Symbols in cosmetic packaging design mainly refer to symbols such as brands, graphics, characters, colors, shapes, etc., which are designed to convey product concepts or product information. These symbols not only have the meaning of indicating and representing things, but also have certain Emotional meaning, aesthetic meaning.
1. Brand symbol
The promotion of brand symbols has become an international trend. Brands are symbols that allow consumers to clearly remember product features and reflect certain spiritual values. They mainly use logos, standard characters, and standard colors as design elements to form the image of corporate products. . Brand building is essentially a kind of semiotic engineering, and the purpose of brand symbols is to convey the value embodied by the brand.
Especially the high-end cosmetics of the first-line international brands, the significance of its existence is no longer an ordinary commodity used to protect the skin, but a luxury. Under such a premise, the spiritual value of the brand is even more important. Global cosmetics brands have their own mature brand symbols. For example: Everyone is familiar with Lancome, whose logo is a rose, pink and tender, and every woman is as beautiful as a rose. Estee Lauder, CHANE, etc. have used brand symbols with simple design and corporate personality, which have become the main theme of the corporate brand and run through all levels of corporate image expression.
2. Graphical symbols
Symbolic graphics are gradually adopted in the packaging design of cosmetics, some are used on the packaging of cosmetics to reflect the characteristics of the product; some use some graphic symbols to indicate the main raw materials or ingredients of this cosmetic; The explanation is expressed by graphics, and several coherent graphics are used to express more intuitively and clearly.
3. Text symbols
The text symbols on cosmetic packaging are the basis for consumers to choose cosmetics. The text on the outer packaging of cosmetics mainly includes: trademark, product name, production license number, product use, production date, shelf life, manufacturer name and address, capacity or grams Weight, fragrance type, main raw materials, usage methods, usage precautions and safety warnings, product storage conditions and methods. These text descriptions are generally relatively concise and mainly based on descriptions. Manufacturers make clever business layouts based on the content they want to express, position, distinguish primary and secondary, and arrange in a unified manner in the limited cosmetic packaging space in order to achieve the best results. Effect. The specific method of using the cosmetics is accompanied by a detailed instruction in the packaging box.
4. Color symbols
The packaging of cosmetics is a colorful world. Various brands of cosmetics use different color symbols to express according to the characteristics of their products. Green is a symbol of nature, embodying vitality, sensibility and freshness. Green of various shades is one of the most widely used colors in cosmetic packaging; red is also a commonly used color in cosmetics, especially its combination with black or white; purple, gold, and black are symbols of mystery and noble style Color symbols, these colors are also often used to express high-end cosmetics.
5. Morphological symbols
If we say that in the packaging of cosmetics, brand symbols, color symbols, and graphic symbols are the embodiment of individual symbols of cosmetics, and text symbols are the embodiment of common symbols of cosmetics, then the form symbols of cosmetics should be symbols that coexist with commonality and individuality. The packaging form of cosmetics should consider comprehensive issues such as the function and aesthetics of the packaging, such as: what kind of containers should liquids, agents, powders and other objects be contained in. Specific functional requirements make the form of cosmetic packaging have its commonality. For example, facial cleanser is generally packaged in the same tube as toothpaste; powder cakes and eye shadows are generally packaged in thin boxes; eyebrow pencils, eyeliners, and lip liners are generally pen-shaped. ; face cream, night cream are generally canned and so on. However, the form of cosmetic packaging of each brand has its own personality, which is mainly reflected in the bottle design, especially in the bottle design of perfume. Some of them are mainly small curves, while others adopt special shapes, all kinds. In the packaging of cosmetics, it is necessary to make reasonable use of various symbolic elements to form a unified overall image of the product. It will help promote sales.
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