Arts Studies and Criticism

Color plays a multidimensional role in packaging design, serving as a powerful visual tool that not only quickly captures consumer attention but also subconsciously influences emotions and purchasing decisions. By effectively enhancing product recognition in the market, color acts as an emotional bridge between the product and consumers. Carefully selected color combinations can attract attention, highlight products on shelves, and create visual appeal that facilitates consumer understanding of product information. Color also enhances memory retention in packaging design, leaving lasting impressions on consumers and improving brand recall during future purchasing decisions, this research validates the practical strategies for applying color psychology to enhance the market performance of skincare brands in competitive environments. By leveraging the power of color, packaging can achieve unique visual appeal, improve market recognition, and maximize brand image and product value, thereby increasing consumer loyalty and purchase intent.