Few industries have as much potential to create loyal, die-hard customers as the beauty and cosmetics industry. Beauty products are a must-have in bathroom cabinets around the world. Whether one wants an “I woke up like this” look or an edgy “makeup is art on your face” feel, nearly every woman (not to mention a lot of men!) uses beauty products every day.
This means that if you have a beauty or cosmetics line, it’s possible to start some serious business. But it also means that if you want to grab this business and make it your own, you need to find a way to cut through the clutter, jump off the shelves at Sephora, and tell your ideal customers “This is lipstick” for you! ” Packaging is the best way to accomplish this.
Your packaging is the first thing your beauty die-hards who want to be customers see. If your packaging catches their attention and expresses what they are looking for, they are likely to take your product home and try it out. if not? The shelves may be collecting dust.
But how exactly do you design a package that will make your ideal customer extremely happy? Hopakpackaging provides you with all the information you need to design packaging that will make your products stand out on the shelf.
1. Be prepared before designing
Before you start packaging design, you need to clarify the following points:
1) Define your ideal customer
It’s important to know who you’re designing for. Who is your ideal customer? Are girls as obsessed with shiny things as boy bands? Are they women of color? Will the makeup they want actually (finally) match their skin tone? Are they masculine men… who also want baby-soft skin? Once you know who they are, what are they looking for in a makeup brand? What will grab their attention?
2) Define your brand personality
Your identity is just as important as your customer’s identity. What is your brand? Are you a dark and edgy person (like Urban Decay)? Simple and classic (like Bobbi Brown)? Luxury (like Dior)? Accessible (like Wild Wetlands)? Who you are as a brand and the personality you want to portray to your customers will determine which design elements you use in your packaging.
3) Define how your ideal customer buys your product
You also need to think about how to sell your product. Do you sell online or in stores? In a small boutique or a large retailer? Your design strategy may change depending on where you sell your items.
4) Create a mood board for your brand
It is a great idea to create a mood board for your brand before you begin designing. Incorporate images, colors, advertising, and anything else that you feel embodies your brand’s personality; these will serve as inspiration as you work through the design process.
2. Let cosmetic packaging trends inspire you
If you need a little inspiration for your packaging design, there’s no better place to start than by checking out the latest cosmetic packaging trends. Once you understand what’s currently trending, you can create packaging that caters to what’s important to your customers right now and speaks to them in the right way.
Remember, you want to choose a look that’s both modern and on-trend, yet timeless and universally appealing so that your packaging design stays current for as long as possible. Here are the cosmetic packaging trends we’re seeing everywhere right now:
1) Complex line drawings
Intricate patterns using fine lines and lots of detail are a timeless beauty trend in cosmetic packaging. Floral and hand-drawn patterns in particular work well and can be strategically placed in selected areas or cover the entire product. If you want something less feminine but still want something elegant and detailed, then a more geometric, clean, and cool painting style might be for you. If your brand is detail-oriented, or you’re looking for a subtle yet beautiful way to showcase what’s inside your packaging by painting the ingredients you use, this trend is perfect for you.
2) Unique custom fonts
The trend of bold fonts that we commonly see in graphic design naturally extends to packaging. A unique font can give your packaging a lot of character. Typography is the perfect way to express who you are as a brand, and handwritten fonts can help you stand out from the crowd. Whether it has a retro feel, a bold statement, or a quirky style, a unique font is sure to stick in people’s minds.
3) Bold, eye-catching patterns
With eye-catching stripes and wild color combinations, bold graphic trends will make your packaging stand out. Well-placed, eye-catching graphics can make your packaging pop and give your brand a confident, youthful look that sets you apart. Irregular patterns in particular are a recurring trend that can give your packaging certain advantages. But that doesn’t mean your brand has to be young and loud to capitalize on this trend: abstract patterns can work for any brand as long as they have the right colors and shapes.
4) Cool black packaging
Black and white cosmetic packaging is a timeless trend that we never get tired of. The new change in packaging design we are currently seeing is that while white used to be the overwhelming choice for cosmetic packaging, black now seems to dominate monochromatic packaging. To add a fun twist, these designs use subtle patterns and tiny pops of color to catch the eye. The packaging is mainly black, which looks luxurious, mysterious, and cool. What’s more, if you choose an elegant monochromatic design, you can ensure that your packaging will never go out of style.
