What are the styles of skin care product packaging design_Cosmetic packaging with a sense of design

1. Nostalgic style

For every girl, washing face and skin care every day is It is a very enjoyable and happy thing, and girls especially love beauty. In addition to the good feeling of using skin care products, if you put some thought into the packaging, it will improve the user's happiness. Therefore, the packaging design of skin care products It also needs to be professional and in line with the aesthetics of a certain group of people. Nostalgic-style packaging requires a lot of time and energy from designers, and some retro elements need to be incorporated, such as colorful stripes, retro illustrations, etc.

2. Extremely simple style

Ultimately simple style of skin care product packaging design is also very common in the market. Skin care products like MUJI use transparent white bottles, and the bottle body is also very common. There are no too many complicated floral patterns. The bottle is made of plastic, which is environmentally friendly and does not lose its texture. On the contrary, it makes people feel more professional and safe. It echoes the product's non-additive, non-irritating and gentle characteristics. This is more professional. The design, so for skin care products, the choice of packaging theme style should be consistent with the characteristics of the internal products and echo the brand name, which can also reflect another kind of beauty.

3. Illustration style

In addition to the usual packaging, some skin care products can also occasionally change to a different style, such as holiday limited editions or co-branded designs, although the products remain the same. , but new design styles may be very helpful in increasing sales. This type of style does not need to consider too many factors. It only needs to be consistent with the theme. You can choose some illustrations or patterns with special colors to bring people to the The visual impact of color can not only attract the attention of consumers, but also add a sense of fun to users' ordinary lives.

4. Pure text style

The main function of text on skin care products is to convey product information and an introduction to consumers, so it is best to be concise, clear, and easy to understand. Don’t be too complicated, just let consumers know what product it is at a glance. Choose a normal font, not too fancy. Secondly, the design of the brand font can have some special elements, but try to keep the fonts of all skin care product packaging consistent. This can better present a unified aesthetic.

As for the styles of skin care product packaging design, the editor of Global Ivy will share with you here. If you have a strong interest in page layout, website design, image processing, etc., I hope this article can be helpful to you. If you want to know more about graphic design materials and techniques, you can click on other articles on this site to learn. How to design a cosmetics brand?

Nowadays, cosmetics have gradually become a must-have product for many people. Many people even do not go out without makeup. This also provides a good opportunity for some cosmetics companies to carry out corporate brand planning activities to improve their appearance. Brand awareness, this can enhance the popularity of the brand and make the brand favored by more consumers. So what are the key points for cosmetics companies to develop cosmetics brand design?

1. Establish a quality image. A good impression is the first step to success, and quality image is the foundation of brand image. The establishment of a quality image of cosmetics is not just about mentioning product quality. The key is to establish an impression of "good quality". The quality image cannot just stay at the level of "saying it is good after using it", it must be "saying it is good after seeing it". Therefore, the quality image must be "visible, tangible and felt" to meet the requirements of brand building.

2. Establish a price image. Price image is an important manifestation of market sensitivity. We often use the retail price of a product to describe its price image. It is indeed unfair to think that a high price is a good image and a low price is a bad image. It should be said that the price is relative. It is in the comparison of similar products that we differentiate. Therefore, we believe that quality image and brand image are the basis of price image. The pricing models of "quality/price" and "brand/price" are more in line with the needs of building a brand image.

3. Establish a channel image. The complete sales channel is intermediate marketing plus terminal marketing. Intermediate marketing refers to wholesale sales, and terminal marketing refers to retail sales. The image of the channel must be based on the retailer, that is, the image of the retailer is the image of our channel.

When Sony first entered the U.S. market, it was sold in consignment stores. American consumers thought it was a "bad boy" product. Later, Sony moved the product to the shelves of Mahilir Department Store, whereupon consumers began to buy it. Sony's brand is really starting to take off.

4. Establish an advertising image. Advertising is a powerful tool for business expansion. Advertising may not necessarily lead to market success. To establish an advertising image, an enterprise has two controllable factors and one uncontrollable factor. Controllable factors: First, choose big media for advertising, and second, invest heavily in advertising. Uncontrollable factors: the quality of advertising, including creativity and production level. In short, establishing an advertising image requires "two bigs and one high", that is, "big media, big investment, and high level." The bigger the media, the bigger the image; the bigger the investment, the stronger the image; the higher the level, the better the image. It's really that simple.

