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The Thought Process Behind Beauty Print and Packaging Design

By: Jonny Rowntree
Posted: February 20, 2014, from the March 2014 issue of GCI Magazine.

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On the other hand, some well-established brands do keep it simple—take Old Spice, for example, and its iconic logo, which is recognizable virtually anywhere.

There also is an evolving selection of products that could be considered unisex, typically featuring a more neutral design.

Progressive Trends

As mentioned earlier, the shift toward a more inclusive market is beginning to gain momentum throughout the world. It’s becoming more than throwing an elaborate logo surrounded by intricate leaves and roses on a bottle that spells out the names of several exotic plants. But in the shift of the typography and design itself, as well as the muted colors, there is a strong sense that the beauty industry is catching on to the idea that the easier a product is to understand, the more likely it is to sell. This also follows the idea of properly labeling products so that people understand exactly what they are consuming.

With similar movements taking place in the food industry, one can hope that the packaging will help to push forward a beauty market that is more open, welcoming and diverse.

Jonny Rowntree is a freelance writer based in England. He works with worldwide digital printing partner Elanders UK.