What Are the High-End Strategies for Label and Packaging Design in the Luxury Goods Sector?

1. Material selection focused on premium texture

To convey a sense of luxury and aesthetic appeal, planning must start with material selection. For example, silk ribbons can be used, and patterns should align with mainstream aesthetics. Popular IPs such as the rabbit officer and Mr. Fox from Zootopia, as well as trendy characters like Labubu, are currently highly popular. Leveraging well-known IPs helps amplify product communication and is an effective strategic choice.

Material selection should also be tailored to specific contexts. For high-end cosmetics, packaging themes can align with current festivals such as Chinese New Year, Mid-Autumn Festival, Christmas, or Día de los Muertos, with corresponding patterns and color schemes that reflect the festive atmosphere. For instance, gifting luxury lipstick during Chinese New Year often features red packaging, which resonates strongly with the cultural symbolism of good fortune and prosperity, aligning perfectly with the festival theme.

For international luxury brands, words, phrases, or aphorisms can also be incorporated into designs. In China, during Qixi (Chinese Valentine’s Day), poetic lines such as “If love lasts long, why need it be day after day” can be used. These expressions fit the festive mood and serve as refined ways to convey affection and love.

In terms of exterior packaging, lipsticks primarily target young female consumers, so designs can incorporate more feminine elements such as flowers, bows, feminine illustrations, brand names, and stylized text. Decorative typography, cute patterns, and floral lettering can be applied directly to lipstick packaging. For luxury products aimed at women, designs should favor elements like butterflies, flowers, hearts, and moons, which align with female aesthetic preferences.

2. Design driven by target audience preferences

Different luxury products correspond to different consumer groups. For example, handbags mainly target female consumers, so their exterior design should consider the colors, patterns, packaging forms, and materials favored by young women, as well as which materials best convey a premium feel.

For ultra-luxury categories, it is even more important to focus on the preferences of affluent consumers, who often favor cleaner designs, softer color palettes, and understated elegance that reflects refined taste.

In the handbag industry, Hermès is a strong example. Its iconic orange color perfectly matches the brand’s ultra-luxury positioning, and its packaging and visual elements typically feature only the Hermès logo, with very few additional graphics, reinforcing brand recognition and exclusivity.

3. Expressing a high-end feel through graphic design

Luxury brands generally favor clean, elegant, and premium visual designs. Simplification is a core principle—removing unnecessary elements to achieve refined clarity. As the saying goes, “less is more.” Minimalism helps brands stand out from competitors, highlight uniqueness, and create memorability through differentiation.

For example, La Mer, a high-end skincare brand, uses extremely simple designs. The bottle typically features only the brand logo, making it instantly recognizable. Across product categories—night creams, lotions, and serums—the packaging consistently centers on the La Mer logo.

Hermès follows a similar strategy. Its large outer packaging boxes often display only the Hermès logo. This clean and elegant approach strongly emphasizes texture and quality, aligns with brand identity, meets consumer expectations of luxury, and enhances memorability during brand communication.

4. Exterior packaging materials as a key factor in showcasing quality

The choice of exterior packaging materials is crucial for expressing a premium feel. High-end options include quality cotton packaging and textured paperboard materials. During festive seasons such as the Lunar New Year, many luxury brands release gift boxes with sophisticated designs and materials that are highly appreciated by consumers.

Luxury beauty brands such as L’Oréal, Florasis, La Mer, Armani, and Chanel commonly use gift box materials that feel substantial and refined to the touch. La Mer’s gift boxes, for example, often feature a signature green exterior and ribbon handles, creating a sense of ritual and elegance when opening the package, and reinforcing the brand’s high-end positioning.