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Development.

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Evaluation.

The specialism that I chose to pursue for this project ‘in motion’ was the theme of makeup, within this I was going to explore the packaging aspect along with the campaign and website design for an existing product that I was going to redesign. The reason why I chose this specialism with the freedom of choice that I was given was because I was interested in the design aspect of how a product is presented to potential customers and what makes a customer purchase the product. I also like how aesthetic the design of these brands packaging looks and the colour choices that they choose. The main reason why I chose this discipline is because I believed that I could use the ‘in motion’ factors to the best of my ability, enabling me to improve on my existing skills such as using Adobe Illustrator focusing on specific tools such as the pen tool whilst improving on my Adobe Photoshop skills focusing on the website and campaign aspect in order to present an effective piece of work including models that I have cut out using the lasso tool. With these previous skills and new skills I intend to create a packaging design using Adobe illustrator and a website and campaign page using Adobe photoshop.

Throughout this project I carried out both primary and secondary research. For primary research I took a trip to London to look specifically at different makeup products from foundation to lipsticks to get an overall indication of what different brands and company’s do to their products packaging in order to catch the eye of their target audience and their potential customers. Whilst walking around London I went into lots of shops such as John Lewis and Debenhams who sell well-known makeup products in their stores. When looking at all of the different products on display, it was said to differentiate the high end makeup products from the mid-low end products. This all depended on what was on the packaging of the product. For example, mid-low end makeup brands such as NYX have images of their actual product on their packaging whereas high end brands such as YSL keep their packaging design very minimalistic and professional.

The secondary research that I carried out was on different design artists, makeup brand owners and design agencies. All this research enabled me to effectively present together lots of my ideas through looking at existing ideas and how other companies have experienced their development with design agencies. I was able to visualise the step-by-step process that took place in order to create a packaging design following their process to ensure that the design was as effective as possible. From the design artists I was able to look at different patterns, styles, textures and colours which enabled me to choose an appropriate colour scheme for my target audience.

The best experimentation that I was able to do with this project was experimenting with layout, composition and colours, that helped me to create my final outcome. I was able to take each aspect to do with the concept behind packaging design and experiment what outcomes come out better than others. For example I tied different designs and patterns that I had created which I then put together with the composition of the type that I was going to use, then I rearranged all of these elements until I had the perfect design, making sure that the colour scheme that I chose matched with the type colour. New skills that I have developed throughout this project was from using Adobe Photoshop focusing completely on the lasso tool which enables you to cut out images. With this new tool I was able to take existing images and cut out parts of the image that I needed then put them together to make the look like they were all part of the image. Elements that I could potentially develop further would be my Photoshop skills specifically the brightness of the image could have changed the intensity level of this to improve my image.

I thought that I was successful in this project as I was able to take a new project and learn new skills that would help, improve and develop my final piece. The only problem that I encountered when it came to my final piece was that I didn't have time to incorporate the 3D elect of embossing to my packaging design.  was only able to create a digital version so if I had longer time I would definitely present a 3D packaging for a lipstick which had the texture of embossing. Another problem that I encountered was secondary research on existing pattern designers because many designers were from back then so their designs were up to date or modern enough, so I struggle finding modern patterns that I could use.

I managed to plan a timetable for this project which enabled me to stay focused and on track so that I didn’t fall behind in any of my work. Week 1 consisted of research on current makeup brands and creating mood boards on different packaging designs for makeup products. Week 2 consisted of primary and secondary research where I was able to develop an idea based on this research. Week 3 consisted of putting all of this together to develop a design and idea for my chosen packaging design for the correct target audience. Week 4 consisted of putting this design together making sure that it was efficient and effective and meant the target audience and the eye of potential customers.

From the feedback that I received after presenting my ideas to my peers I was told that I need to focus on different design agencies which I went and looked thoroughly into. I was also asked to produce more visual elements and images of my designs and mood boards that I formed in order to produce better sketches. I benefited from this as I was able to visually see what improvement I could make to my design.

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Step 1.

Choose my packaging design.

Step 2.

Pick what colour. I have chosen a dark red colour because it's a warm welcoming and inviting colour.

Step 3.

Colour the whole of the packaging in this colour.

Step 4.

