Abstract:

With the increasing maturity of the consumer market and the diversification of consumer demands, product packaging has become an important bridge for emotional communication between brands and consumers. For female consumers, the design of cosmetic packaging carries more of their pursuit of beauty and recognition of their self-worth. This article first analyzes the psychological characteristics of female consumers when purchasing cosmetics, including their pursuit of beauty, attention to quality, and demand for personalized and emotional consumption. Secondly, it elaborates on the specific application of emotional design in cosmetic packaging design, including how to convey brand concepts and emotional values through design elements such as color, form, and material, as well as how to design targeted products based on the psychological characteristics of the target consumer group. Finally, based on the current situation of packaging design for women’s daily cosmetics products, it analyzes the shortcomings of emotional design in cosmetics packaging design, which provides new theoretical support and practical guidance for cosmetic packaging design.

Key words: emotional perspective, female sex, daily cosmetics, packing design, application strategy