The reason why France has so many world-class perfume brands and become a big perfume country in the world is inseparable from its perfume packaging design concept. French designers are good at using all kinds of materials and dare to adopt new materials, new technologies and new forms to design perfume packaging. Based on fashion and innovation, to meet the aesthetic psychology of consumers seeking innovation and change; Good at absorbing nutrition from works of art in various periods; Pay attention to consider from the consumer's point of view, and design according to their perceptions in all aspects, so as to enhance the attractiveness of perfume packaging and give consideration to the visual image and functionality of perfume packaging.

During the Renaissance, perfume production flourished rapidly in Europe due to the rediscovery of old perfume formulas. The centers of the early Renaissance, such as Venice and Florence, were also the centers of perfume manufacturing. Medici family is a coquettish leader, and Catherine, a member of her family, is an important emissary of perfume dissemination. She married French King Henry II, and with her entourage named Renato, she is a famous perfume manufacturer in Florence. Renaldo opened a perfume shop in France and achieved great success. It is said that his ability to prepare poison is equal to that of making perfume. Many events directed by Catherine in the French court are closely related to the potions he prepared. Since then, spraying perfume has become a fashion. "This is a period of people's self-discovery. People's self-awareness is becoming more and more obvious, and people are beginning to pursue fashion." [1] During the Renaissance, people didn't often bathe, but only sprayed perfume to cover their body odor, and the perfume industry flourished. Perfume is widely used by both men and women. Even the hair and even pets are sprayed with perfume. In 1518, the Dominican Order in Florence established the oldest perfume factory in the world. The Pope and medici family are its loyal customers. For centuries, every new ruler has provided a perfume formula for the factory. At the same time, a small town in southern France, Grasse, gradually developed into a perfume production base. Grasse originally produced perfume because the town was also a tanning center, and urine was used in the tanning process, so people sprayed perfume on leather to cover up the smell. Susan Owen mentioned in the book "The Birth and Temptation of Classic Fragrance" that local leather glove manufacturers also import, produce and sell perfumes. In the 8th century, when the leather industry collapsed, the area continued to sell perfumes. [2] Today, France is a veritable perfume country, with many top perfume brands in the world, such as Lanvin, ChaneL, Givenchy, Lancome, LolitaLempicka and Guerlain? 6? 8? 6? French perfume and cosmetics industry, French fashion and French wine are listed as the three top-quality goods industries in France, which are world-famous and are the pride of the French.

packaging design is an inseparable part of products, a magical, international and core word, and it is also a necessary thing for companies and a password for businesses to succeed. Packaging design connects art and industry, market and production, creativity and functionality. Good idea makes good packaging, and good packaging is a catalyst for product promotion. Identifying a product is achieved through packaging. Consumers must get enough information and be able to decode and understand some symbols, so as to recognize the product and then understand its value, which will lead to the final purchase behavior. Obviously, there are more and more perfume products, and it is more and more difficult for people to choose, but people are often influenced by their education, social life and cultural background to choose brands. Therefore, the fragrance of each perfume and its packaging should be targeted to a certain extent to correspond to specific consumer groups. The reason why France has so many world-class perfume brands and become a big perfume country is inseparable from its perfume packaging design concept.

1. Boldly use new materials, new technologies and new forms

From the development history of perfume containers, people have been exploring the use of various materials to make perfume containers. At first, Egyptians used stone containers to make containers of various shapes to hold perfumes, such as round-bellied bottles and heavy tall bottles, which were all open and sealed with flat corks or cloth balls. Various stones are also used to make these containers, of which alabaster accounts for the largest proportion. Greek craftsmen make a series of ceramic containers to hold perfume, and design the containers according to the characteristics of the contents. For example, the containers of sesame oil and perfume are different. And the Greeks are good at making bionic containers to hold perfume. Around the sixth century, small molded pottery bottles were invented. At first, they often imitated the image of human head. Glass has always been an expensive material. In the 6th century, Venetian craftsmen learned to blow glass, so glass can be made into many shapes. Milky white glass, gold and silver filament glass and so on have also developed, and perfume containers have become more and more beautiful. With the improvement of glass hardness, glass can be cut, carved, colored and inlaid, so that glass containers go beyond various traditional forms. The French learned these glass-making techniques and made many Venice-style perfume glass bottles. With the advent of the industrial revolution, large-scale industrial production made glass bottles mass-produced, and the prices were reduced, which gave birth to many famous perfume manufacturers, such as Gelle Frères, Guerlain, Lubin, Millot, Rigaud, Roger and Gare (Roger &: Gallet), Ed. Pinaud, L.T. Piver, etc., the standardized simple containers are balanced by increasingly complex and exquisite labels. At first, the labels are only pure commodity annotations. By the 19th century, perfume labels have become pictures that arouse romantic imagination, colorful bouquets, and distant rural scenery that only appears in dreams? 6? 8? 6? Of course, labels also reflect the events at that time, and people and stars are used for publicity. Then, a series of design movements such as Art Nouveau and Art Deco began to take place, and perfume packaging became more artistic and colorful with the new design movement. Nowadays, for French designers, glass alone can produce ceramic, crystal, marble, corrosion and other material effects. Bohemian, Milan, Italy, Mardi and other exotic colors are also very rich, including red, green, blue, gold, amber, violet, purple and other colors, which makes the capacity more scalable. They are also good at combining different materials, such as glass with metal and plastic. In a word, French designers are good at using all kinds of materials and dare to adopt new materials, new technologies and new forms to design perfume packaging. For example, the "Poême" perfume made by Lancome, small bottle, glass, transparent, bright and shiny, is a quiet and feminine shape, which symbolizes the female chest. Its closure system is very firm, all of which are pure geometric lines, made of polyethylene, completely compressed by air pressure, and perfectly integrates horizontal lines and vertical lines. Its cover has three parts, pure gold, to match the color of perfume, the material is very strong and not easy to be scratched, and the whole cover is very light and not easy to break. This perfume combines glass and plastic, indicating that the perfume wants to adapt to the latest technology, reduce energy consumption, protect the environment and use recyclable and lightweight substances. The name "Poême" is printed in blue, and this color is also used on the inside of the box. Several letters are not on a horizontal line, staggered and undulating, forming a wavy calligraphy effect, which reminds people of the poems of Guillaume Apollinaire.

