化妆品包装设计及其陈列方式的研究

化妆品的包装设计非常具有特殊性,是建立在瓶身个包装以及有限的客观环境下,同时还受到法律法规的约束,无论在版面编排还是结构上都具有其它包装所不能比及的特性。本文着重探讨化妆品的包装设计与视觉陈列应是互相配合的两个部分,两者都是以迎合品牌形象以及消费者心理为原则。人们消费心理的多维性和差异性决定了商品包装和陈列必须有多维的情感诉求才能吸引特定的消费群体产生预期的购买行为。

The Research of Cosmetics Packaging Design and Merchandising Mode

The packaging design of cosmetics is specialty,which established from the bottle packaging and the limited object condition,and also subjects to the restrict of law.It has its unique characteristic that others don’t have in terms of the layout or the structure.This article mainly elaborate on that packaging design and visual display should be two coordinated parts,both follow the principle to meet with the brand image and consumers’ mind.The diversity and differential of people’s purchasing psychology suggests that packaging and display can only attract the specific consumption market into expected purchasing action through a necessary multi-dimensional emotional appeal.