Brands must strategically leverage visual design elements and messaging to build trust, create intrigue and educate potential buyers about their product assortment.
Packaging is the most enduring contact point a customer has with a product and brand. Every customer will interact with your packaging. Therefore, it is essential that the packaging not only protects the product, but also conveys the brand’s essence and value. Your packaging must live comfortably in your customers’ homes and, ideally, it should be something they are proud to display, talk about or share with others.
In our previous article, “3 Keys to Increasing Conversions with First-Time Beauty Buyers,” we explored the three key incentives that inspire a customer to make their first purchase from a brand—trust, intrigue and education, which we have coined the TIE Incentives. A great formulation ensures that a consumer will reorder a product, but the right blend of these incentives in a brand’s marketing program ensures your target audience will feel inspired and confident enough to purchase a product for the first time. In this article, we will focus on how brands can incorporate the TIE Incentives into their packaging design to create a lasting impression with their target audience.
Memorable Visual Design Elements
Because space is often limited on beauty packaging, brands must strategically leverage visual design elements and messaging to build trust, create intrigue and educate potential buyers about their product assortment.
Colors, shapes, symbols, and words are the key tools that create visual impact and communicate the TIE Incentives to customers. In the beauty world, where packaging plays a significant role in creating an emotional connection with consumers, the importance of design is amplified.
For the full article, check out Global Cosmetic Industry's July/August 2023 digital magazine