There are few industries that have as much potential for developing loyal, die-hard customers as beauty and cosmetics. Beauty products are a staple in bathrooms around the world; whether one's going for an "I woke up like this" look or an avant-garde "makeup is an art you wear on your face," almost every woman (not to mention tons of men!) uses beauty products on a daily basis.
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This means that if you have a beauty or makeup line, you have the potential for a serious business. But it also means that if you want to grab this business and take it for yourself, you'll need to find a way to cut through the clutter, jump off the shelf at Sephora, and tell your ideal customer, "This is the lipstick for you!" "And the best way to do this is with your packaging.
Your packaging is the first thing consummate beauty shoppers will see. If your packaging catches their attention and speaks to what they're looking for, they'll be more likely to take your product home and try it. If not? It may be collecting dust on a shelf.
But how exactly do you design packaging that makes your ideal customer scream, "I need yesterday's blush?" Fear not, 99designs is here with all the information you need to design packaging that sits on the shelf. and gets your product into your customer's bag (and ultimately on their face).
Stunning cosmetics packaging design from IQDsgn
Premier before development -
Thisisremedy logo for floral chemistry.
Before you start working on your packaging design, there are a few things you'll want to clarify:
Define your ideal client
It's important to know who you're designing for. Who is your ideal client? Are teenage girls as obsessed with glitter as they are with boy bands? Are they women of color who want makeup that (finally) matches their skin tone? Are these men who are masculine but want baby soft skin? And once you know who they are, what are they looking for in a beauty brand? What will catch their attention?
Define your brand personality
Your client's personality is just as important as your personality. What is your brand? Are you dark and edgy (like Urban Decay)? Simple and classic (like Bobby Brown)? Luxurious (like Dior)? Available (like Wet n Wild)? Who you are as a brand and the personality you want to present to your customers will determine what design elements you use in your packaging.
Determine how your ideal customers buy your product
You'll also want to think about how you're going to market your products. Do you sell online or in store? In small boutiques or in large stores? Your design strategy may change depending on where you are targeting your products.
Create a mood board for your brand
Before you start designing, you need to create a mood board for your brand. Bring together images, colors, advertising and whatever you feel represents your brand's personality; they will inspire you throughout the design process.
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If you need some packaging design inspiration, a good place to start is with the latest cosmetics packaging trends. Once you know what's trending at the moment, you can create packaging that focuses on what's important to your customers right now and that speaks to them in the right way.
Remember that you want to choose a design that is both modern and trendy, but timeless and versatile, so your packaging design will last as long as possible.
Here are the cosmetics packaging trends we're seeing everywhere right now:
Intricate line drawings
Cosmetic bottle packaging display layout by Anthony Boyd Graphics
Intricate designs using fine lines and lots of detail are a timeless, beautiful trend for cosmetics packaging. Floral and hand-drawn designs work especially well, either cleverly placed in select areas or covering the entire product. If you're looking for something less feminine but still want something elegant and detailed, a more geometric, clean, and cool painting style may be for you. This trend is perfect for you if your brand pays attention to detail or if you're looking for a subtle yet beautiful way to showcase what's inside your packaging by drawing on the ingredients you use.
Unique custom fonts
The bold font trend we're seeing in graphic design naturally extends to packaging. Unique fonts can add character to your packaging. Typography is the perfect way to express yourself as a brand, and a handwritten font can be just the thing that makes you stand out from the crowd. Whether it brings a retro vibe, a bold statement, or a whimsical style, a unique font is sure to stick in people's minds.
Bright, attractive patterns
With vibrant stripes and wild color combinations, the bold pattern will make your packaging jump off the shelves. Well-placed, eye-catching patterns make your packaging pop and give your brand a confident, youthful image that sets you apart from everyone else. Especially irregular patterns are a recurring trend that can give your packaging a distinct edge. But that doesn't mean your brand has to be young and loud to embrace this trend: abstract patterns can work for any brand if you choose the right colors and shapes.
4. Cool black packaging with a twist
Black and white cosmetic packaging is a timeless trend that we never get tired of. What we are seeing in packaging design nowadays is that white was once the overwhelming choice for cosmetics packaging, but now black dominates monochrome packaging. To add an interesting twist, these designs use subtle patterns and tiny pops of color to attract attention. The packaging, which is mostly black, looks luxurious and has a sense of mystery and cool. Moreover, if you choose a stylish monochrome design, you can be sure that your packaging will never go out of style.
5. Lush florals and warm, earthy colors
A stylishly vintage trend we can't get enough of is makeup packaging infused with warm florals and natural, earthy tones. Although this trend has a feminine and sometimes even sexy vibe, it can also feel warm and comforting. This combination of lush, rich floral illustrations with simple typography results in a classic style that creates an accessible yet luxurious look.
