Abstract:

With the increasing prosperity of the cosmetics market, women, as the core consumer group, have a more significant impact on the aesthetic psychology of cosmetics packaging design. This article first analyzes the aesthetic psychological characteristics of female consumers. Based on the understanding of aesthetic principles such as formal aesthetics, color aesthetics, material aesthetics, and symbolic aesthetics, it is proposed that the aesthetic elements of cosmetic packaging design should be coordinated from multiple dimensions such as visual, tactile, structural, and functional aspects. Based on this, the relationship between women’s aesthetic psychology and cosmetic packaging design has been established, and the interaction between the two has been clarified. And through the analysis of skincare packaging design cases, it is pointed out that there are problems in the current cosmetics packaging design, such as functional and aesthetic imbalance, emotional link discontinuity, serious homogenization, and lagging interaction design. Finally, this article proposes targeted optimization strategies for cosmetic packaging design from the perspective of female aesthetic psychology. It is intended to provide theoretical guidance and practical reference for cosmetic packaging design, promote design innovation, and enhance product market competitiveness.

Key words: female consumers, aesthetic psychology, cosmetics, packing design, integration strategy