Research On The Effectiveness Of Female Consumer Psychology To Cosmetics Packing Design

The cosmetics have dual nature, not only has practical function from the product own, but also has spiritual function which reveals the consumer’s image, individuality and so on. As the sales terminal, packaging is the media of communication between enterprise and consumer. Good cosmetic packaging design can both attract consumers and manifest brand connotation. Females are the primary target buying cosmetics. Also, female consumer market is huge and characterized by emotionality. The influencing factors on female consumers vary a lot, including age, occupation, marital status, level of education, culture values, value orientation, life style and personality. Therefore, though it’s hard, analyzing female consumer psychology is of great significance. If we not only want to make female consumers interested in packaging and brand as well as promote the product sales volume, but also pave the way for spreading brand image and culture, we must get a thorough understanding of consumptive psychology of female consumers. This paper aims to explore the effectiveness of female psychology to cosmetics packaging from the perspective of psychological need.