5. Establish a promotional image. Sales is a double-edged sword. It is true that it is a very effective marketing tool, but if it is not done well, it will backfire on you. In the process of brand building, you need to frequently use some promotional techniques. "Discount sales" is a relatively clear promotion method that damages the brand image. If you observe carefully, you will find that those promotion methods related to "price reduction" are very detrimental to the brand image. But this is not true. China Changhong Color TV increased its market share that year through large price cuts. If the promotional image is well done, the market can be reorganized and re-ranked.

6. Establish customer image. The "positioning theory" of Reese and Trout in the 1970s changed the concept of products. Products no longer serve the public, but are enjoyed by some people, thus giving rise to the "customer image". We can imagine that starting from Who are the people who wear "BMW"? Who are the people who wear "Adidas"? Who are the people who buy "Chanel"? Brand managers should clarify the customer image that their products are connected to. Among them, the more effective one is the price. Separate different groups of people based on price and protect the interests of a few.

The brand is the representative of the enterprise, and the design of the brand must conform to the image of the enterprise, so that when promoting, consumers can associate the brand and the enterprise when they see the logo, which facilitates the dissemination of product information. Make consumers focus on the product, which is beneficial to the sales of cosmetics. What are the components of commercial advertising illustrations? What three effects should we pay attention to in commercial illustrations?

Components of print advertising - overview

1. Title

The title is the text content that expresses the theme of the advertisement. It should be attractive, attract readers' attention, and guide readers to read the main text of the advertisement and watch the advertisement illustrations. The title is the finishing touch. Therefore, the title should use a larger font, be placed in the most eye-catching position of the advertising painting, and attention should be paid to matching the needs of the illustration shape.

2. Text

The text of the advertisement is the text that explains the content of the advertisement, which is basically a play on the title. The text of the advertisement specifically describes the true facts, so that readers can move towards the goal of the advertisement with conviction. The main text of the advertisement is concentrated and generally arranged on the left and right or above and below the illustration.

3. Slogan

Slogan is a phrase that matches the title and text of the advertisement to strengthen the image of the product. It should be easy to pronounce and easy to remember, and should be used repeatedly to make it an "article mark" and "speech mark". For example, "Wearing Bausch and Lomb is extremely comfortable!" The slogan must be concise and concise, and can be placed anywhere on the layout.

4. Illustrations

5. Logo

There are two types of logos: product logos and corporate image logos. A logo is the main symbol by which an advertising object identifies a product or enterprise. In advertising design, logos are not decorations on the advertising page, but important components. In the entire advertising layout, the logo shape is the simplest and most concise, and its visual effect is the strongest. It can be recognized in an instant and can leave a deep impression on consumers.

6. The company name

is generally placed in a secondary position at the bottom of the advertising page, and can also be placed together with the trademark.

7. Color

Using the expressive power of color is like putting on beautiful and bright clothes for the advertising layout, which can enhance the eye-catching effect of the advertisement.

On the whole, sometimes in order to create a more focused, stronger, and simpler advertising image and deepen consumers’ understanding, one or more of the above elements can be modified according to specific circumstances. Exaggeration and emphasis.

Components of print advertising - design of advertising text elements

Writing of advertising text

Basic requirements for writing advertising text:

1. Simple, lively and interesting

2. Coherent and focused

3. Use illustrations to enhance the effect

4. Be innovative and creative Creativity

Requirements for writing various text elements:

1. Writing of titles

1. News-style titles: News-style titles are based on what most people think The psychology of interest in news reports uses the method of writing news headlines to provide readers with new facts. For example, "Radar Green Horse Watch, tell you the secret of manual watches!"

2. Question-type title: Questions can arouse people's curiosity and drive people to inquire deeply. When writing a question-style title, you should strive to ask the question from the perspective of the consumer. This will make the reader feel friendly and receptive to the information conveyed by the advertisement. For example: "Why are ladies more and more interested in Rado women's watches?" from Swiss Rado.

3. Imperative title: Use metaphors to combine beautiful and familiar things with what the advertisement wants. The content of the propaganda is combined to create a beautiful association in the readers, so as to achieve the purpose of deepening the impression. The title of the Japanese "Kao" cosmetics advertisement is "Kao World, Smooth and Bright".