Modern minimalist pastels
Pastels and minimalism are a match made in heaven. While pastels will tone down a minimalist packaging design that looks different, a minimalist and clean design will ensure that your pastel packaging will look modern and grown-up. Play with both concepts to find the right combination for your brand. You can keep it simple and classy by choosing one pastel shade that speaks to your clients and brand, or you can work with a combination of pastels to achieve a playful and dreamy look.
When it comes to cosmetics packaging, anything goes. Dare to be different! Play with a design that speaks to you and expresses the essence of your brand. This is a unique design that stands out from the crowd. Need more inspiration? Check out our article on packaging design trends.
Create the perfect packaging for cosmetics -
Now that you're feeling inspired, it's time to start designing your cosmetics packaging and labels.
Set your brand design standards
The first thing you need to do when designing your packaging is to set up your design elements.
There are a few different elements you should consider:
Style
The first thing you want to consider is the mood and personality you want to bring to your packaging. Are you going for a minimalist vibe in your design? Or do you want to become more stylish and stylish?
Knowing what style you want to go with will help guide the rest of your design and allow you to make packaging decisions that align with your overall design goals.
Blocking your style will also help you identify any additional design elements you should consider. Are you going to feel the pop art? Then you may need some illustrations to guide the design process. Do you incorporate natural elements into your natural cosmetics brand? Then you might want to take some nature photography with you to include in the packaging. The point is, when you know what style you're going for, you know what design elements you'll need to make that style appear in your packaging.
Color
When choosing colors, you want to choose colors that a) match your brand's personality, b) attract customers' attention, and c) stand out from the competition. This last point is especially important in the ultra-competitive world of beauty and cosmetics.
This hand cream combines playful highlights with luxurious classic design elements to create a quirky yet eye-catching brand. Design by Holly M.
The color yellow is not usually associated with mint, but it works because it sets an upbeat mood and is different from other brands of essential oils. Imee008 packaging for Cielune.
Think about choosing your brand's color palette as if you were putting together this season's eyeshadow palette; You want to stay true to your brand while setting yourself apart from your competitors. For example, pink is a wildly popular color in the world of beauty and cosmetics. It's fun, it's feminine, and it just so happens to be a color that's featured heavily in all the gorgeous makeup we put on our faces. But if you choose pink as your packaging color, you may find it difficult to attract the buyer's attention since the shelves of every cosmetic store are already filled with a sea of pink.
We just sent you a free ebook on packaging design.
The most recognizable beauty and beauty brands use color to build their brand. When people think of purple, they think of Urban Decay. The bold black and white is from Make Up Forever. And the reigning queen of pink? Too Facial Cosmetics.
If you want your brand to be as successful, you need to do the same and find a brand color palette that not only jumps off the shelves, but immediately becomes synonymous with your brand.
Fonts
Next are the fonts.
Just like with colors, you want to choose something unique, on-brand, and instantly recognizable to your customers as they scan the shelves.
Urban Decay's All Night Foundation screams edgy and has a font to match. Through urban decay.
Got a brand that's a little on the edgy side? Choose a bold font like Urban Decay.
Too Faced Cosmetics takes femininity to a whole new level with its flirty font. Via Too Faced Cosmetics.
More fun, flirty and feminine? Use a fancy or script font a la Too Faced.
Nothing says sophistication like Chanel... and their modern sans serif font. Via Chanel.
What about purity and complexity? Try a sans serif font for a modern look like Chanel.
Is there any cosmetics more classic than Clinique? Via Clinique.
Are you going in a classic style? Stick to elegant serif fonts like Clinique.
Another thing you'll want to think about when choosing fonts? How it will look on your packaging. You want your fonts to be clear and easy to read, even if they're on a tiny, compact box.
Gather the information you need to include in the packaging
DreamMaster icon design.
Next, you'll want to collect all the information you need to include in your packaging (including information needed for FDA compliance).
Some common things that appear on cosmetics packaging:
- An image showing that your product is cruelty-free
- Expiration date label
- Government warning labels
- Additional images and graphics
- Branded copy
Step-by-step instruction
We cut out a rectangle from paper the size of the book so that our gift is completely covered with paper, and a small part equal to about 1 centimeter remains on top. It’s more convenient to do this using the gift copy itself, so you don’t even need a ruler. We lay the book on the entire sheet, align the edges and make a notch. We cut the paper measured across the width of the book to the full length necessary to wrap it on all sides.
The free centimeter edge will be overlapped and secured with double-sided tape. To do this, glue a piece of adhesive tape to one side of our workpiece at the very edge of the paper. The adhesive tape on the second side does not need to be peeled off along the entire length at once, but only to free a small area from the protective film. After the paper parts are connected, pull the strip protecting the second adhesive side of the tape.
