Packaging design is a very broad discipline that covers different sectors and products. Every time we buy a good, of any kind, we choose from a large number of possibilities. Depending on the product and brand, in fact, there are many designs that influence the purchase and are distinguished by shape, material, graphic style, colors and more. Then there are those who give a lot of importance to the information on the back of the pack and care about the transparency with which brands communicate. In any case, perceived quality and aesthetics play a crucial role.
This is especially true in the cosmetics sector where the aesthetic aspect is of strategic importance. Well-designed packaging, however, is not just a matter of appearance: it is a business card that tells the story of the brand, has an impact on consumer choice and differentiates the product on the market.
In this guide, we delve into the role of packaging design, with a focus on its importance in the cosmetics industry, and explore ideal trends and solutions.
What is packaging design?
The term packaging design is used to refer to the production of containers, designed to meet both aesthetic and practical needs. In the past, the sole purpose of the packaging was to contain the product, while today it is essential to carefully choose packaging materials, design graphics to attract attention and, hopefully, position yourself in the mind of the buyer.
This happens because if before people bought supplies and items of all kinds from local artisans and emporiums, with the arrival of large-scale distribution and the internet, competition has increased and with it the assortment. Today, therefore, we find ourselves having to agree on our preference and choose from many products on the market. To do this, we often rely on the first impression: the packaging.
Over time, the packaging has become a real hallmark that helps to distinguish products and is now a strategic marketing and communication tool in all respects. In the cosmetics sector, then, packaging design represents a real extension of the brand, which influences the image and commercial success of the products themselves.
Why is this so important?
Effective packaging is much more than just protective packaging: it is the face of the product and represents a bridge of communication with people. It is much more than just a wrapper because it can make the difference between a brand’s success and failure. Studies show how the aesthetics and functionality of packaging can make an item stand out from the competition and make it memorable in the eyes of consumers. Good packaging, in fact, captures attention, communicates the intrinsic value of the product it contains and helps create a rewarding experience.
Every detail counts when it comes to communicating the value and identity of the brand, because every element can build an emotional connection with those who choose it.
For example, for cosmetic brands, the visual and tactile aspect of the packaging is essential to attract an audience attentive to detail and quality.
In short, people often base their choices on what they see: for example, an attractive design can lead to a more impulsive purchase, while packaging that transparently communicates the benefits of the product can justify a higher price.
Not only that: design, in addition to strengthening the visual identity of the brand, also has the task of providing information on products and making known the certifications concerning that specific consumer good.
Packaging: brand image
Packaging, therefore, is a powerful expression of brand identity. Every aspect of the packaging, from the choice of materials to the graphics, contributes to creating a visual identity that speaks to consumers. It has the task of communicating what the brand promises, as well as protecting the product. As O’Reilly says:
“Packaging design is the connection between shape, structure, materials, colors, images, typography, and regulatory information with auxiliary design elements that make a product suitable for marketing.”
In English they call it product imagery, that is, the use of visual devices to create an imaginary. Determining the elements that contribute to creating the product imagery means designing graphics that bring together:
• Promise on the product contained in the package
• Evocation of a certain atmosphere or specific emotions
• Creation or confirmation of a coherent and solid brand identity
The look and feel of the product
The aesthetic appearance, or look and feel, of the packaging immediately communicates the essence of the brand. For a luxury product, for example, the packaging must convey elegance and refinement, while for an eco-friendly product, natural materials and clean graphics will be privileged. Every detail, such as the choice of finish, the transparency or opacity of the material, contributes to creating a sensory experience that strengthens brand positioning and emotional connection.
Material, shape, and size
The choice of materials and shape is crucial to ensure the protection of the product and to create an attractive visual impact. For example, in the cosmetics industry, glass is often used for fragrances because of its perception of quality and durability, while plastic is preferred for its lightness and versatility. Size also plays a key role: compact travel size bottles or skincare containers convey different messages, adapting to different needs.
Color palette and graphics
Colors and graphics are other key elements in visual branding. In cosmetic packaging design, the choice of a color palette must reflect the values of the product: natural colors for organic lines, minimalist shades for high-end products or bright colors for a young and dynamic audience. The graphics, on the other hand, give personality to the brand: elegant and thin fonts for a sophisticated effect or bolder fonts for an innovative and trendy image.
