Laurie Pressman, VP of Pantone Color Institute04.12.18
In our visual culture, color cosmetics are the epitome of self-expression, and emotions evoked through color cosmetics can range from absolute disgust all the way to pure unadulterated delight. Color choices, combinations and applications create the story for the consumer, and the dynamics of color are a very personal experience, as it easily changes the way you view yourself and how you present yourself to others.
When waking up in the morning many may ask themselves, “How do I feel today? Do I want to feel powerful? Okay then, let’s apply some red lipstick.”
Beyond the obvious impact color cosmetics have on a consumer’s self-worth, color is a pivotal element in the design process. Product color directly influences retail sales and packaging color is integral to consumer engagement.
Think about it this way: Stand in any store aisle or look on any website. What draws you in to look at something further? What piques your interest? What catches your eye? Package structure? Graphic style? Imagery? Distinctive branding? Because color is the first thing we see, it is the color that attracts you first.
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