Before final gluing, it is necessary to properly stretch the 2 sides of the paper so that the paper “hugs” the book tightly and there are no unnecessary folds. We consolidate the obtained result.
Now that the books are wrapped in paper, it's time for the ribbons that will connect all the books into one. A combination of ribbons of different thicknesses, colors, and textures will look original. You can intertwine them, it all depends on your desire and imagination. To weave, it is enough to arrange several ribbons in the vertical and horizontal directions, laying them under each other. We connect the ribbons using tape, which will avoid the most difficult step.
Creating a bow or knot is usually a challenge for everyone and rarely goes well. This connection allows you to easily, quickly and, most importantly, very beautifully connect these ribbons without tails.
All that remains is to choose a suitable beautiful accessory and decorate our gift. For example, it could be an elegant bouquet of flowers or a chic satin bow. You can use any small parts of the workpiece. These can be beads or buttons of various sizes, ribbons and threads, knitted or paper parts. Using a collage of personal photographs or notes with congratulations and wishes will give the gift an incredible effect.
Select packaging type -
Now it's time to choose the physical packaging.
Know the three layers
All three layers of packaging for Erthe Pure Skincare designed by MonDesigns.
Just like you started with the primer, then the base, and ending with the finishing powder, when it comes to packaging, you need to think about three different layers: outer packaging, inner packaging, and product packaging.
The outer packaging is the first thing your customers will have to look at to receive your product. This could be the box you use to ship customer orders from your warehouse, or the bag you use to pack your cosmetics in your store.
Inner packaging is what stores your product, like the box your customers open to get their lipstick.
And product packaging is the packaging itself: the container in which your product is stored, be it a lipstick or a foundation bottle.
Common types of packaging in the cosmetic world
With so many types of cosmetic packaging out there, it can be hard to know where to start.
Label design ve_sta for Pure Cosmetics. When it comes to cosmetics and makeup packaging, the sky is the limit. The first thing you should think about when choosing packaging for cosmetics is the “what.” What is the purpose of your packaging? What product are you creating? Obviously, the product packaging that is suitable for a lip gloss will not be the right choice for a body butter, so you want to choose the product packaging that is most suitable for each product.
Some popular cosmetics and cosmetics packaging options include:
- Airless cylinders
- Pumps
- Sprayers
- Banks
- Pipes
- Droppers
- Briquettes
Now, obviously, there are certain packaging standards for different products. Most lipsticks will be stored in a lipstick tube. But don't let that stop you from thinking outside the box! Take lip gloss, for example. It used to be standard to place them in a tube with a stick. And while this is by far still the most common packaging choice, many brands have deviated from the "norm" and gone with other options such as squeeze tubes, jars and twist caps. So don't feel like you have to stick to the boundaries of "standard" packaging!
Once you know what kind of packaging you want, you need to figure out how and where you will get it. There are many cosmetic packaging companies where you can buy packaging at wholesale prices. You can also get customized bottles, boxes, or containers that will make your product stand out on the shelves, but will definitely cost you more than pennies.
Methods for making a gift
The most popular packaging methods are:
- bright cardboard bags the size of a gift bag;
- a cardboard box, inside which the bag is placed, and on top it is decorated with beautiful paper and a bow;
- ready-made bright boxes in which you can simply label your bag;
- wrap the bag with gift paper if the shape of the product allows it.
Original packaging of a small handbag
In order to beautifully pack a bag in gift paper, you should choose the following models:
- clutch;
- bag envelope;
- men's square bag;
- handbag with hard sides.
Soft and bulky bags can also be packed in bright paper, but they should first be carefully folded into a cylinder without damaging the accessory. For such a product, the packaging in the form of a large candy will look original.
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Clutch packaging
On the outside of the gift wrapping you can place a beautiful voluminous bow and a greeting card.
You can also apply the design in the following variations:
- packaging made from newspapers tied with a burlap cord, onto which you can attach a small bright postcard, looks original;
- use white paper on which to write a confession or beautiful poems;
- use aluminum foil, which will certainly attract the attention of others.
New Year's packaging
Choose a focus for your design -
This design focuses on the key differentiating feature of Sahaja Life: it is 100% natural.
Attention is drawn to this copy and all design elements support this message (from colors to iconography). Designed by Shakuro for Sahaja Life. Once you know what type of product packaging you want to move forward with, it's time to think about the design. And the best place to start? Selecting a focal point.
When your customer looks at your product, you have a split second to get your message across before they move on to something else on the shelf. What do you want your customer to know about your product? Whatever it is, it's something that needs to come through your packaging design.