Choose the logo name/ brand and what colour. I have chosen to redesign MACs lipstick so I have chosen MAC type in the colour white to differentiate it with its existing logo and because I believe that it looks better on a coloured background. Through trying different layouts and compositions I found that the MAC logo looked better positioned at the top of the packaging as if customers read the packaging from top to bottom.

Step 5.

This lipstick is aimed at 30-50 year olds so I had to choose a pattern according to this. The pattern that I found which fits the target audience is a star-like effect.

I achieved this effect by using the flare tool found in the shape section. I simply clicked on the design, held the position and dragged with my mouse then released it to create this look.

Step 6.

After I had my pattern for my design I then started trying type and different fonts and colours that would look sophisticated and professional on the packaging. I knew the style of font that I wanted as I wanted the word ‘Lipstick’ to stand out so I chose a bold sans serif font to make the type stand out. I then tried different colours but found that whote suited the design better than black and also complimented the MAC logo. When it comes to the composition of the work ‘lipstick’ I chose to rotate the logo -90 degrees anti-clockwise so that word went up the side of the packaging.

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Embossing design.

Embossing is simply raising the surface of your design so that it has some depth. It’s a great technique that stimulates the senses turning the packaging into something that not only looks good but feels good too. Embossing looks professional and more luxurious.

The reason as to why I have chosen to create a design for my packaging that is embossed is because not only does it stand out and act as a 3D object but there's also a texture that acts as a sensory. An embossed effect when placed on the same coloured background brings the design together, because it doesn't necessarily look thick and bulky but looks like its been indented. The embossed effect also looks more high class even though MAC itself is an affordable brand.

Embossing artist: Albert Gilles.

Albert Gilles, was born in Paris in 1895. He was, at the age of 11, introduced to the art of Repoussé which meant metal embossing where he very quickly formed a passion. I came across this artist when I was researching embossing for my packaging design and was intrigued by the work that he has created. Although Gilles works on metal, it is basically the same concept just on paper. His work has definitely been inspiring as to how he has taken a flat object and effectively created a 3D effect simply by embossing. By creating an embossed effect digitally I believe that it will be a nice edition for loyal MAC customers.

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This is one of the designs for the lipstick product which will be sitting inside. Generally lipsticks come in tubed packages because they protect the product from potential damage. If I was to go down a different route to make the products packaging unique this would be one of the alternatives, having the same width box which would open up to reveal the product.

This is the typical packaging for lipstick because it holds the product well without damaging it.

This could potentially be the packaging for the product. I like how different this packaging looks to your typical box. This could be effective as it holds the same shape as the product. To me this packaging looks more luxurious than just a box.

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Feedback, first crit.

From the first crit group chat that I had with my peers I had to discuss with everyone my ideas and what I was aiming to do by presenting them with an initial mood board. On the mood board I included images to do with makeup and colour schemes such as pink and nude colours, websites and campaigns to do with beauty and cosmetics in general, looking at the packaging design of these products.

The feedback that I received from this was to look at design agencies that create packaging designs to get a further depth of field on how they do this as it would help me with my process for designing a design. My colour pallete was very ‘feminine’ because I was using pink colours so I was told to look at making the design not sexist so look at blue colours as well as nude colours.

This helped me to plan my work effectively to know what I was going to do for the first two weeks and what elements I needed to experiment with, look into detail at and change.

Second group crit.

After pitching my concepts to the group of what I have achieved so far I received back both strengths and weaknesses. Taking into consideration what other peers have said about my work that needs to be improved I had gone away and changed. One of my weaknesses was that I had not provided enough evidence to show how the design layout of my packaging came about and how I need to present more sketches of my ideas and explain how these have evolved. I have used this feedback which has helped me as I have drawn different layouts and sketches to show how my idea came about, this enabled my idea to evolve as things that didn't look right I was able to change, developing my ideas further.

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30- 50 year old limited edition makeup packaging.

For this generation of makeup lovers I am going to redesign M.A.Cs makeup packaging, creating a limited edition collection. My ideas first began developing when I was searching into famous “beautiful women” and “makeup influencers” back then. I also started looking at the years back then and what was important and stuck out from that year ie the 60s and 70s looking at the style and art movements that they had back then. M.A.C itself as a brand is a very affordable brand so I want my packaging to resonate with the target audience, still looking professional with clean. From research that I have carried out I found that more women aged 30 and over shop for beauty products such as makeup in stores rather than online because they like the experience and learning about the makeup when talking to employees, who are able to tell them alot about the brand and what product is better and why it is a good value of money. Due to the fact that this packaging design will be sold in stores it has to be something that will catch the eye of the consumer, something that interests them to walk into the store and look at the product. Therefore the packaging design has to be aesthetically pleasing, eye catching and bright.