5) Lush flowers and warm, earthy colors
Cosmetic packaging covered in rich, warm florals and natural, earthy tones is one stylish retro trend we can’t get enough of. While this trend has a feminine and sometimes sexy vibe, it can also feel warm and cozy. Lush, rich floral illustrations are combined with simple typography for a classic style that creates an approachable yet luxurious look.
6) Modern simple pastel
The combination of pastels and minimalism is perfect. While pastels will soften an otherwise crude-looking minimalist packaging design, a simple and clean design will ensure your pastel packaging looks modern and sophisticated. Experiment with both concepts to find a combination that works for your brand. You can keep it simple and trendy by choosing a pastel hue that matches your client and brand, or you can use a pastel combination to achieve a playful and dreamy look.
When it comes to cosmetic packaging, anything is possible. Dare to be different! Try designs that speak to you and express what your brand is about. Its unique design stands out from the crowd.
3. Create your perfect cosmetic packaging
Now that you’re inspired, it’s time to start designing your beauty packaging and cosmetic labels.
1) Set your brand design standards
Setting up your design elements is the first step in designing your packaging. You need to consider the following elements:
The first thing you want to consider is the vibe and personality you want to bring to your packaging. Do you want to pursue a minimalist vibe in your design? Or do you want something more exaggerated and stylized? Knowing the style you want to develop will help guide the rest of your design and ensure you make packaging decisions that fit your overall design goals.
Locking in on your style will also help you identify any other design elements that need to be considered. Do you want a pop art feel? You may then want to complete some illustrations to guide the design process. Do you incorporate natural elements into your natural cosmetics brand? Then maybe you’ll want to add some nature photography to your packaging. The key is, that when you know what style you want, you know what design elements you need to reflect that style in your packaging.
When choosing colors, you want to choose colors that a) match your brand personality, b) grab your customers’ attention, and c) stand out from the competition. In the ultra-competitive world of beauty and cosmetics, this is especially relevant.
Think about choosing your brand’s palette just like you would when assembling this season’s must-have eyeshadow palettes; you want to stay true to your brand while standing out from the competition. For example, pink is a popular color in the beauty and cosmetics world. It’s fun, it’s feminine, and it happens to be a color that’s widely used in all the gorgeous makeup products we put on our faces. But if you choose pink as the packaging color, it may be difficult to attract customers’ attention, because there is already a sea of pink on the shelves of every cosmetics store.
The most well-known beauty and cosmetics brands use color to build their brand. Urban decay is associated with purple. Bold black and white belongs to Make Up Forever. And what about the Pink Queen? Cosmetics that are too flattering.
If you want your brand to be equally successful, you need to do the same thing and find a brand palette that not only stands out from the shelves but becomes instantly synonymous with your brand.
Next is the font. As with color, you want to choose products that are uniquely branded and instantly recognizable to customers when they scan the shelves.
Have a brand that’s a little edgy? Choose a bold display font, such as Urban Decay. Funnier, sexier, more feminine? Use a whimsical font or a handwritten font, like Too Faced.
How about clean and sophisticated? Try using sans-serif fonts, which will give an upscale, modern feel, like Chanel. Looking for a classic feel? Stick to an elegant serif font, such as Clinique.
Is there one more thing you need to consider when choosing a font? How it looks on the packaging. You want your fonts to be clear and easy to read—even if they’re on a small, compact box.
2) Gather the information you need to include on the packaging
Next, you need to gather all the information that needs to be on the packaging (including information required to comply with FDA standards). Some common things that appear on cosmetic packaging:
- Show images of your products that are cruelty-free
- expiration date label
- government warning labels
- Additional images and graphics
- brand copywriting
4. Select your packaging type
We’re now ready to choose the physical packaging.
1) Understand the three levels
Just like starting with primer, then foundation, and finally setting powder, when it comes to packaging, you need to consider three different levels: outer packaging, inner packaging, and product packaging.
The outer packaging is the first thing your customers need to open when purchasing your product. This could be the boxes you use to ship customer orders from your warehouse, or the bags you use to package cosmetics in your retail store. The inner packaging is where your product is stored, just like the box your customers open to get their lipstick. Product packaging is the package itself: the container that holds the product, whether it’s a lipstick tube or a foundation bottle.