Sustainability in packaging design
Today, sustainability is no longer an option, it is a necessity. People, with good reason, are increasingly attentive to environmental impact and are looking for brands that adopt lower-impact and recyclable materials. Among the most popular sustainable practices is the use of plant-based inks, the reduction of unnecessary packaging, and the implementation of refill systems. Innovation in this field, however, goes beyond materials and concerns the circular economy holistically the focus is now on sustainable processes at all stages of the product life cycle, from production to disposal. The cosmetics sector can contribute significantly by reducing waste and choosing environmentally friendly materials.
Eco-friendly materials
The use of sustainable materials is the basis of eco-friendly packaging. Among the most popular choices are recycled glass and reusable aluminum. These materials, in addition to respecting the environment, make it possible to communicate a responsible image that is attentive to nature, in line with the expectations of an increasingly aware public. Recycled plastic is also an option, but – unlike glass and aluminum which can be recycled indefinitely without losing quality – it degrades and can only be recovered once before being disposed of in landfills or incinerators.
Reducing the carbon footprint
Sustainable packaging also requires attention to production and distribution. Companies can adopt energy-efficient production processes, reduce the weight of materials to limit emissions during transport and use packaging that facilitates recycling, according to the circular economy paradigm “reduce, reuse, recycle“. These measures not only lower the carbon footprint, but also contribute, of course, to improving the reputation of the brand. The cosmetics sector is also at the forefront of sustainable innovations. New trends include refillable packaging, which reduces waste, and compostable materials. Investing in these solutions means not only offering added value to the people who decide to buy our products, but also adapting to a growing demand for ecological and responsible goods.
Packaging design in the cosmetics sector
Cosmetic packaging has specific peculiarities that make it unique compared to other sectors. Here, the design is a perfect mix of aesthetics, functionality, and brand identity, with a focus on practicality and safety.
Advantages and disadvantages of standard options
Standard packaging is an advantageous choice in terms of costs and production times. For some products, standardized packaging may be ideal because it ensures affordable quality and reduces development time. Standard packaging can be customized with the most varied decoration techniques to take on an ever-new and differentiating look. It may, however, not be suitable for those brands that focus on a distinctive identity.
Benefits of custom packaging
For brands looking to stand out, custom packaging can be a great solution. From the choice of materials to the shape, up to the graphics and screen-printing details, a custom design allows you to create a unique and memorable experience for the customer. This approach offers more flexibility but comes with higher costs and longer production times. However, in the long term, bespoke packaging can be an effective investment for brands that focus on quality, uniqueness and visual impact.
Our tailor-made solutions
At Eurovetrocap, we strongly believe in the importance of responding to the needs of the cosmetics sector. This is why we offer customized packaging solutions that meet people’s expectations and support change, in particular with a concrete and transparent commitment to sustainability.
The eco-design workshop
Our in-house eco-design laboratory is the beating heart of our sustainable initiatives. Here we develop innovative solutions and lower-impact materials that respect the environment, ensuring that each package meets the most advanced ecological standards. This approach allows us to create packaging that not only respects the environment but that maintains the quality and aesthetics required by those who rely on us.
Services
We range from packaging for fragrances, to those for make-up and skincare, up to covering pharmaceutical and travel needs. We also take care of the decoration of the packages, always focusing on customization and using the most advanced decorative technologies such as screen printing, engraving and digital printing. Thanks to these techniques, it is possible to imprint the brand logo, choose unique graphic details and create a packaging that fully reflects the identity of the product.
Our goal is to enhance every aspect of packaging and make it an effective communication tool.
Our custom and standard packaging
Whether you need to create fragrance, make-up, skincare, pharma, home fragrance or travel size packaging, our experience allows us to offer you customized and standard packaging solutions. And we go even further, because we offer the possibility of being able to combine standard items with custom items. The result? “Semi-custom” or “semi-standard” products that guarantee the highest quality of both solutions.
Do you want to create cosmetic packaging tailored to your needs? Contact us to bring your idea to life and turn your vision into reality!