Here I have created a mood board, where I have put together images, colours, advertisement ads and anything else that I have seen that I feel will embody the brand and the brand's personality. Everything on the mood board will help me to give me inspiration through my designing process. The reason why I have chosen some of these images on my mood board is because they all resonate with what I am trying to design. These are images that will help me to relate to the target audience and the brand.

Starting with the design for the 30-50 year olds, I have researched into what this age group like in the sense of patterns and style. Looking into pattern design for this target audience I found that most women like floral patterns typically fine line floral patterns. Intricate drawings using fine lines is a beautiful trend for makeup packaging whether it be all over the packaging or just in sections.

The main purpose of this packaging design for me is to make the packaging as feminie as possible because many women between the ages of 30 and 50 feel pressured when it comes to purchasing makeup products because most products are aimed at younger women. 

After developing my design I come to the conclusion that having a simple pattern will be more effective and easy on the eye.

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Packaging design for 15-30 year olds.

As part of this project I will be redesigning to new packaging designs for M.A.C cosmetics. I will be designing the packaging for lipstick and lipgloss. For the women aged between 30 and 50 I will be designing an effective design for a matte lipstick product and for the women aged between 15 and 30 I will be designing the packaging for a lip gloss product.

The reason as to why I am designing two different packages is because statistics say that younger women typically buy more lip gloss than they do lipstick. Due to MAC being known for its fabulous formulated lipstick and their target audience for this product being much younger, I want to create a packaging that will invite older women (the right target audience) to purchase the product, where I beleive MAC have the potential of producing more money because they will be aiming their products at the correct target audience.

This is going to be an exclusive, limited edition packaging. The reason for this is because MAC are known for bringing out lots of collections throughout the year so I believe that bringing out a limited edition packaging range for their loyal customers will help sales.

What I am hoping to do with this lip gloss packaging is keep it as simple as possible. For the design I have decided to create an embossed effect digitally on the packaging for the lip gloss as MAC is an affordable brand but with this effect I will be able to make the product come across as luxurious. Using different coloured backgrounds for the shade ranges of lipstick.

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What I am doing.

For this project I have decided to redesign a makeup products packaging and a website homepage for customers that prefer shopping online rather than in stores. From finding out research and searching into the target audience of makeup I discovered that makeup purchased online is mainly from young women whereas makeup products purchased in stores is usually brought from older women.

The brand that I have decided to redesign for the packaging of their product is M.A.C. The reason why I have chosen to redesign the packaging for M.A.C. is because I feel like they have the means to produce more money if they look into depth into their target audience. The products packaging that I have decided to redesign is their lipstick packaging. This is because when I was researching the makeup industry and M.A.C. I realised that M.A.C. 's target audience is for younger women whereas for lipsticks purchased by women, 69% of older women purchase lipsticks.

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Word proposal.

The theme of my project makeup, I will be exploring this through my use of Adobe Illustrator and Photoshop. I will select an existing makeup brand that has a packaging line for their products. I'm thinking of redesigning a brands packaging such as M.A.C. for a potential seasonal collection. I plan on making the packaging look more appealing to the target audience, looking at the visual elements of packaging, further improving their design whilst adding in new patterns. Within this I will be exploring different beauty brands and competitors of each-other; high end, mid range and low end makeup brands such as Charlotte Tilbury, Nars, Estee Lauder, YSL, e.l.f. and Max Factor, looking further into the target audience and what age group typically purchases makeup in stores. I will also be looking further in depth at who the market leaders are and their major competitors.

The research that I will be carrying out for the project will be both primary and secondary research. The secondary research that I will be carrying out will be the research of different  beauty brands and looking at different designers that have designed logos and packaging for these brands. I will also be looking into pattern designers such as Sir Eduardo Paolozzi and Lucienne Day. The primary research that I will be carrying out for this project will be a trip to London. I am going to London to take photos of different successful makeup brands which will help me to discover what makes these brands successful and why consumers buy these brands. I will also be looking at who enters the store whether it be young women or older women. From the research that I gather I will then put across different mood boards which will help me to develop a design for the packaging of a makeup product.

