30. August 2023
In this post in our series about The ABC of Packaging We review the many options you have when developing and designing personal care and cosmetic packaging. A product's packaging is a crucial factor in the first encounter between customer and product. The meeting point is also called The First Moment of Truth, and this moment is especially important for the further interest of the customer.We will highlight various possibilities and considerations that should be envisaged when developing the visual elements of a cosmetic packaging.
Packaging is one of several ways in which a product, person or company can brand itself and create an eye catch.Branding is an American term used in the same form in Danish. Directly translated, it means burn marking. This makes good sense, since the dream scenario for the success of a company is to get a top of mind position in the consciousness of the consumer.That is, a product, person or company within a certain area has left its imprint in the consciousness of the consumer.When talking about this particular area, the product, person or company in question will be the first thing that the consumer thinks of. Branding is about creating brand awareness in relation to a given object.Packaging is much more than just a product. It is also a medium between the company and the consumer, and the company's opportunity to convey the message that the product content also presents. Packaging is therefore an extension of the product and a key touchpoint when it comes to expressing brand identity.
While PP plastic has its place in our industrial landscape, it's crucial to consider its environmental impact. As highlighted by the Danish Environmental Agency A. However, this is where your company's contribution comes into play in shaping a sustainable future. Our team of experts has dedicated time and resources to develop packaging solutions that minimize the environmental footprint of PP plastic.
An important visual element of a packaging design is the color component. Studies show that approximately 90% of all consumers make purchases based on the color of a product or packaging. In other words, the choice of color can either help lead a customer towards or away from your product — and of course we want to help customers towards your product! That's why we've gathered inspiration and color-theoretical inputs so you know which color choices and combinations are right for your product and business.Based on J.W. Goethe's color theory and circle, the basic rule states that if you start from the same basic color and vary between saturation and temperature, the colors will automatically match up.In the color circle, each color can “well” like” to be with his neighbors, since they start from the same basic color. The basic colors form analogous colors. Analogous colors always make up three and will always be in harmony. But opposites, as you know, are also attracted to each other. That is, the colors directly opposite each other also fit well together. These pairs form complementary-contrasts. When working with the choice of color themes, there are several different compositions, which are based on the color circle. These color combinations can be an inspiration or help for compositions that are guaranteed to be in harmony:
When materials are dyed, colors called pantone colors are used. Pantone is a color provider in the category of spot colors, which are ready-mixed colors — as opposed to CMYK. Pantone colors each have their own personal pantone code, which is applied to obtain the exact color. In this way, you can print color tones that cannot be achieved by CMYK blends, including metallic colors and neon colors. Metallic colors can help give an exclusive and high-end look. Conversely, neon colors are flashy colors that create attention.
When packaging materials need to be dyed, there are two options: tinting or surface staining. When dyeing plastic materials, a chemical substance is added to the clear liquid plastic form, which gives the plastic material an arbitrary color throughout. It has the advantage that the wear of the material will not be as evident as with surface staining. In surface dyeing, the material is dyed after the casting process. Therefore, there is only one layer on the surface, which does not tolerate abrasion. Therefore, staining is also more common because the color life of the material becomes longer.
Some of the things to keep in mind is that the coloring of plastic materials can vary when using recycled materials, such as Recycled Plastic and Ocean Waste Plastic.This can because these materials are made of different types of plastics and different types of previously used materials. It is not necessarily important, but it can have a meaning that can be kept in mind when entering the design and development process.Throughout the ages, each color has acquired different meanings and values, depending on the context in which we experience them. You can use colors of special importance to support your company's message and give your packaging the right expression:RED is stimulating and is associated with danger, excitement and energy. But is also known to be the color of love, filled with passion — the heart rate increases when we look and experience the color red.ORANGE is creative and adventurous. It is an uplifting color that is said to be implemented in everyone's everyday life in one way or another, because it greatly contributes to a positive outlook on life.YELLOW is optimistic, and is actually also the brightest color that the human eye can see. It is a happy and playful color that also symbolizes optimism. This color is seen in several freight companies and is also used during learning because it resonates with the left (logical) hemisphere of the brain, where it stimulates our mentality and perception capacity.GREEN is a natural color and often symbolizes sustainability. But can also mean health, peace or wealth. It is also the color of hope, which is why this color is typically used for logos or projects with environmental and future-oriented purposes.BLUE is believable and reassuring, and symbolizes stability in particular. Therefore, this color is often seen used in the insurance and banking sectors; it is about winning the trust of the customer.PURPLE is majestic and royal. The color can also be mystical or spiritual, which is why the color often helps those who seek meaning in life or spiritual gratification. For the same reason, several philosophers are attracted to the color purple. The color also represents the future, imagination and dreams, and it inspires and enhances psychic abilities.BROWN is an honest and earthy color, which is often used for organic products. It is a practical color and often indicates common sense. It provides reassurance and often stays in the background, letting the remaining colors shine.WHITE is pure and symbolizes simplicity and innocence. Therefore, it typically appears in medical contexts: hospitals, medical devices, pharmacies — white is neutral, pure and almost heavenly. It is often the indication of a new beginning, and although white does not stimulate the senses, it still paves the way for the creation of something the mind can imagine.BLACK is both sophisticated and elegant. At the same time, it is formal and luxurious, but also symbolizes negativity and the unknown. Black is a very powerful color and can have a strong impact in combination with other colors. Stylish, formal clothing is often black, e.g. the classic suit or “little black dress”. In color psychology, black symbolizes power and control and can often prevent two-way communication due to the dominant radiance of color.RAINBOW-COLOR/MULTI-COLORED is open-minded or unifying and celebrates diversity. Multi-color is used universally for the Pride flag and during Pride week.In addition to the color selection, a decision must also be taken on the typography.In the upcoming post in the series Emballagens ABC, we will focus on the typography and share knowledge and inspiration for choosing the style for your packaging.
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