An effective high-end makeup cosmetic packaging design is like a wordless salesman, driving the product into the consumer's mind, both in the consumer's subconscious. The secret to making consumption unforgettable is to find things that appeal to consumers' instincts.

As a packaging design first of all, we must understand the society, the enterprise, the commodity, the market, the consumer, but also have a high ability to master the color, graphics and text, according to the information available to analyze and make accurate packaging design positioning. Generally speaking, the positioning of packaging design is achieved through three aspects: brand positioning, product positioning and consumer positioning.

 First, brand positioning Any commodity has its own brand, and all hope that their brand has a high visibility. Ordinary brands will soon become famous brands after a period of accumulation and careful planning and design. Once it becomes a well-known brand, it will bring great benefits and good reputation to the enterprise. Therefore, a commodity should pay attention to brand positioning at the beginning of its listing. Brand positioning should generally consider three factors.

1, highlight the image color of the product: clear color can give a strong visual impact, so first of all, we should select several fixed colors with characteristics in line with our own product concept to be the color combination and become the image color of the product, and use the image color fixedly at any time to achieve the purpose of clarifying our product and making it easy for consumers to remember.

2, highlight the brand's font image: products should generally have the standard font image design of the brand, in order to clearly highlight the brand's personality. This standard typeface design together with the image color is one of the main performance techniques of brand design. Now with the development of the market economy, in order to have a certain market share in the fierce market competition, so that consumers can recognize at a glance in many brands and are happy to buy products, it is necessary to highlight their brand image.

3, highlight the brand graphics: packaging design will generally design the product's brand graphics, brand graphics is also consistent with the content of the product concept, graphic images can be used figurative graphics or abstract graphics, its connotation must be consistent with the brand. Graphics also need to have the right color, and with the image color with the harmony, together with a promotional image and vivid effect.

Second, product positioning Product positioning is not accurate, even if the brand is big, consumers will not buy, so product positioning is also very important. Product positioning can highlight the characteristics of the product, performance, advantages, uses, effectiveness, grade, etc., is the selling point of the product itself. Products because of the variety, each product has its own unique place, so when the product packaging design, from a variety of considerations.

1, product features positioning: similar products compared with each other are bound to be different, then this difference as a feature. Some product design expression is not clear, consumers are difficult to identify, then consumers in this fast-paced life do not have the patience to carefully select products, so only those packaging design expression clear products are easy to sell.

2, product function positioning: is the efficacy and function of the product clearly told consumers, so that consumers can buy.

3, product origin positioning: different places of origin, the quality of the product is different, some places of origin produce high-quality products, so generally to highlight the characteristics of the origin, because the origin becomes a guarantee of quality, this method must be recognized as a relatively high visibility of the local production of products can be used, to highlight the local characteristics.

4, product grade positioning: according to the functional characteristics of the product itself and the target audience, each product has a grade on the different, so the product packaging design is also different accordingly. For example, the daily necessities packaging design and gift packaging design is obviously different, and the daily necessities themselves and the gifts themselves also have different grades, so the design should carefully analyze and study the relationship between the performance characteristics of the product and the grade, in order to design a consistent design of product grade and packaging grade, to achieve the same appearance. Can not use luxury packaging to hold low-grade products, and can not use low-grade packaging to hold high-grade products, such inappropriate packaging are not conducive to sales.

Third, consumer positioning The target of the product is the consumer, packaging design is to put on a beautiful and suitable coat for the product, therefore, the consumer is the manufacturer and packaging designers together to study the object. Only a clear understanding of the preferences and consumption characteristics of the target consumers and consumer groups, in order to make consumers feel good and close to the product. Consumer groups are very complex, so a variety of factors should be considered. Generally speaking, the following aspects are considered when carrying out packaging design.

1, lifestyle positioning: different cultural backgrounds, different age levels, different occupational characteristics cause different people have different lifestyles, different consumer psychology, consumption characteristics and consumption concepts, different people also have different aesthetic standards and attitudes towards life, fashion, culture, etc., therefore, in the design of all should be recognized to consider and clearly reflect.

2, physiological characteristics positioning: because consumers have different physiological characteristics, so there are different needs for products, so designers should take into account the physiological characteristics of consumers when designing such products packaging.

3, regional positioning: Different regions have different customs and cultural characteristics, and consumers in different regions also have different consumption concepts and aesthetic standards, such as the difference between urban and rural areas, the difference between the mainland and ethnic minority areas, different countries and races, therefore, packaging designers should also take these factors into full consideration when designing packaging, in order to design in a targeted manner. For example, color is a more sensitive design element in different ethnic groups and countries, and when designing, we should analyze and study the preferences and taboos of local consumers, not to use colors that people are forbidden to use, and use more colors that people love.   In short, high-end cosmetics packaging design should master the above knowledge and be able to use it comprehensively and flexibly, and use their own ingenuity to design excellent high-end cosmetics packaging.