packaging that stands out on the shelf and gets your product in your customer's
bag (and, eventually, on your face).
Prime before designing
"Compose" your packaging
Choose your brand design elements (color, fonts, etc.)
Gather the information you need to include in your package
Choose your type of packaging
Choose a focal point for your design
How to find the right designer for your cosmetic packaging
Start designing
Prime before designing
Before starting with the design of your packaging, there are
some things you want to clarify:
Define your ideal client
It is important to know who you are designing for. Who is
your ideal client? Are they among girls as obsessed with flashes as with boy
bands? Are women of color who want makeup that actually (finally) matches their
skin tone? Are they men who are male ... but also want soft baby skin? And once
you know who they are, what are they looking for in a cosmetics brand? What
will get your attention?
Define your brand personality
As important as the identity of your client is your
identity. What is your brand? Are you dark and nervous (like Urban Decay)?
Simple and classic (like Bobbi Brown)? Luxurious (like Dior)? Accessible (as
Wet n Wild)? Who you are as a brand, and the personality you want to portray to
your clients, will determine what design elements you will use in your
packaging.
Define how your ideal customers are buying your product
You will also want to consider how you are going to sell
your products. Do you sell online or in the store? In small boutiques or in big
stores? Your design strategy may change depending on where you are bombarding
your products.
Create a mood table for your brand
One great thing to do before you start designing is to
create a mood table for your brand. Gather images, colors, advertisements and
anything else that you feel embodies the personality of your brand; these will
act as inspiration as you move through the design process.
"Compose" your packaging
Okay, once you've verified all your previous design tasks,
it's time to start designing your cosmetics and beauty packaging labels.
Set your brand's design standards
The first thing you will have to do when designing your
packaging is to configure your design elements.
There are some different elements that you should keep in
mind:
Style
The first thing you should consider is the mood and
personality you want to bring to your package. Are you looking for a minimalist
environment in your design? Or do you want to go more exaggerated and stylized?
Knowing what style you want to advance will help guide the
rest of your design and ensure that you make packaging decisions that are in
line with your overall design goals.
Blocking in your style will also help you determine any
additional design elements you need to consider. Are you looking for a pop art
feeling? Then you may need some illustrations to lead the design process. Are
you incorporating natural elements for your brand of natural cosmetics? Then
maybe you want to take some nature photography to include in your package. The
point is that when you know what style you are looking for, you know what
design elements you will need for that style to be reflected in your packaging.
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