3 PACKAGING MUSTS FOR DIGITAL AND PHYSICAL RETAIL
products are yours; even across different
products and product lines, there should
be clear elements that consistently unite
the overall brand image.
Your products’ packaging may follow
a similar color scheme, use the same
distinct font or have a design with a
similar layout. Some brands choose to
have the brand name printed boldly
on packaging for fast recognition, but
subtle cues can be just as effective
when used correctly.
As soon as a potential customer
glances at search result page, social
media feed or shelf of cosmetic
products, they are bombarded by
brand messages and other content,
all competing for attention. For your
loyal base of customers, you want
picking out your products to be
easy—and before being distracted by
Perhaps the most difficult job of
a cosmetic product’s packaging is to
get the consumer to take the product
off the shelf or click through to the
product’s details page. One of the
most effective ways to do this is to
incorporate experiential elements into
In physical retail, experiential
designs encourage consumer
engagement through interactive
design elements such as doors that
open, or clear plastic windowing.
Unique closing mechanisms and
fasteners also serve this purpose, as
do textured surfaces that encourage
tactile engagement. Embedded samples
are another example of experiential
In physical and online retail,
embossing, debossing and other visual
and tactile effects catch the consumer’s
eye and invite them to make contact.
Any packaging design that encourages
consumers to lift it off the shelf or open
a detail page ultimately encourages a
higher rate of purchasing.
Think Outside the Box
The majority of cosmetic products
are packaged in both primary and
secondary packaging. Primary
packaging—typically a bottle, tube,
packet or tray—directly contains
the product itself, while secondary
packaging—most often a box—is the
additional layer that conveys the brand
message while protecting the product
on the shelf or during shipping.
The most common type of
secondary packaging in cosmetics is
the folding carton, which is made of
paperboard or plastic and ships flat
to be folded, assembled and filled.
Breaking away from a traditionally
shaped box can help your products to
be more visible and appealing on the
When a loyal customer approaches a retail shelf or views a search results page, they
should have no trouble immediately distinguishing which products are yours.
In physical and online retail, embossing, debossing and other visual and tactile effects all
catch the consumer’s eye and invite them to make contact.