Browsing through the beauty isle can be an overwhelming experience. With so many beauty products on the market, all competing for attention, it’s important that your product stands out from the rest. When it comes to beauty packaging, there are a few essential design elements that will make all the difference and help your product make its way into consumer’s shopping cart and home. Research conducted by The Benchmarking Co. in 2016, revealed some invaluable information about what consumers, specifically women, look for in a product and what kind of beauty packaging is likely to draw her in.
Simplicity Leads to Sales
The first element they discovered was simplicity. People often don’t want to deal with hard to open packing or deal with hard to operate mechanisms. Whether it’s a complex shampoo pump dispenser or a flimsy lotion dispenser, people want something that’s easy to operate, sturdy and reliable. The packaging industry will commonly use complex detail to add that extra glamor to a product but the truth is simplicity sells. The brand is the first thing people look at and it needs to be clearly defined. The color is the next thing followed by the writing on the packaging, which must be easy to read and include instructions.
The Benefits of Efficient Beauty Packaging
Usability is another very important factor in beauty packaging. A lotion pump dispenser that doesn’t dispense all of the lotion in the bottle is a huge pet peeve for women. In fact, any pump dispenser that doesn’t dispense all of the product in the tube or bottle is a major annoyance for consumers. The product must be packaged in a simple, durable design that works to make beauty care an easy, fast and reliable process for women. If someone purchases a foam pump facial cleanser, it must be easy to open and easy to operate and full use of the contents needs to be assured.
Greenery is the Color of 2017
After the general shape and size of the box or product, the second thing consumers will pay attention to is color. As far as color goes, Pantone has named “Greenery” the 2017 Color of the Year. This is a zesty yellow-green hue that can come in a range of shades. It’s a very popular color for beauty products as it is vivacious, clean and the natural tone denotes health. Pantone called it “a life-affirming shade that is ‘emblematic of the pursuit of personal passions and vitality.’” Greenery ultimately inspires a sense of freshness. It feels organic and natural and, in the world of beauty, this can be exactly what a person is looking for from their beauty routine.
The research is surprising in many ways, as many would expect that consumers want something detailed, fancy and complex, but evidently this just isn’t the case. Clean, simple and reliable seems to be much more popular when it comes to beauty packaging and the color pick of the year by Pantone reflects the same sentiment. People’s lives are fast paced, stressful and complex and we are bombarded more today than ever before by information and design. Beauty routines can be the rituals that bring clarity, order, cleanliness and a fresh start to the day, so keeping it clear, clean and simple seems to be the way to go in order to give consumers the ideal beauty regimen.