2) Common packaging types in the cosmetics industry
When it comes to beauty and cosmetic packaging, the sky is the limit. When choosing cosmetic packaging, the first thing you need to consider is “what”. What is the purpose of your packaging? What kind of product are you creating? Obviously, the product packaging that works for a lip gloss won’t work for a body butter, so you need to choose the product packaging that makes the most sense for each product.
Some popular packaging options in the beauty and cosmetics space include:
- vacuum bottle
- Paper Tube
Now, obviously, different products have certain packaging standards. Most lipsticks come in lipstick tubes. However, you shouldn’t let that stop you from thinking outside the box! Take lip gloss, for example. The standard used to be to put them into a tube with a wand. While this remains the most common packaging option, many brands deviate from the “norm” and incorporate other options such as squeeze tubes, jars, and twist-top lids. So don’t feel like you need to adhere to the limitations of “standard” packaging!
Once you know what kind of packaging you want, you need to figure out how and where to get it. There are tons of cosmetic packaging companies out there and you can buy packaging at wholesale prices. You can also design a custom bottle, box, or tub, which can make your product stand out on the shelf but will certainly cost you a pretty penny.
5. Choose a focal point for your design
Once you know what type of product packaging you want, it’s time to start thinking about the design. What’s the best place to start? Choose a focus.
When your customers view your product, you have a brief window of time to get your message across before they move on to other products on the shelf. What is the one thing you want customers to know about your product? Whatever it is, this is what needs to be implemented in your packaging design.
Do you want to build brand awareness and let your customers know that the lipstick or cream they buy is yours? Then you need to put your logo front and center. Do you know if there’s an ingredient in your beauty products that will wow your customers and make them buy? If so, then this needs to be the focus of your design.
By focusing on one core element in your packaging design, you can ensure your key message gets through to your customers.
1) Consider your materials and specialty printing options
Next is choosing the materials and specialty printing options you will use on your packaging.
There are many options to liven up your packaging. But remember: the more complex the packaging, the higher your budget. Depending on your product, some upgrades may be needed (for example, if your product is going to be stored in a shower stall, you’d better make sure the label is coated and waterproof).
Other design choices help you create a specific look and feel. Incorporating something with a 3D effect like foil stamping, embossing, metal or ink will definitely make your packaging feel more high-end, luxurious, and interesting, but it will also increase your cost per pack.
If you’re not sure what options are available, or what your budget allows, talk to your designer about the materials and printing options that best fit your brand and budget.
6. How to choose the right designer for your cosmetic packaging
There are two common ways to advance cosmetic packaging design:
Of course, your first option is to do it yourself. While you may be tempted to do the design yourself to keep your budget low, we don’t recommend this unless you have design experience. Your cosmetic packaging design is very important to the success of your business; this is not the place to cut corners.
2) Hire a designer
Another option you have is to hire a designer to manage the design process for you. There are two great ways to do this: you can hire a freelancer, or you can launch a design contest.
If you want to work directly with a freelancer, you’ll want to look for someone with experience in product packaging design (even better if they’ve worked specifically in the cosmetics industry).
7. Start designing
Once your designer is on board, it’s time to start designing!
After reviewing your brand style design with a designer and letting them know exactly what you’re looking for, you’ll want to ask them to develop a design mockup. This will give you a concrete package to review before finalizing your design.
Once you have a design mockup, you will need to evaluate your design to see if it is suitable for your product. When evaluating your model, ask yourself:
- Will this grab the attention of my ideal client?
- Is it clear from the packaging what the product is?
- Does the packaging look user-friendly/easy to use?
- Will this stand out among competitors’ packages?
- How’s the 3D effect? (You can even print a prototype and assemble the packaging to get a better idea of what it will look like in real life)
- Will this design be as relevant in 5 years as it is today?
Once you have completed your design and the designer has created the packaging die lines, you will need to send the file to the printer. you need to:
- Packaging mold line vector files for each product (usually .ai or .pdf)
- Pantone or CMYK color code
Once you have these files, you can send them to the printer, print your packaging design, and launch your product into the world!
There are many opportunities in the beauty and cosmetics industry. If you have the right product and choose the right packaging and the right design for your product, this opportunity is yours! If you would like to inquire more about cosmetic packaging, please contact Hopakpackaging.