Abstract:

With the improvement of economic level, people’s living standards are also improving. Contemporary women begin to pursue spiritual satisfaction while meeting material needs. Women begin to pay more attention to their own skin management, and their demand for cosmetics also increases greatly. While pursuing the effect of cosmetics, contemporary women pay more attention to the sense of design of cosmetic packaging. Better outer packaging design can improve the product image of cosmetics. Therefore, the upgrading of cosmetic packaging design can improve the sales volume of cosmetics to a certain extent. Aiming at this phenomenon, this paper studied the application of graphic creative elements in the visual image design of cosmetic packaging. The application of graphic creative elements in cosmetics packaging is mainly to enhance and highlight the image of cosmetics. On this basis, this paper analyzes the current consumers’ psychology of purchasing cosmetics and the classification of graphic creative elements. The design usually includes lines, surfaces and three-dimensional space. After knowing the category of graphic creative elements, the application of graphic creative elements is studied. The design strategy includes graphic isomorphism, positive and negative graphics, variation and shadow, and in-depth analysis of the classification of graphic creative elements. An in-depth analysis of the strategy and application of graphic creative elements in packaging at this stage is made. Through these strategies, we can achieve a good visual image design effect on cosmetics packaging, make the visual communication effect of cosmetics more intuitive, stimulate consumers to generate the desire to buy the cosmetics, combine the artistic ideas that the brand wants to express, convey more accurate information to consumers, jump out of the restrictions of words, bring good visual experience effect and shopping experience to consumers, highlight the connotation and artistic value of cosmetics, improve the visual effect and artistic effect of cosmetics packaging, reflect high aesthetic art, and finally achieve the purpose of attracting consumers.

Key words: graphic creative elements, cosmetic packaging, visual image design, graph isomorphism, positive and negative graphics, different variation shadow