To ensure that I am keeping up to date with this project I will make sure that all of my research will be done by next week. I will set myself regular targets to make sure that I accomplish all of my blog posts so that I don’t fall behind schedule. This will help me to be more successful in my project as I will be able to keep up to date with my work. I will definitely make sure that I reflect back on the work that I had done for the week so I can improve or change my plan if I need to.

The skills that I have developed so far are all to do with Adobe Illustrator using tools such as the pen tool in order to draw around my image but I'd still like to further develop my Illustrator skills to be able to design a pattern that I could then incorporate this into the packaging from scratch. I want to be able to further develop my Photoshop skills, to be able to add a pattern to a 3D packaging design.

The research sources that I will use will include; to research relevant artists and art exhibitions to get inspiration from different designers. I will also use sources such as the internet and magazines to gather further research.

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MSLK have helped a beauty brand called ‘veteran April Peck’ to design the packaging of their product as they were looking at starting a new line of hair care which is designed to combat six types of hair breakage.

What design agency dois they receive a brief and information from the brand about their product and what design they are aiming for and if there are any hidden messages within the product. Employees of the agency then set up a strategy workshop where they brainstorm their ideas with the owner of the company. The employees will also listen to the owner and their previous life to see if there is anything that resonates to create her own brand for example April’s commitment to suicide prevention, enabled the company to create a brand name that would “save” consumers hair.

Design process

From the packaging side of things this company wanted the best satisfaction for its customers so they wanted to incorporate a ‘zip strip’ as it enabled the best experience for potential customers as it was a firm favourite because it is exciting to unbox a bow with a different twist. Instead of just opening the box the customer would get to open it themselves. Employers of this company already envisioned a box that enables potential customers to open the packaging by a pull strip that tore to reveal the product.

When it comes to the retail side of any production colour scheme is already important because the appropriate colour scheme attract and illures potential customers in and also helps the brand to stand out especially when it comes to the background and the type if they are the same colour you won't be able to see anything and if they don't match or go well together it won't look aesthetic. Black packaging with the lifestyle inspired photography is unique in the environmental retail industry.

“MSLK is a top notch design agency who aims to understand what your dream of your brand becoming and provides the impactful, thoughtful design to succeed”.

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When looking at different makeup brands and their campaigns I come across a campaign designed by THG/ studios for Clinique who are a makeup cosmetics brand.

Clinique's even better campaign was a campaign to emphasize how the the brands No.1 foundation improves skin with every application. But the brand wanted to go deeper into the campaign capturing the way that the product makes people feel and how these benefits benefited real humans, showing that this brand is like no other.

Clinique told the design studio what they were aiming for in their campaign. From research that they carried out they found out that clinique improves skin everytime that it is worn, so THG/ studios took that concept and built a digital and social campaign based on the idea that this product always improves skin.  

THG/ studios ran constant filming and photography studios at the same time to capture actual stories from super fans and influencers that use and promote their brand. This whole exercise was so that the studio could capture them as they were sharing their experiences of their overall transformations from using the brand.

The way in which the studio was able to collect these images and create a campaign was by having a two da photoshoot, where they were able to produce both photograph and videos in a variety of different formats.

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Primary research.

For my primary research, I decided to take a trip up to London to look around at all of the makeup displays, products and packaging. When walking around I went into retail stores such as debenhams and john lewis where lots of these products are sold. On the mood board above are some of the products that were in these stores. I have a range of different products from primers to foundation to lipsticks all of which have different price ranges. For Example YSLs lipstick is £28, whereas the MAC lipstick is £17.50. This research enabled me to look into the different target audiences that the brands sell their items at and what their packaging for their products looks like and how they all vary. Generally cheaper makeup products have an image of the actual product inside on the packaging where more expensive products are more abstract and luxurious. The difference between target audiences is also important because brands like two faced who are aimed at younger women have more information and an interesting packaging for their product whereas products for older women such as Estee Lauder have simple yet effective packaging specifically darker colours such as black and royal blue. From the research that I gathered the packaging of the product depends on the item that they are selling. Whilst doing all of this research and looking into depth at different makeup brands I knew what makeup product I wanted to redesign the packaging for and that was for lipstick. The reason as to why I wanted to recreate the packaging for lipstick is because lipstick comes in lots of different colours, so I would be able to colour match the shade of the product with the packaging. Not only this but lipstick because of the bright colours can be made to look esthetic and interesting whereas the packaging for foundation is simple and dull.

