With 55% of first impressions being determined by what we see, it comes as no surprise that in an industry so largely based on visual products—such as the cosmetics industry —visual appearance is key to branding. It only takes a consumer 50 milliseconds to make a judgement on the visual appeal of a product, illustrating the importance of first impressions in a brand’s ability to attract and retain customers.
Many consumers first interact with a brand through packaging. According to Ipsos, an astounding 72% of American consumers state that product packaging designs influence their purchase decisions. This reveals the importance of eye-catching and on-brand packaging solutions in today's oversaturated market. As a result, product packaging plays a central role in cosmetic branding and ultimately driving sales.
Cosmetic Packaging for Brand Recognition
Packaging provides beauty brands an impactful way to communicate their core values and personality to customers. It can be used to help consumers easily identify a brand’s products from previous sightings. According to a study done by the University of Loyola, using consistent color schemes can greatly boost recall by increasing brand recognition by 80%. With people 81% more likely to recall a brand’s color than its name, strategic choice of color and packaging design is imperative.
One of our customers, Arrae, achieves this through the harmony of designs across their product line. Their minimal yet refined folding carton packaging in feminine neutral pastel tones is paired with subtle foil-stamping touches to reflect their premium and clean formulas.
Similarly, Supergoop! capitalizes on a signature bright yet bold yellow and navy color pairing to ensure their SPF-focused products are easily identifiable on shelves.
For a more monotone design, check out another one of our customers–Palms, who uses die-cuts on a tray and sleeve box as a creative alternative that still allows their packaging to be easily distinguishable.
Research also shows that 40% of shoppers will share unique or branded designs across their social channels, allowing brands to leverage word-of-mouth exposure to grow their reach and gain more attention. With aligned branding across product lines, cosmetic companies can foster greater brand recognition and establish a strong market presence.
Check out our product catalog to explore how we can help bring your unique designs to life!
Cosmetic Packaging as a Persuasive Tool
Cosmetic packaging is significant in influencing customers’ purchasing decisions. One study found that around 73% of purchasing selections are made at the point of sale. An exceptional design makes a product and brand stand out, and can make them a stand out choice for buyers during their decision making process.
Attractive packaging may even trigger impulse buys. Research discovered that aesthetic and appealing packaging stimulated brain regions tied to impulsivity and elicited reward responses. Designing elegant packaging to leverage this reward-seeking behavior may increase customers' receptiveness to a brand’s products.
You may choose to take advantage of strategic embellishments such as foil stamping, embossing, spot UV, as well as different coatings and finishes to further the aesthetic of your products. Explore our range of packaging solutions to see how you can leverage these add-ons to achieve your dream packaging.
Cosmetic Packaging For Preserving Product Quality
Cosmetic packaging must go beyond a luxurious look and feel, but must additionally protect its contents from damage. Custom inserts serve a dual purpose - adding an elegant final touch while cushioning items within. Working with engineering experts to ensure proper insert sizing guarantees safe delivery and maintains product integrity. This attention to detail in product protection can further demonstrate a brand’s meticulousness and create a seamless experience for buyers, therefore establishing a stronger sense of customer trust and satisfaction.
How To Design Cosmetic Packaging
Standing out from competitors requires identifying what uniquely defines your brand and the story you want to share. Consider your goals, target audiences, key selling points, and what you want customers to know about your brand. At PackMojo, we believe that packaging is more than just a box and can be used to tell a brand’s story. With only a split second before a customer moves onto the next product on the shelf, think about how you can effectively communicate to the buyer what makes your brand special. Here are some things you should consider:
1. Elicit Emotional Responses With Colour
Color plays a significant role in shaping first impressions and perceptions of a brand. Since different colors can evoke different emotional responses, looking into color theory can provide valuable insights for strategically aligning designs with your branding. Pastel shades often reflect feelings of gentleness and renewal due to their connection to easter and spring, whereas neutral earthy tones tend to connect with ideas of naturalness and grounding.
2. Leverage Sustainable Materials
With sustainability increasingly becoming a priority for consumers, 55% of US consumers are deeply concerned about the environmental impact of product packaging. Sustainable packaging materials are now well sought out, with 50% of US consumers willing to pay more for them and over 63% claiming that paper packaging appears more attractive, thus making the product seem more premium. Consider leveraging sustainable materials such as kraft packaging which is an eco-friendly solution that doesn't compromise on durability.
3. Make Intentional Typography Choices
Subtle details can also affect lasting impressions. Font choices can alter assumptions a buyer makes about your brand or product. While serif typefaces can communicate values of tradition and establishment through the classic styling, sans serif variations emphasize modern simplicity and clarity. Cursive or script fonts may appear more feminine compared to masculine-looking bolded or all-caps fonts.
4. Experiment With Packaging Add-Ons
With cosmetics, you want your products to look premium. 61% of consumers are more likely to buy a luxury product that comes in premium-looking packaging. Implement finishes or add enhancements to your packaging that enrich dimensionality and tactility. You may consider foil stamping or embossing to heighten the luxurious feel or a soft touch finish to achieve a more upscale look.
The Functions of Cosmetic Packaging
As a consumer's first impression of a brand, a well-designed product packaging acts to capture the fleeting attention of buyers whilst communicating a brand’s core values and personality. A beautifully designed product packaging will resonate with its target demographic, furthering brand loyalty and driving sales. Luxuriously crafted packaging appears to have a higher perceived value, thus making buyers think highly of the product within. This can also help consumers feel that any high price points are well-justified.
In an industry where trust is invaluable, transparency on labels can appeal to consumers seeking reliable partners. Research found that 74% of consumers felt that transparency in product labeling helped them further their trust with a brand. Additionally, 94% of consumers were more likely to be loyal to brands that offer transparency. This highlights the importance of direct and clear messaging on the packaging of cosmetic products in cultivating customer loyalty within the highly competitive market.
Closing Thoughts
Within the beauty industry’s oversaturated market, packaging can prove to be a strategic investment. For cosmetic companies, packaging goes beyond aesthetics and can be leveraged to influence consumer behaviors, shape brand image, and elevate market positioning. By thoughtfully designing cosmetic packaging, brands can empower their products to stand out whilst simultaneously using it as an impactful storytelling tool for their brand’s core values.
We at PackMojo believe that packaging goes beyond “just a print job” and are empowered to help you unlock the benefits of custom packaging to create impactful first impressions and meaningful interactions with your customers. Browse our products here!