Abstract:

In recent years, more and more consumers are pursuing personalized products, hoping to have unique items. The visual design of cosmetic packaging is an important link in cosmetics marketing and production, and it is an important factor to enhance consumers’ desire to purchase and obtain higher benefits. In order to enhance the visual effect of cosmetic packaging and enhance consumers’ desire to purchase, cosmetic packaging based on simple aesthetic elements is proposed visual design. The acceleration of the current pace of life makes people pursue a more natural and simple design style, and the simple aesthetic elements start a new trend of aesthetics that replace “existence” with “nothing”. It expresses the visual simplicity and aesthetic elements of cosmetic packaging-colors, shapes and graphics in a simple, clear and regular way. Analyzing the definition and performance of simple aesthetic elements, it can be seen that simple aesthetic elements can be embodied by the combination relationship and order of visual design elements, which can be understood as the coordination of visual design elements under the simple aesthetic elements; therefore, from the unity and change of form, contrast and harmony, proceeding from the three aspects of organization and dynamics, the coordination of colors, shapes and graphics in the visual design of cosmetic packaging under the simple aesthetic elements is realized. Analyzing the application of simple aesthetic elements, comprehensive case analysis shows that the use of simple graphics in the visual design of cosmetics packaging is diverse, and different colors also have different meanings. As another main form of disseminating visual language to the outside world, color affects people. The emotions of people have a greater impact, but the ultimate goal is to coordinate the content of the layout, enhance the visual effect, and attract the attention of consumers. Finally, the purpose of using simple aesthetic elements to enhance the visual effect of cosmetic packaging is realized.

Key words: simplicity, aesthetic elements, cosmetics, packaging, visual design, coordination