4. Name-based title: Use the name of the product or company as the title, put it in the most prominent position on the advertising page, get straight to the point, and hide nothing. However, because this method is too exposed, lacks appeal, and has no room for aftertaste, it is difficult to generate sound associations and is difficult to arouse readers' interest.

5. Guaranteed title: This kind of title uses the identification of the product by an authoritative agency, such as the National Quality Award and the Provincial Quality Product Award.

2. Writing of advertising slogans

In advertising creation, advertising titles and advertising slogans are easily confused. Because advertising slogans, like titles, serve the theme of advertising, many advertising slogans also evolve from titles. Although there are similarities between the two, their nature is still different. Advertising slogans are complete sentences or couplets that match the title and text of the advertisement to enhance the image of the product. They can express the theme of the advertisement clearly and clearly, and the sentences are easy to remember.

Written advertising slogans should be concise, simple, easy to remember, stimulating to a certain extent, and able to attract readers' attention. Advertising slogans should try to highlight the advantages of the product and make readers want to buy it.

There are two types of typical advertising slogans. The first is advertising slogans that emphasize the advantages of products, such as "Always drink Beijing royal jelly and you will be smart at all times." "Where there are mountains, there must be roads, and where there are roads, there must be Mitsubishi cars." The second are advertising slogans that prompt readers to take action, such as "Don't fight." We don’t know each other” typewriter slogan.

3. Writing the text of the advertisement

When writing the text of the advertisement, it must be well-founded, concise, focused, lively and interesting.

Advertising text, like advertising slogans, also has many forms of expression, the main ones are:

1. Conversational text

2. Descriptive text

3. Humorous text

4. Certificate text

5. Novel text

Styling design of advertising text

Text plays an important role in advertising design. Compared with graphics, it will be the most direct way to transmit advertising information. Graphics are symbolic and indirect ways of conveying advertising information. We can see advertisements that are entirely composed of text, but we have never seen advertisements that are only composed of graphics.

Styling design of advertising text - font design of advertising text

1. Selection of fonts

1. Attention: Advertising fonts should be able to attract attention Readers' attention.

2. Select fonts according to design requirements: When selecting fonts, you cannot choose fonts just to highlight them. The type, size, weight, traditional and simplified fonts, etc. must comply with the needs of the entire advertising design. When choosing fonts, focus on expressive fonts. In advertising designs that highlight illustrations, the text is in a subordinate and supplementary position, playing the role of setting off the illustrations and strengthening contrast, so it is best to choose a relatively plain or neutral font.

3. Choose fonts based on the theme content: Fonts can make people associate, so when choosing an application, you should pay attention to the content and the meaning that the font contains or symbolizes in shape. Don’t choose old and cumbersome fonts when promoting modern products.

4. Pay attention to the harmony of fonts: There are often two or more fonts coexisting in advertising screens. Therefore, when choosing fonts, you should pay attention to the harmony between different fonts. Under normal circumstances, there should not be too many fonts in an advertisement to avoid creating a confusing feeling.

5. Advertising words need to be standardized: text is an important means of conveying advertising content. If the words used are not standardized, people may misunderstand the content of the advertisement or not understand it at all.

2. The use of fonts

1. The use of printed fonts

All advertising text elements (titles, slogans, text) are suitable for using printed fonts to complete. Among these three elements, the main text must be in print, and the title must also be in print. In some specific cases, in order to meet the needs of the content, other fonts other than print may be appropriately considered for advertising slogans.

If we look at the characteristics of various types of printed fonts, Song font has more traditional characteristics and is suitable for expressing traditional content; Heilong font is the most popular font and can express any advertising content. Variety type and round black type have a strong sense of modernity and are suitable for expressing modern advertising content. The variety style has thicker strokes and is generally only suitable for larger text such as titles, but not suitable for smaller text such as advertising text.

2. The use of decorative text

Decorative text is based on the standards and specifications of printed fonts, plus appropriate artistic processing to make the fonts appear more artistic and beautiful. And vivid, at the same time, in the process of decoration change, the shape of the text can be more consistent with the content of the advertisement. However, because decorative fonts may reduce the readability of the font during the process of decoration change, decorative fonts are mostly used for advertising titles and slogans, but are difficult to use for text in main text. It is worth noting that changes in decorative fonts must be based on printed fonts and must be closely integrated with advertising content.