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Makeup website homepage.

This is the website homepage for Charlotte Tilbury. Charlotte Tilbury is a well known, trusted brand typically used by older women because their products are more expensive than other affordable products. From gathered research I found that more younger women purchase items and products online rather than older women who go to the store to purchase their item. When it comes to the homepage of a website it has to automatically grab the attention of potential customers, to make sure that they continue browsing the website. Makeup and beauty is all about making women feel great and powerful, feeling loved in their own skin. Potential customers like to know that the product that they will be purchasing is going to be bother affordable and effective, so having a beautiful woman as an image for the website, to encourage potential customers to buy the product by portraying how the makeup looks on the person.

The homepage is also laid out in an effective way, so that headings are easy to read and see, so the potential customers can effectively view certain bits of makeup that they want to see rather than having to go through everything. The title of the website is always at the top of the homepage. Looking at the colloir scheme of the hompega typically the background of the website is usually a nude or pastel pink or brown colour because this looks aesthetic and pretty and isn't too harsh on the eye. Due to this the colour of the type tends to be a subtle white colour as it stands out from a lighter background. Another thing you find on homepages is that the women presenting the product are all different ethnicities to show that they aren't excluding anyone. Most websites have an image of an item or product that they have new in stores to show off their product.

This is a website homepage that I designed through research into colour choices. I created this on photoshop by cutting out existing images that i had created using the lasso tool. If i had more time I would change the layout and positioning of my images. i could have made the information clearer and bigger images that would have worked effectively but it was hard finding images to put onto white backgrounds. initially I had a pink background but it looked to much like an existing website so I had to change this

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Advertisement/ marketing campaign/ ads.

The reason why this is such an effective piece of advertisement is because this is the definition of beauty. By segregating the image into 4 sections, it allows the customer to see 4 different sections clearly rather than looking at one image trying to pinpoint different aspects. Another positive piece to this advertisement campaign is the colour scheme. 

They have chosen to approach a nude colour palette with the colours dark pink, brown and gold but dulled down versions of the colour which is very powerful because the image in front of the background matches the colour behind it, but it doesn't make the image disappear if anything it brings the image out even more, creating a stunning campaign which catches the eye. Another positive factor of this advertisement campaign is the positioning of the typography. The typography has been placed in the centre of the campaign, so it is easy to read and clear. 

The makeup brands name itself is coloured white which makes it stand out behind the darker background, with Rhiannas name in a smaller font, to initiate that this is her brand but its not as important as the name of her brand. One of the biggest factors of advertisement is who the face of the brand is which helps to promote the brand, usually it will be someone famous with lots of followers. In this case Rhianna is the creator of this brand Fenty as it is her own brand, so she has chosen to use her face to advertise her own beauty brand. 

With consumers today craving for authenticity and inclusivity, beauty brands are collaborating with influencers to better reach and interact with their target audience, so this is what Rhianna is doing as Influencers typically have a well-curated network of followers that trust their opinions and relate to their stories, because Rihanna is trusted and well-known, that if she publicly displays that for example this is “the best product” people are going to believe her. 

An advertisement campaign has to connect with the target audience and potential customers, it has to be aesthetically pleasing and trustworthy. Customers want the best product that will make them feel and look beautiful, so the advertising process is the most important process because this is what entices the customers in.

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MAC

MAC Cosmetics is now 51% owned by its parent company Estee Lauder. This is because when the company was founded in the year 1984 by its co-founders Frank Angelo and Frank Toskan a year later Frank Angelo passed away so Frank Toskan decided to sell just over half of his company.  

MAC Cosmetics is a well- known popular makeup brand that is loyal and trustworthy. MAC Cosmetics is one of the three top brands in the makeup category.

