The Application Of Female Design Psychology In Visual Design Of Cosmetic Brand

With the development of the times and the progress of science and technology,people's living standard has been obviously improved.The status of women has also been significantly improved.More and more women are paying attention to their needs.Based on the physiological and psychological characteristics of women,pursuing beauty is the eternal theme of women's life.Once upon a time,cosmetics have quietly entered the lives of women and become an indispensable commodity in women's lives.Cosmetic is a product with dual attributes.On the one hand,cosmetics can improve the function of women's beauty,on the other hand,cosmetics also have the function of showing the spiritual level of consumers' personality,taste,and pleasure to consumers.Therefore,on the basis of the concept of cosmetic brand enterprise,the design of cosmetics brand needs to deeply analyze the psychological state and psychological needs of women.It is targeted and creative to carry out brand vision design,guide women's life and aesthetics,and make cosmetic brand visual design more humanized.Women's design psychology belongs to a part of design psychology.It is by observing,studying,and starting from the perspective of the consumer to design products that conform to the consumer psychology,which is the best medium for direct establishment of connections between enterprises and consumers.The designer conveys to consumers the culture and business philosophy of the cosmetics company through the form design,packaging design and brand logo design.It has become one of the most important means of modern commodity production and marketing,and also an important factor to attract consumers.This paper starts with the design psychology of female consumers,and makes an innovative research on the visual identity design of cosmetic brands.The first chapter focuses on the analysis of the visual design of female cosmetics brand.It explains the concept of brand design,the composition of brand design and the characteristics of the visual design of women cosmetics brand.Through the research and analysis of brand visual design,we can help us to better grasp the application of the design psychology in the visual design of female cosmetics brand.The second chapter mainly discusses the concept of design psychology,expatiate on the development and main content of design psychology,design psychology,the characteristics of femalepsychology,and link design psychology with brand design,and find the existing problems in the current female cosmetics.The third chapter analyzes the basic elements and application elements of brand design,and demonstrates that cosmetic design should increase the beauty of the product on the basis of practicality,put forward new suggestions on brand design,study the psychological details of women,and improve the publicity of cosmetics on the basis of Chinese traditional culture.The fourth chapter looks into the prospect of the design of cosmetics.In this chapter,it combines a variety of typical case comparison and analysis.Again,it emphasizes the importance of design psychology in the design of female cosmetics brand,and points out the direction for the future design of female cosmetics brand.