3. The use of calligraphy fonts

Calligraphy fonts are more artistic and vivid than decorative fonts. Due to the different writing habits, writing methods and writing tools of different ethnic groups, the national character reflected in calligraphy fonts is very obvious. Therefore, calligraphy fonts are also very suitable for some advertising content with special meaning and style. For example, when promoting national culture, local special products, products with national characteristics and traditional advantages, as well as advertisements for culture, art, calligraphy and painting exhibitions, it is extremely appropriate to use calligraphy to express them.

The biggest shortcoming of the use of calligraphy fonts as advertising text is its readability. The way to overcome this problem is to use some highly readable calligraphy fonts or effectively combine them with printed fonts.

4. The combination of words and pictures

For advertisements that are mainly based on graphics, the fonts should be subordinate to the graphics in terms of visual effects and be in a subordinate position. Words and pictures should be interspersed with each other and organically combined into a whole, thereby strengthening the unified visual effect of the advertising screen; if the font is the main advertisement, the font is in a dominant position, and the mission or product image is in a subordinate position, you should pay attention to the font Arrangement and positioning of graphics.

5. The use of contrasting combinations of fonts

The contrasting combination of fonts can produce a stronger advertising effect and be more eye-catching. The comparison of fonts mainly includes: comparison of fonts with different styles, comparison of fonts with different sizes, comparison of fonts with stroke thickness, etc.

In order to pursue the contrasting effect of fonts on the screen, print advertising design sometimes uses fonts with different styles, such as the combination of thick black fonts and beautiful Song fonts, or the combination of flying and flying cursive scripts and standard and neat printed fonts. Appear within one advertising screen at the same time. In this case, we must grasp the degree of contrast and the primary and secondary relationship between the two fonts, and we must not share two different styles of characters equally.

In addition, there is also a bright contrast of text in the advertising composition. The brightness contrast of text can be achieved by using the brightness difference of the text, but it must be matched with the style contrast and size contrast of the fonts. On the other hand, the brightness contrast of the text can also be achieved by the density of the text arrangement.

6. The use of harmonious combinations of fonts

Although contrasting fonts play an important role in advertising text design, harmonious font combinations can also produce a pleasant feeling, as well as Advertising text design must be considered.

On the one hand, it can be an auxiliary means for contrast and combination, and it is also indispensable for controlling the overall effect of the picture. It can also be used as a separate means for some special advertisements.

Harmonious font combinations in advertisements mainly include: font combinations of similar styles, font combinations of the same size, and font combinations of the same brightness.

In advertising screen design, in order to pursue a sense of integrity, font combinations of the same style are usually used, and the contrast changes in text size and brightness are enhanced to make the layers clear and the priorities prominent in the overall harmony.

The harmony of font size and brightness mainly focuses on the processing of some specific elements. For example, in the same title, the same slogan and the same paragraph of text, the size and brightness of the font must be close to harmony in order to Achieve an overall sense of visual communication of the same content.

7. The use of font arrangement and combination

The composition of Chinese paintings emphasizes "tightness and sparseness". In other words, the sparseness and density create a strong contrast between the density and density of the elements in the picture. This rule also applies to the font arrangement of advertisements. Specifically, a "group" type of grouping arrangement should be formed between various types of advertising text. Titles, slogans and text should not be connected together. A certain distance and space should be maintained to form a certain density change. Viewing The priorities are clear and the order is clear. The general situation is that the title and slogan should be sparse, while the arrangement of the text is called dense. In addition, to go further, the arrangement of words within a "group" should also have changes in density, such as the arrangement of the main text, the arrangement of line spacing and text, and the spacing between paragraphs, etc. It is extremely important for easy reading and clear paragraphs. In order to make the advertising screen lively, advertising text (especially title text) is often arranged into various shapes, such as arcs, diagonal lines, vertical lines, etc.

Whether it is the choice of fonts or the use of fonts, the principle of "function first, form second" must be followed. We cannot blindly pursue gorgeous forms of expression and weaken or even lose the function of words to convey information.