Design Insights

Here's How To Ensure Your Cosmetic Packaging Stands Out

May 12, 2025

Alex Ewing

Estimated reading time: 3 min

Selection of bespoke cosmetic packaging in different tins

In the second part of our cosmetic packaging design guide, we delve into the essential elements of your cosmetic design. This section offers a deeper exploration of various design components and how they can lead to successful sales.

Colours

Colours play a pivotal role in your packaging design. The psychology of colours and how we perceive different shades significantly impacts our purchasing decisions. This applies whether it’s the colour of a cardboard box or a buy button on a website.

When designing cosmetics, the spectrum of choices is vast. Here are some popular options and their benefits:

Black & White:

Most cosmetic brands opt for either black or white as the primary shade of their packaging.

Black exudes power, luxury, sophistication, and elegance. It’s ideal for appealing to a high-end audience eager to invest in premium cosmetic products. Success and fortune are concepts that pair perfectly with black, giving your brand a hard edge and demonstrating industry leadership.
White suits a minimalist design, evoking elegance and sophistication. It can serve as a base layer, providing definition for lighter colours such as blue or pink. Combining black and white creates a classic colour scheme used by countless cosmetic businesses.

Pink or Purple:

Pink and purple are among the most commonly used colours in cosmetic packaging. Why?

Pink conveys love, beauty, romance, and femininity. While the male beauty market is growing, the primary audience remains female. Pastel shades of pink and purple are also seen as calming and peaceful.
Purple suggests wealth, luxury, and royalty. It also adds a sense of mystery, which is useful for new products.

While these are the main colour choices for cosmetics, there are many other possibilities. Blue and green convey serenity and are often used for bath products. Neutral shades or earth tones like brown connect to nature and natural ingredients.

Remember, you can mix these choices with the original colours of your brand identity.

Fonts

With over half a million fonts available, it might be time to move away from the classics. However, be aware that your choice will impact consumer perception.

To convey sophistication and elegance, choose Serif fonts.
To appeal to a male audience, use all caps or bold for a strong, dominant style.

Don’t get carried away. While the right font sends the right message, it can be damaging if it’s difficult to read. Test a few options before settling on the right choice. Consistency across your product line-up will help build customer loyalty.

Patterns

Patterns can help your cosmetics stand out without straying too far from the norm. Options include:

Geometrics
Minimalist
Art deco
Floral
Traditional
Natural
Abstract

The list goes on, and you can combine different patterns to create something unique for your brand. There’s no right or wrong answer with patterns. Work with a designer to create the best look and feel for your brand image and message.

Shape

Your packaging shape is more limited, depending on your product. For instance, perfumes often come in unique shapes, from high heels to small robots, designed to stand out on crowded shelves.

For standard options like moisturisers and makeup, aim for an ergonomic design that’s easy and comfortable to hold. A tactile design can make customers want to pick it up, bringing them one step closer to a purchase.

Material

Your choice of material says a lot about your product and brand. It goes beyond practicality. For instance, metal packaging is perfect for a minimal design, while kraft paper tubes convey nature, sustainability, and high green standards. This is why cardboard is the preferred packaging choice for beauty customers throughout Europe.