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First impressions: Which packaging details matter to beauty consumers—and which don’t PART 1
Aug 27, 2018

1. Size matters…

Of all the details that a consumer could see when she first looks at your brand, the actual design of your box and bottle/tube/jar are still what she notices first (33%), followed by the color of the box/product (24%).

But don’t let these big details cloak the most important issue, which is readability and clarity of the writing on your packaging.  Above all else, consumers must be able to see and read the name of your brand and product easily. Forty percent of women say the most important aspect of secondary packaging (or primary, if your product has no unit carton) is that the name is easy to read, followed by 36% that the box is easy to see on the shelf.

She also values usage instructions so don’t leave them off of either component: 43% of women say it’s very important that directions are on the box.

Interestingly, factors that do not impact her decision to pick-up your product are those that, often, we in the industry tend to think are the most powerful. Decorative accents such as crystals or gems are most important to only 8% of beauty consumers, and only 6% care about boxes made with thick, luxurious paper. 


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