Abstract:

High-quality cosmetic appearance and packaging design can effectively increase consumers’ brand trust and enhance the sales and brand awareness of cosmetics. Herein, the combination of visual culture with psychological driving factors was integrated into cosmetic appearance and packaging design. The embodiment of visual culture in cosmetic appearance and packaging design was discussed from three aspects, i.e., society, consumption concept and profit space; in addition, the embodiment of psychological driving factors in the visual design of cosmetic appearance and packaging was discussed from the aspects of motivation, and the driving forces from consumer demand, practicality and experience. In view of the research results above, a new strategy of cosmetic packaging design was proposed. As guided by the visual culture design to drive consumer psychology, the visual culture design can be carried out from multiple psychological driving factors to attract consumers’ attention and interest, arouse consumers’ desire for purchase, promote consumers’ purchase behavior and provide new ideas for cosmetic packaging design.

Key words: visual culture, psychological drive, cosmetics, appearance design, packaging design