Special Day

Package Design · Branding · Hair Wigs · Beauty

This package enhances store efficiency and customer convenience with easy inventory management and quick product identification. Its design minimizes unboxing, keeps displays tidy, and seamlessly blends functionality with brand identity.

# Package & Tag

# Branding

# Graphic Design

# Photography

Overview Research Design Final Screens Conclusion

Projects

Solo Design

Duration

3 Weeks

Sector

Package, Graphic Design, Photography, Beauty

Tools

Lightroom, Photoshop,
Illustration, Canon, Midjourney AI

My Role

Visited beauty wig stores to conduct market research and gathered valuable feedback from store owners and customers. Based on this, I designed product packaging that reflects customer needs and preferences.

Project Overview

Overview

R&B Collection's packaging was mostly simple lift-off lid boxes. However, customers wanted to see the wig without opening the box, so we redesigned the packaging to make the wig visible from the outside.

Goal

Our goal is to provide visually appealing designs tailored to the needs and preferences of young women in their 20s and 30s, allowing them to easily view the product without opening the box, thereby enhancing customer satisfaction while driving sales growth. True to our brand name 'Special Day,' we aim to make every day feel special for our customers through our products.

Window Box: Designed with a transparent window in the packaging, allowing customers to easily see the product's texture, color, and hairstyle from the outside.
Red & Black Colors: The packaging uses red & black colors throughout to catch the eye and make it more noticeable to customers.
Model Photos and Color Info for Easy Identification: We added model photos wearing the wigs and color information to the side of the packaging. Previously, only the color and name were provided, making it difficult for customers to identify the product at a glance when the boxes were stacked.

These detailed elements are designed to help customers easily recognize and access the product, providing a more convenient experience.

Initial Thinking

Target Users

African women in their 20s and 30s who are keen on beauty trends
African women of all ages who embrace wigs as part of their daily style.
Women looking for wigs for special events or occasions
Women who wear wigs to boost their confidence

Research Methods

Phone survey
1:1 in-depth interview (store visits and beauty show participation)
Research online

Design Process

How might we..

How can we create packaging that is eye-catching, premium, and practical while maintaining efficiency?

Jump to Solution

Research

Part 01

Identifying Opportunity.

To design packaging based on recent trends, I visited stores to research both customers and the shops selling the products. When in-person visits were not possible, I conducted phone surveys instead. I explored the colors preferred by African-American women and key design elements that would catch their attention. Based on this research,I selected and prepared eleven key questions, then conducted 20-minute interviews with twenty women and ten men.

Method : Market research, Q&A Interview, Phone Survey

Market Research

Q&A Interview

Q1. What's the most important factor in wig packaging for your purchase?
Q2. Would a window on the packaging help with your decision?
Q3. (For store owners) What packaging colors or styles do customers prefer? Which products sell best?
- Why do you think these packages sell well? Or how do customers perceive this product?
Q4. What extra info would you like to see on wig packaging or wig tag?
Q5. How much does packaging design affect your buying decision?
Q6. Does the size or shape of the packaging impact convenience?
Q7. Does a model photo on the packaging help? What kind of model works best?
‍Q8. Would reusable packaging influence your purchase decision?
Q9. What packaging elements make a wig product look more premium or high-quality?
‍Q10. When displayed in a store, which type of packaging shape stands out more to you? (e.g., vertical, horizontal, foldable, etc.)
‍Q11. (For store owners) Any recent wig brands or packaging styles that customers liked?

Interview Hight-lights

A photo on the side of products makes it easier to organize and helps customers find what they need quickly.

Customers can check the wig's quality and color without opening the box, ensuring it meets expectations and reducing returns.

Red packaging grabs attention in stores, often boosting sales by standing out.

*Certainly, there's ample space for refining my research approach here! I delve further into this in my conclusion...

Improving Customer Experience Through Packaging and Design.

Placing product photos on the side makes inventory management easier and allows for quick identification of stacked products. Additionally, packaging that uses eye-catching colors like red enhances visibility and organization. It also enables customers to check the wig's quality and color without opening the box, reducing mismatches between expectations and the actual product, and effectively lowering return rates.

Design

Style Guide

The name "Special Day" was chosen to inspire the feeling that every time you wear our wig, you’re creating a moment that feels extraordinary. Whether it's for a big event or just a regular day, our wigs are designed to make you feel confident and special, no matter the occasion.

Colors

Logo

Concept

"Special Day" is a brand that empowers women to feel confident and beautiful in everyday moments. It’s not just about wearing a wig, it’s about embracing your boldest self. The packaging features a bold red and white contrast, symbolizing energy, confidence, and clean elegance. It’s designed with a front-facing opening and transparent vinyl, allowing customers to clearly see the wig’s color and texture, helping build trust through transparency. Inspired by African heritage, accent tones of soft brown and deep black reflect the brand’s roots and add cultural depth.

Packaging Structure

The packaging is designed with an open window, giving a more premium feel even for low-cost products. Unlike traditional band-style packaging that is stapled together and appears cheap and cluttered, our box is designed for easy assembly, ensuring a cleaner and more refined finish. Additionally, the use of eye-catching colors helps the product stand out on store shelves, drawing customer attention.
Furthermore the packaging is designed for two types: long wigs and short wigs.

Final Screen

Final Package & Tag

Feedbacks

To refine our design, we conducted store visits and phone interviews with over 20 locations, gathering direct feedback from sellers, store managers, and customers. By collaborating closely with the sales team, we gained valuable market-driven insights that reflected real purchasing behaviors and store operations.From this research, we identified four key recurring feedback points that were consistently mentioned. These insights played a crucial role in shaping our design improvements, ensuring both practical functionality and an enhanced customer experience.

Female 25, Model

The new packaging gives the wig a more luxurious feel! The open-box design makes it easy to check the style in-store, which is really convenient. The price is reasonable, but what stands out is that both the packaging and wig quality exceed expectations. It perfectly balances practicality and design!

Male 36, Sales

Bold colors help products stand out, especially high-saturation shades. However, stacked displays make packages without side images harder to identify, so customers tend to avoid them. Since many customers recall products by color and design, clear branding is essential to prevent confusion."

Male 45, Hair Wig retailer

The side panel with a wig photo and key details makes it much easier to organize products and helps customers find what they need quickly. The open-box design also allows customers to see the wig style at a glance, while the inner tag provides clear product information, which is really helpful for sales.

Female 27, Customer

The bold red packaging is eye-catching and gives off a premium vibe. The side panel showing the wig photo and details is super convenient. I don’t have to open every package! It would be even better if there was a tag with a color palette displaying the actual wig shades

Conclusion

Moving Forward

Arrange product photos and image-based information alongside the product.
We will add color swatches with actual product photos on the back of the tag inside the package for a more intuitive color selection.
To allow customers to view the hair without opening the box, we will incorporate a window and design various styles of open-type boxes.
Conduct regular market research to understand and analyze customer needs and preferences.

What I learned

Visiting actual sales locations allowed me to directly observe consumer purchasing patterns and preferences, gaining a deeper understanding of how packaging, pricing, and store displays influence decision-making.
By conducting phone surveys, I analyzed market trends in distant regions, enhancing my ability to compare and assess regional consumer needs and preferences.
Discovered that small conveniences in packaging can significantly impact sales.
I identified differences in aesthetic preferences and design styles across ethnicities and incorporated these insights into customer behavior analysis to refine packaging strategies.
I analyzed various design drafts to develop optimal packaging styles, maximizing both functionality and visual appeal. Subsequently, I collaborated with factories in China and Indonesia to finalize designs and proceed with production.

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