What is packaging design?

16 Oct

Packaging design is a product’s first language, the element that catches the eye, evokes emotion, and builds trust even before the formula is discovered.

In cosmetics, a perfume cap, a lipstick case, or a cream jar can define the entire experience and the brand’s identity.

This article explores the key dimensions of packaging design, its strategic role in the beauty industry, and how sustainable material choices such as wood or biocomposites are transforming consumer perception.

What is the purpose of packaging design?

The purpose of packaging design is, above all, to give meaning to the product. It is not just a matter of aesthetics: good design attracts attention, facilitates use and enhances perceived value.

In cosmetics, it becomes a strategic tool to:

Instantly attract the consumer’s attention;
Create consistency with brand identity;
Offer a sensory experience that extends that of the product itself;
Convey a commitment, for example, through sustainable materials.

The elements that define successful packaging design

Successful packaging design is the result of a balance between creativity, technique, and strategy.
In beauty, certain elements are essential:

Form: proportions, silhouette, and balance define the first impression;
Material: FSC®-certified wood, cork, or biocomposites convey authenticity and responsibility;
Finishes: varnish, lacquer, engraving, or metallisation transform a cap or jar into a visual signature;
Ergonomics: a smooth gesture, precise closure, or pleasant touch enhances the user experience.

Why packaging design is crucial in cosmetics

In the beauty world, packaging is never neutral. It influences consumer perception even before the formula touches the skin.

Consumer psychology studies show that first impressions are formed in less than seven seconds. During that time, the colour, shape, weight, and texture of the packaging send signals that influence purchasing decisions.

This is known as the halo effect: a single positive detail, such as an elegant, well-finished wooden cap,reflects on the entire product, strengthening the perception of quality and value.

In cosmetics, this mechanism takes several forms:

Perceived value: a jar with an FSC®-certified wooden lid or a refined finish immediately gives the impression of a premium product;
Sense of status: owning a perfume or cream with unique design fulfils the need for differentiation and social recognition;
Emotional engagement: natural materials such as wood or cork create a sensory connection that evokes authenticity and sustainability.

In summary, packaging design acts as a cognitive shortcut. It reassures, seduces, and builds loyalty.

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Sustainable packaging design: a necessity

Today, packaging design can no longer be limited to aesthetics. Regulations such as the taxe éco-emballage in France and the Responsabilité Élargie du Producteur (REP) system require brands to rethink their choices.
Every package placed on the market must now include consideration of its end-of-life: collection, sorting, and recycling.

Designing packaging therefore means thinking about the entire life cycle. From the choice of materials to the ease of separating components, every decision affects not only the environmental impact but also the perceived value of the product.

Concrete solutions already exist:

Refillable systems that extend the container’s use and reduce waste;
Circular design in which components are created to be reused, recycled, or biodegradable;
Certified materials such as FSC® wood, natural cork, or biopolymers that reflect a brand’s sustainable commitment.

Case study: Oriflame Signature

The example of Oriflame perfectly illustrates the importance of well-designed packaging.

The brand wanted packaging capable of reflecting the natural character of its fragrance, completely avoiding the use of plastics, glues or solvents.

mPackting developed a custom wooden frame for the Oriflame Signature collection.

Design: an innovative assembly system, based on specific geometry, allows the two halves to fit perfectly together without any plastic or binding elements;
Certified materials: the wood used is FSC® certified, guaranteeing a responsible and sustainable origin;
Personalisation: the Oriflame logo is laser-engraved on the surface, offering a strong and lasting identity.

The key innovation lies in the post-use experience: once the perfume is finished, the wooden frame can be reused as a photo frame.

This choice enhances perceived value, extends the product’s life, and tangibly reflects the brand’s commitments to sustainability and circularity.

Creating more value through packaging design

Packaging design is a strategic tool that shapes perception, sustainability, and brand identity.

At mPackting, a division of the Minelli Group specialising in premium and sustainable cosmetic packaging, we support brands throughout this process.

Thanks to our expertise in innovative materials (FSC® wood, cork, biocomposites) and our integrated production, we develop solutions that combine design, technical performance, and environmental responsibility.

Contact our team to explore your next sustainable packaging solutions.

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