Design Insights

Make Your Cosmetic Packaging Unmissable on Shop Shelves

12. touko 2025

Alex Ewing

Arvioitu lukuaika: 3 min

In the second instalment of our cosmetic packaging design guide, we delve into the crucial aspects of your cosmetic design. This section provides an in-depth look at various design elements and how they can drive successful sales.

Colours

Colours are fundamental to your packaging design. The psychology behind colours and how we perceive different shades greatly influences our buying decisions. This is true whether it’s the colour of a cardboard box or a purchase button on a website.

When it comes to cosmetics, the range of colour choices is extensive. Here are some popular options and their advantages:

Black & White:

Many cosmetic brands choose either black or white as the primary colour for their packaging.

Black signifies power, luxury, sophistication, and elegance. It’s perfect for targeting a high-end audience willing to invest in premium cosmetic products. Black conveys success and fortune, giving your brand a strong presence and showcasing industry leadership.
White is ideal for a minimalist design, evoking elegance and sophistication. It can serve as a base layer, highlighting lighter colours such as blue or pink. Combining black and white creates a timeless colour scheme used by numerous cosmetic brands.

Pink or Purple:

Pink and purple are among the most frequently used colours in cosmetic packaging. Why?

Pink represents love, beauty, romance, and femininity. While the male beauty market is expanding, the primary audience remains female. Pastel shades of pink and purple are also perceived as calming and peaceful.
Purple suggests wealth, luxury, and royalty. It also adds an element of mystery, which is beneficial for new products.

While these are the main colour choices for cosmetics, there are many other possibilities. Blue and green convey serenity and are often used for bath products. Neutral shades or earth tones like brown connect to nature and natural ingredients.

Remember, you can mix these colours with your brand’s original identity.

Fonts

With over half a million fonts available, it might be time to explore new options. However, be mindful that your choice will impact consumer perception.

To convey sophistication and elegance, choose Serif fonts.
To appeal to a male audience, use all caps or bold for a strong, dominant style.

Don’t overdo it. While the right font sends the right message, it can be detrimental if it’s hard to read. Test a few options before making a final decision. Consistency across your product line-up will help build customer loyalty.

Patterns

Patterns can make your cosmetics stand out without deviating too far from the norm. Options include:

Geometrics
Minimalist
Art deco
Floral
Traditional
Natural
Abstract

The list goes on, and you can combine different patterns to create something unique for your brand. There’s no right or wrong answer with patterns. Collaborate with a designer to create the best look and feel for your brand image and message.

Shape

Your packaging shape is more limited, depending on your product. For instance, perfumes often come in unique shapes, from high heels to small robots, designed to stand out on crowded shelves.

For standard options like moisturisers and makeup, aim for an ergonomic design that’s easy and comfortable to hold. A tactile design can make customers want to pick it up, bringing them one step closer to a purchase.

Material

Your choice of material speaks volumes about your product and brand. It goes beyond practicality. For instance, metal packaging is perfect for a minimal design, while kraft paper tubes convey nature, sustainability, and high green standards. This is why cardboard is the preferred packaging choice for beauty customers throughout Europe.