Application Of Visual Language In The Package Design Of Men’s Cosmetics

Nowadays, cosmetics are no longer the exclusive domain of women. With the improvement of living standards, men become more and more aware of skin care and accordingly cosmetics for male consumers begin to come into the market, In the terminal sales market, packaging is an effective medium to illustrate product information and brand communication. Package conveys information by visual language, therefore, the visual language consistent with the consuming and aesthetic psychology of male consumers are particularly important.The thesis selects men’s cosmetics packages as the research material, and elaborates it in terms of market, visual language of cosmetic packages as well as consumers.Chapter One Chapter One provides a generalization to the study concerning the research purpose, contents and significance.Chapter Two and Chapter Three first demonstrates the necessity of the visual language possessing masculinity in cosmetic packaging design by generalization and analysis of the men’s cosmetic packages. Then these two parts concludes the ways that packages effectively spread information as brand media and the problems they have led to solve.Chapter Four first analyzes the consumers’psychological demands on packages, and then studies the male consumers’ consuming psychology and its influence on the visual language of men’s cosmetic packages.Chapter Five and Chapter Six comprehensively and systematically illustrates the visual language of men’s cosmetic packages through planimetric visual language, three-dimensional visual language and materials. Finally it draws a conclusion about local men’s cosmetic package, and then makes suggestions for future studies.