Do you want to create brand awareness and educate your customers about the lipstick or face cream they are wearing? Then you'll want to place your logo front and center. Is there a certain ingredient in your beauty product that you know will wow your customers and make them make a purchase? If so, then this should be the focus of your design.
By focusing on one key element in your packaging design, you ensure that your key message gets across to your customer.
Think about your materials and specialty printing options
Next, select the materials and specialty printing options you will use in/on the packaging.
There are so many options to spice up your packaging. But keep in mind: the more complex your packaging, the higher the budget. Some updates may be necessary depending on your product (for example, if your product is intended to be stored in the shower, you'll want to make sure your labels are coated and waterproof).
Shampoo is stored in the shower, so you better make sure your stickers can handle the heat (and steam!). Design by ve_sta.
Other design options to help you create a specific look. Incorporating things like foil stamping, embossing, metal or ink that give a 3D effect will definitely make your packaging look higher quality, luxurious and fun, but will also add to your cost per packaging.
If you're not sure what options are available or what your budget allows, talk to a designer about the materials and printing options that best suit your brand and budget.
How to pack a gift (video)
How to pack a gift in an original way. Japanese style.
How to properly wrap a gift if you don't have enough wrapping paper
How to make a gift in kimono style
How to decorate a gift beautifully with fabric
Before the New Year, everyone runs around looking for gifts: for parents, loved ones, friends, acquaintances and colleagues. Don't leave them without beautiful packaging. And remember how nice it is to hear the crunch of unwrapped gifts.
We asked Natalya , director of the DODO decor and gift studio store, to wrap the gifts. Natasha has several artistic degrees, thanks to which she learned to experiment and combine a variety of materials. She conducts many master classes, including on packaging, so our heroine is a pro here.
“Each of us is, in one way or another, built into the consumption system—there’s no escape from it. But let everything be beautiful, tasteful and individual – including thanks to hand-made packaging.”
DAILY IN A BOX
How to choose the right designer for your cosmetic packaging -
Product packaging design by Martis Lupus.
There are two common ways to move forward. with your cosmetics packaging design:
DIY
Your first choice, of course, is to do something yourself. While you may be tempted to take on the design yourself in an attempt to keep your budget low, unless you have design experience, we don't recommend it. Your cosmetics packaging design is so important to the success of your business; This is not the place to cut corners.
Hire a designer
Product packaging design CyanTriangle_com.
Another option is to hire a designer to manage the design process for you. There are two good ways to do this: you can hire a freelancer or launch a design competition.
If you want to work directly with a freelancer, you'll need to look for someone with experience in product packaging design (even better if they've specifically worked in the cosmetics industry).
If you want to write one brief and designers from all over the world send you unique ideas, you can run a packaging design competition on 99designs.
How to choose gift paper
The choice of gift paper should also be taken responsibly. Today there are many different designs and color variations. So, for example, for a colleague you can choose paper with a strict design, and for a young fashionista you can pack a bag as a gift with bright wrapping with a beautiful thematic design.
Also popular materials for packaging today are crepe paper and burlap. For a New Year's gift, you can use a white wrapper with snowflakes, wrapping the packaging with velvet ribbon. This will create a simple and, at the same time, elegant image of the gift.
Start designing! —
Example packaging dielines via Design Packaging Inc.
Once you get your designer on board, it's time to start designing! Woohoo!
Once you've vetted your brand identity design with your designer and let them know exactly what you're looking for, you'll want to ask them to create a mock-up of the design. This will give you a specific piece of packaging that you should focus on before finalizing your design.
Once you have your design mockup, you'll want to evaluate your design and see if it's a good fit for your product. When evaluating your layout, ask yourself:
- Does it grab the attention of my ideal client?
- Is it clear what kind of product this is from the package?
- Does the packaging seem accessible/easy to use?
- Will it be different from competitors' packaging?
- What does it look like in 3D? (you can even print out a prototype and build the package to get a better idea of what it will look like IRL)
- Will this design be as relevant in 5 years as it is today?
Once you've finalized your design and your designer has created your packaging materials, you'll need to get the files to send to the printer. You will need:
- A vector file of your packaging materials for each product (usually in .ai or .pdf)
- Pantone or CMYK color codes
Once you have these files, you can send them to your printer, print your packaging design, and get your products out into the world!
Packaging a tote bag made of soft materials
For this design it is better to use thick paper. Initially, you should carefully fold the bag.
The textile product can be rolled into a cylinder and packaged in the form of candy:
- For this design you need to take a rectangular piece of beautiful paper.
- Wrap the bag, placing it in the center of the length of the package and roll it into a cylinder, securing the edges.
- Fold the free edges like candy and tie with a bright ribbon.
- Ceremoniously present a gift.
Gift wrap
