The beauty industry is all about appearance, from product packaging to application. Businesses in this field know that while aesthetics play a huge role in sales, it’s not just about how a product looks but also how good it makes customers feel.
What if you could use the packaging to show customers how your product would make them feel? There are key elements that shape how shoppers see your product and influence their shopping behaviors.
The Role of Packaging in Beauty Product Marketing
In the competitive cosmetics industry, packaging can make or break the possibility of a sale. Not only is it crucial to hold your products, but it also represents your brand as a “silent salesperson.” It’s the first point of contact that shoppers make with your product and helps them understand what your brand stands for.
The color, texture and shape of your products can significantly impact the impression it makes. It can speak to specific audiences. For example, vibrant and colorful designs may attract younger audiences, while simpler, elegant designs might gain the attention of more mature or high-end clients.
The Influence of Packaging on Online Shopping Behavior
There’s a common misconception that packaging matters less for online customers. While this may be true for other industries, the appearance of each aspect of the product is important for the beauty field. So, how do online users get a feel for what to expect when they buy your item?
Unboxing videos show customers the whole experience your product offers. They are hedonic and emotional and make customers desire the exciting experience of opening the packaging, taking the item out of the box and feeling it in their hands. It’s essential to optimize your product packaging for social media marketing and product photos.
Key Elements That Affect Consumer Packaging
Studies show that packaging design has a significant influence on the intention to purchase and could affect the chances of someone picking up your product. Here are some critical design elements that play into product packaging:
Color Psychology
Color preferences typically depend on age, gender and other demographics, but people also stick to particular color preferences because of an image they may be trying to project. Different colors can evoke varying emotions and feelings among consumers.
It’s essential to know your demographic and understand the type of image they would want to be associated with. Here are the psychological implications behind popular product colors to help you better grasp the image that your packaging may be projecting:
- White: This color represents beauty products that are pure, clean and fresh. It represents purity, innocence and mindfulness. If your target market is individuals looking for clean ingredients, especially in skin care, then using mostly white packaging would be a good move.
- Yellow: This color is a known attention-grabber. It represents optimism, happiness and energy. If your target market is younger or bolder, vibrant yellow packaging would work well. Light yellow shades can also represent a new beginning and freshness, which works well for natural skin care products or those used to brighten appearance.
- Orange: If your product’s main target is impulsive buyers, which is common with items stocked near cash registers, then orange would be an excellent color option. It represents excitement and enthusiasm and acts as a strong call to action.
- Red: Red is arguably one of the most popular colors used in marketing. It invokes a strong sense of passion and love. It also represents beauty and seduction, so many makeup products, especially lipsticks, use hues of red.
- Green: This color represents nature and tranquility. It’s commonly paired with white in skin care products to represent natural, organic and wholesome ingredients. Neon green, on the other hand, can represent new and exciting products that are trendy and cutting-edge.
Material and Texture
The material and texture of the packaging have a profound effect on consumer behavior. They stir excitement and create a tangible experience of your brand before purchasing. By holding and using the product, consumers can derive opinions about its quality and purpose.
With beauty products, you want the packaging to feel luxurious and well-thought-out. Glossy top coats create a pleasant texture, making shoppers associate them with quality and elegance.
Smoothness is associated with beauty, so cosmetic products with unfinished or rough textures may not communicate the applicable image.
Design and Aesthetics
Two prominent design themes stand out when it comes to customer appeal — minimalism and maximalism. Pay attention to your target audience’s preferences and consider the qualities of your product.
For example, if you sell an eye shadow palette with glitter and neon shades, you’ll want to steer toward a maximalist style. However, if your beauty product is an all-natural skin tint, you’ll want to go for minimalist packaging with simple typography and designs.
Size and Shape
Product packaging should make it easy for customers to use and store your goods. The size and shape of beauty products matter for both functional and aesthetic reasons, and they also depend on the product. For example, makeup essentials like powders and lipsticks should be packaged in a way that reflects their size.
Users are more likely to purchase the item if it fits in their bag or desk. Other beauty products, like face washes and creams, may seem more appealing in larger boxes because they give the illusion of offering more of the item.
Another key factor to consider with size and shape is whether the packaging is “Instagrammable.” You’ll find that the most Instagram-worthy beauty products are all the perfect size to take a detailed picture with a smartphone. Stick to shapes like rectangles and squares for a classy and uniform look.
Emotional Connection and Loyalty
It can be challenging to communicate with customers in a highly competitive retail environment. However, there’s an undeniably strong link between consumer behavior and packaging.
Studies show that when shoppers perceive the packaging to be meaningful, they are more likely to be curious about your product. Highly creative packaging that uses emotional design elements can grow interest in your company.
Here are four packaging features you can employ to stir curiosity in your products and company:
- Concise copy: The copy on your product packaging should be to the point. Bulleted lists and diagrams make it easier for shoppers to understand your product at a glance.
- Relevant labels: Use labels like “paraben-free” and “cruelty-free” to immediately communicate your product’s important selling points.
- Storytelling: Tell the story of how your product came about or share more about how your company makes a difference. This tactic creates a meaningful connection with your company.
- Special features: Highlight your product’s unique features, like any awards or uses. For example, you should share whether it’s “long-wear” or has a “glowing” or “mattifying” effect. Keep this messaging at the front of the packaging. Shoppers should be able to see this information before taking your product off the shelf.
The Rise of Sustainable and Eco-Friendly Packaging
There is a growing need for sustainable beauty packaging. Eco-conscious shoppers are turning away from traditional materials like plastic and Styrofoam.
By highlighting that your business uses biodegradable, renewable or recyclable materials, you show customers that your company cares about protecting the environment. It tells them that your establishment invests in packaging that helps them reduce their carbon footprint.
There are many success stories of companies using eco-friendly packaging to strengthen their retail presence while lowering their environmental impact. Paper-based packaging is one of the best options because it’s versatile and renewable.
Get Effective Packaging With Great Northern Packaging
At Great Northern Packaging, all our packaging is corrugated paper-based. Our manufacturing facilities meet the Environmental Protection Agency (EPA), local and state environmental laws. Every step, from packaging creation to distribution and end of life, is sustainable.
We offer cost-effective packaging solutions tailored to appeal to your unique target market. They keep your goods in peak condition during delivery and shipping, encouraging customer engagement and curiosity.
Contact us and let us simplify your packaging process from printing and design to supply chain management.