To begin with MAC Cosmetics had a niche following within the fashion and retail market. Initially MACs products were for professional make-up artists and models. Due to the popularity of the brand, MAC expanded its target audience and customers. MAC is known for its effective design and quality, so the company has been able to create a solid image to differentiate themselves from other competitors. MAC has the creativity to keep evolving because it offers something unique that can’t be copied. MAC is an iconic brand where people are willing to pay more money for the brand name. MAC also has a portfolio for delivering quality and high premium goods which is why the company has adopted a premium pricing strategy. Due to MAC being loyal to its customers they aren't worried that their products are higher priced and higher priced than their competitors. MAC Cosmetics definitely provides a good service to its target audience because it offers products at affordable prices for all ages, races and sexes.

MAC Cosmetics uses demographic information as the basis to target their market within the ages of 18-49 because it helps them meet the needs of their consumers of age, gender, income, and ethnic background.

MAC Cosmetics introduces new collections as often as possible during seasons and for promotion. MAC does lots of research on their customers to know that they need to keep producing top mark products that their customers will love. The inspiration for their new product designs and packaging comes from their customers, employees and competitors to help develop their brand. For every season MAC has produced a new and different collection from holiday collections to seasonal collections.

MAC Cosmetics uses personal selling and sales promotions as a way of engaging with their potential customers, informing their customers of their new and existing products. From the research that I have carried out I have found out that MAC the company itself has a lack in promotional campaigns, which is why I am going to be designing a campaign for MAC. MAC is known for using different celebrities as representatives for their brand. MAC also sets a great example from their employees who offer personalised services for their customers.

Through research I have found out that MAC believe that their interpersonal communication with their customers is more satisfactory because face to face communication is more professional and polite. Research shows that sales rise when employers communicate with the customers because their customers leave happy and satisfied.

MAC are known for their multiple shade ranges of lipstick. Over the past 10 years, MAC has released 160 shades of lipstick in 7 different finishes. MAC sells lots of makeup products but the makeup products that I am focusing on are lipstick. For lips MAC have liquid lip, little MAC lips, lip kits, lip palettes, lip gloss and lipstick.

MAC Cosmetics only offers its products in personalised MAC stores such as Debenhas and Selfridges as it does not offer its products vua unauthorised retailers.

M.A.C. was founded when a makeup artist and a photographer became frustrated by how bad most makeup seemed to read in photos. In 1984, beauty salon owner Frank Angelo and photographer Frank Toskan created M.A.C. cosmetics in their kitchen to fulfill their professional makeup needs. They decided to package their products in black pots instead of compacts, and that quickly became the company's signature.

Frank Toskan.

Frank Toskin created the brand M.A.C with his friend Frank Angelo but after a year of success sadly Frank Angelo passed away so Toskan sold his shares in MAC to Estee Lauder, who continues retailing the global brand.

I couldn’t understand why there wasn’t a lot of makeup for women of colour. I have lots of friends of colour, so there was so much diversity, especially in New York.

Frank Toskan founded MAC in the 80s and is still going. This is still a popular brand today.

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What makes a good makeup packaging design?

A good makeup packaging design which is of high-quality will be successful if it is able to draw the customers eye to the shelf from a distance. The appearance of the packaging is what allures the customer to look at that product over other beauty products selling the same item so it is important that the packaging grabs the attention of the customers so that they identify the product first. For example, makeup packaging can utilize bright colors to grab the customers attention. Some brands use decorative elements such as foils and embossing to create visual appeal to customers. Other brands choose simple designs and pastel colours over bright colours to come across as angelic.

Packaging has an important role in marketing as it helps in sales promotion. So it is important to make sure that the design of the packaging uses color and size. The packaging should be suitable to the nature of the product. It also should also be convenient, attractive and economical.

Good packaging should be convenient, the packaging should be made in a way that the product could be conveniently handled and transported. The size and shape of the package also should be convenient to keep in shop or for consumers to keep at their home.

Another essential feature for having good packaging is making sure that the packaging is attractive, fascinating and aesthetically pleasing. Attractive packaging should draw in the customers attention so that it stimulates their interest towards the product.

Makeup symbolises creativity and beauty so if the brand is selling their product and packaging design has to live up to these expectations. The packaging shouldn’t be over complicated or come across as loud, it should come across as being graceful and elegant.

Depending on the target audience, depending on the design of the packaging, typically younger target audiences are simple with a nude/ pastel colour palette whereas makeup aimed for women who are older, 30 and upwards prefer bright, bold colours.