The term “decoration” has long been used for the visual aspect of packaging. But MSLK has found that this arcane expression represents everything wrong with the old way of thinking—that design is merely a façade to spice up the package. If a brand views design as only the exterior of their packaging, they’re likely missing out on the deeper connection design has to a brand. Good design can inform the entire process of production—from the formulation, presentation at retail, through to the essence of the brand.
How does one create luxury? Many beauty brands use packaging to convey prestige and add value to their products. A comparison of leaders in the category reveals similar strategies for materials, shapes, color, typography and imagery.