The characteristics of this package are: straight line and golden color, which gives people the feeling of wealth, chic and luxury. Gold is a bright and energetic color, which brings rejuvenation and rebirth and resists sadness. Blue is a color of the sky and life, which corresponds to people's spiritual life and causes people to pursue their dreams. It is sold in an expensive triangular box with the same color. It is opened and closed by a small blue rope, tightly tied to a small manual gold clip, which can be opened and closed at will. It can be displayed and opened on the shelf to show the beauty of the bottle, and the rope can be tied at the back to fix it. The bottle is protected by horizontal cardboard, which is extremely stable. The information required by French national laws is printed on the bottom. A bunch of beautiful flowers can be seen inside the lid. This bunch of flowers is a poem composed of language letters. Its core vocabulary is: sun, smile, love, sea, stars? 6? 8? 6? These words convey pleasant fragrance and beautiful colors, giving people a perceptual, bright and gentle touch. Poetry is a way of escaping from reality, conveying emotional feelings and communicating with women, often relying on certain symbols, such as flowers, which is a special language for communicating with women. The same language can also be conveyed by perfume, giving women passion and freedom. Poême made by Lancome is a perfect example. Its genius packaging design enhances the aesthetic feeling of Poême and combines several materials. Wisdom and luxury are balanced here, which captures the imagination of consumers.

2. Passionate pursuit of novelty, uniqueness and fashion

As far as we know, 41% of French designers work in the packaging industry, which is a high proportion. The field of perfume packaging is constantly growing and rising. Every brand has to develop new products or transform old packaging every once in a while to adapt to the new trend. In particular, perfume designers need to constantly ask themselves: What is new? Whether the concept of "new" is slightly improved or a revolutionary fracture; Is a gradual reform to improve the current products to meet the needs of the market, or to develop new products to conquer the future market. The change of packaging can be a small change in details, or a completely new product development, supported by a complex revolutionary appearance and brand-new technology.

French people attach importance to innovative ideas. With the temperament of creative passion and imagination, they can often design products full of spirituality, pay equal attention to creation and imagination, pursue novel and unique styles, and create new ideas and trends. In their opinion, designers should be able to break the customs and create new design symbols more or less, so that products can stand out from the dazzling perfume shelves, defeat competitors and please consumers. Therefore, French perfume design, based on rich history and culture, is famous for its avant-garde and romance, and is not stingy with creative elements. The bold and varied colors, ever-changing bottle shape and fine local design are enough to make people admire.

Third, they are good at absorbing the historical and cultural nutrition of art

For example, the design ideas of many French perfumes come from the works of artists such as Renoir, Vial, Fantin -Latour and Odilon Redon. There is a deep connection between art and packaging design. The significance of art to design and design to art lies in "cultivating originality and inspiring inspiration". From some products, many successful packaging designs have been influenced by art (including external plane decoration and container structure), which in turn have a certain influence on the development of art.

Elsa Schiaparelli, a designer, attaches great importance to the inspiration that art brings to her. She was very interested in painting, sculpture, music, art and comedy, especially in the extreme, exploratory and adventurous art of Dadaism, Futurism and Surrealism at that time. Famous artists such as Marcel Duchamp, Salvador Dali, Man Ray, Picasso, Raoul Dufy Fei, Jean Cauquetoux and AndréBreton are all her friends. All these people influenced her design style, making it full of fantasy and humor, colorful, rich and wonderful.