Abstract:

Most of the cosmetic products in our country imitate foreign brands in packaging and image, so it is difficult to create personalized image. More and more enterprises have realized that besides the quality and price of cosmetics, the design of color emotion has become an indispensable factor in the cosmetics market. Good color emotion can better expand the cosmetics market and bring more users. In order to enhance the visual effect of cosmetic packaging, and stimulate consumer's consumption desire, this paper analyzed the application of color aesthetic law in cosmetic packaging visual performance. In the first chapter, we studied the color aesthetic law and its importance in the visual performance of cosmetic packaging. The main factors influencing the consumers' preference for the color of cosmetic packaging are age, gender and region. Based on the research results and the existing cosmetic packaging, the psychological characteristics and demands of consumers affected by various factors are analyzed. The function of color rules in the visual performance of cosmetic packaging is analyzed. The application of cosmetic packaging color can beautify products, increase product identification and assist consumers to make purchase decisions. Based on the analysis results, the color design scheme of cosmetic packaging visual performance is studied. Through touching color matching, shaping a single classic image molding, alternative colors and functionality, it can achieve cosmetic packaging vision, provide consumers with visual freshness and attract consumers' attention. Color in modern cosmetic packaging design can not only transfer information, decorate and beautify the role, but also be more accurate in the process of conveying information. It can be the smallest cost or low cost to obtain the highest added value. Grasping the psychological characteristics of the consumer groups, and giving consumers the feeling of direct management from the perspective of color, make consumers have more loyalty to the cosmetics brand. It can enhance the brand image and market awareness, promote consumers' consumption desire, and reflect the brand market competitiveness.

Key words: color law, cosmetic packaging, vision, color matching design, consumer