Package design as a branding tool in the cosmetic industry: consumers' perception vs. reality

The product packaging plays a crucial role in attracting consumers, persuading them to buy the product, and serving as a vehicle for brand communication. Around 73% of purchasing decisions are made at the point of sale. An enhanced appeal and attractiveness of the product make the selection process easier for consumers. Design and marketing are two major areas that are inextricably linked to each other. Good design distinguishes brands and makes products stand out from the crowd, instilling a certain perception in consumers' minds. Brands that meet the criteria for creating a lasting impression may dominate the market on a global scale in reality. The consumer must perceive the quality that the brand has built into the package, which may be accomplished through various design elements. Colour, shape, images, material, and package convenience are all important design elements in cosmetic branding. These elements are combined well together in a design, but there is a lack of a holistic approach in the design elements that are in line with the consumers' perspective. These aspects are highlighted in the review paper, which also looks at the importance of product packaging in cosmetics branding, and tries to highlight a few ways in which brands can minimize the gap between desired brand message and consumer perception about the brand.