Under the background of rapid economic development, the consumption concept of young consumers has changed with the improvement of living standards. Skin care products are not only the necessities of life, but also the products that can enhance the sense of self-superiority, which contains huge business opportunities. In the skin care market, consumers not only care about the functionality and practicality of the product itself, but also pay attention to the visual experience and packaging texture of the product. Skin care brands at home and abroad are overwhelming. Under the condition of the same function, packaging has become a key factor that determines the product to stand out in the fierce competition in the market. Therefore, packaging is no longer a simple technology, it has become a complex cultural process, symbolizing the brand's philosophy and cultural story.

1. The psychological characteristics of female consumers

In the skincare market, women are the main consumers. They have the pursuit of beauty and eternal youth ideals, at all costs to buy skin care products. In order to meet the psychological needs of female consumers, manufacturers invest a lot of capital to produce and promote products, stimulate women's purchasing power, and constantly study the changes of women's consumption psychology. For example, women's beauty psychology is prominent, and during the purchase process, they will have a soft spot for products with strong decoration, novel styles and unique shapes. Women also have strong emotional memory, so products with aesthetic value are more likely to arouse their desire to buy. With the development of women's consumption concept, they not only pay attention to what kind of effect the goods themselves can bring, but also pay attention to what kind of status symbol the goods they buy can bring to themselves, hoping to show their values and tastes from the goods. In the design of skin care products packaging, adding humanized design elements, showing the fashion sense and innovation of the product, can attract female consumers. However, male consumers are not prominent in the skin care market. They prefer practicality and do not have too many requirements for product packaging.

2. Consumer self-demand

Consumers make purchasing decisions based on their own needs. Consumer demand will develop step by step with the changes of the times and the growth of age, from material requirements to spiritual needs. Therefore, contemporary packaging design is no longer just to simply protect the product, it needs to have more meaning and function, from each link of packaging design, such as concept creation, box innovation, color positioning, graphic selection, font design, Material experiments and other aspects of careful consideration, in order to contact consumers and products for the purpose, so that it can get spiritual resonance. Young consumers pay more attention to the trend of skin care products packaging, the pursuit of youth, design can use more elements of fashion and gorgeous color. Mature consumers pay more attention to the practicality and taste of products, and need to reflect the practical value of products when designing packaging, and the design style should be simple and elegant. Only by mastering the self-needs of consumers and grasping different types of consumer psychology can products be positioned correctly in the market.

Visual consumption has become an important part of consumption concept. Most foreign designs are very simple, and even use monochrome to reduce the amount of ink used. There is no sense of excessive design, environmental protection and health, which reflects their concept of putting nature first. For example, with the title of "the noblewoman of the plant world", the fresh has natural ingredients and excellent efficacy, which is favored by many consumers. The packaging of Fuleishi skin care products is almost all white ceramic bottles with pink outer packaging cartons. It seems simple and unadorned, but the design is full of thought. The weight of the ceramic bottle, the detailed concave and convex lines on the packaging box, and the retro text all show low-key and luxury. Many consumers have shown that they are indeed attracted by their meticulous and unique packaging design and buy Fulaishi products. Only after using them can they know that the effect is significant. This is the typical visual psychology driving consumer behavior.