Under the brand strategy of modern cosmetics packaging design principles

The competition of brand globalization era has come, and the importance of brand image, no doubt, it is the totality of consumers' brand awareness, also is the intangible assets of the brand. brand has a certain development in our country, but in the face of international the strong competition pressure, how Chinese cosmetics brand compete with more and more foreign well-known brands, in the compny, cosmetics market place and get a long-term development, finally in the fierce market competition, this is our country cosmetics brand is an urgent need to solve the problem. This paper mainly through the strategic principle, innovative principle, principle of stylized and series four modern cosmetics packaging design principle is discussed. Key words brand strategy; ; Packaging design; Design principle 1 strategic principle of brand strategy is the product of market competition, it is to set up the brand vision and to achieve the goal, the trajectory of generality, instructional design, belong to the category of macroeconomic management. It is the indicator of brand soul, in any activities related to the market, the brand strategy is the basis for the various marketing strategies have a combination of planning as a whole, to enhance the overall strength, it is the leader in the brand strategy and important native rules must be followed. Many well-known brands abroad are in accordance with the strategic this principle, to the development of the situation is good, occupied more than eighty percent market share in China. But at present our country many small and medium-sized cosmetics brands lack of consciousness of brand strategy, the brand is not a general planning. Some small and medium-sized brand like to have it both ways, popularity today collagen, popular hyaluronic acid, tomorrow is often the three months to launch a series of new products, some gambling games to play, not a stable long term plans, is that much more can't to do the brand bigger and stronger. 2 innovative principle xi once said, general secretary & other; Innovation is the first in the development of leading power. ” Innovation performance in every aspect of the development of human society and history. In terms of packaging design, innovation is also the soul of design, is the essence of the design requirements. Innovation in the cosmetics packaging design, can make public individual character, improve the grade, let the consumer feel more humanistic feelings, have a very good appreciation effect of product. Therefore, in the process of the design of the packaging design, designers must innovation as a principle to follow. Innovative principle should pay attention to the following three aspects: the innovation of the design concept, design language of expression of innovation and technology innovation. 2. 1 design concept of innovative design concept and the thinking of innovation refers to the design of the past experience and knowledge innovation, can also be understood as a heritage and development of the traditional model of innovation. Will also have many design of traditional culture and modern perfect combination, demos for vive brand logo design, two sisters was born in 1898 in Shanghai, Shanghai socialite's culture, is a classic, luxury, amorous feelings of China's first high-end crossover fashion cosmetics brand, after 1950 in mainland China production, for two sisters marks listed again combine the Chinese women's unique cultural temperament, is reflected in the images in the 30 s of Shanghai ladies dress up the image of a cheongsam, bun, plus & other; 自1898年以来,“ English and gold lace style appears more rich period flavor. 2. 2 visual design innovative packaging visual design language the language of graphics, color, text three main factors, a good designer will continuously mining to create the best visual design language, to express design concept. When choosing a design element, originality is the place of its vitality, concise or the complication or symbolic, such ability can be one of the most abundant in content to show in the packaging design. Benefit of Christmas gift box, for example, the childlike innocence, lively, and full of humorous atmosphere, let a person cannot help falling in love with. 2. Three technical ways of innovation of science and technology has played a very important role for the development of packaging, provides a strong material base. Such as advanced machine tools for the creation of the packaging technology provides a huge impact, advanced packaging material for cosmetics manufacturer packaging update and improve the played a huge development space and more specific terms, from the invention of the papermaking, printing and development to the birth of photography, to the emergence of the computer network software, with the constant innovation of science and technology, the design of the packing field also got unprecedented development and expansion. Therefore, we should clear to recognize the power of science and technology, to convert the power to packaging design more innovation performance. Principle 3 stylized cosmetics manufacturer packaging style is cosmetic packaging on the whole present a representative of the unique appearance. Is a unique landscape, is to pursue a different, a differentiation and personality. Designers often seek out and dig some national style and cultural characteristics of elements, each element mutual echo and unification, to create unique packaging design, and make it become a unique style.
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