Designers
Designers
Designers
Packages of Desire
The beauty in Beauty Packaging
Key Words
Designers
Amelia Su
SUMMARY
My project explores why beauty packaging makes us feel something before we even try the product. I started with my own habit of buying products for their looks, then researched consumers and designers to understand this emotional pull. I discovered that packaging shapes desire, trust, and identity more than people realize. To capture and celebrate this, I created a visual coffee table book series that reveals the stories and design choices behind beauty packaging.
challenge
I found a gap between how consumers feel about packaging and how designers and brands create those feelings. Consumers sense desire, trust, or excitement but can’t explain why. Designers intentionally build those emotions, but their process is hidden. Therefore, this disconnect creates an opportunity, which is to help people understand the emotional impact of beauty packaging and make those design choices more visible, accessible, and meaningful.
Outcome
The project is a visual coffee table book series that reveals the emotions, stories, and design choices behind beauty packaging. By turning packaging into a physical, collectible object, the book helps consumers understand why they feel drawn to certain products or brands. On the other hand, it also gives brands and designers a new way to communicate identity and intention.
MEET THE Designers:
Amelia Su