The client
Sel: pH Beauty is a US brand of custom skincare. After having commissioned QNY to create the packaging and launch their new website, they asked to develop an Amazon Store for their line of beauty products.
The process
To create the store I collaborated closely with the Sel: pH Marketing department. While I was responsible for giving the brand a coherent visual representation other elements such as copy and meta-data fell into the responsibility of the marketing specialists.
Following the brand guidelines, I adapted elements such as backgrounds, typeface, and icons for the new graphics. Stickers were added to the graphics as well as ingredient and usability descriptions, all held in a quirky style, since the target audience for the product was teens and mid-20s and I hoped that they would resonate with it.
Information hierarchy and strategy
Since the package design is very colorful, I played with a tone-in-tone background, which seemed to be an overall trend within competitive brands. In the case of a two-colored package, as appeared within the line of serums the rule was to apply the color of the element that differed within the line, such as the lid. It was important for me to guide the potential customer through the product on the product pages, by organizing the graphics in a hierarchy. From showcasing the package from back to front, the graphics would move to the image of a girl with the description of the ingredients and the effects of such. The next images would repeat the information however with the context of the package, a visual image of the ingredients, and a lifestyle image of the product itself. This hierarchy was a strategic choice, to ensure that the customer gets well-informed, providing and repeating information within an ethical vision. This should establish trust for the brand and a desire to purchase the beauty line.
Image optimization and conclusion
Additionally to the product-orientated graphics, I had to adopt a header, logo, and several explanatory banners for the homepage. All elements needed to fit within the requirements of the Amazon Store, therefore I had to resize several of them and adapt the filesize.
The challenge of taking part in creating an Amazon Store allowed me to work closely with the Marketing department, learning about meta tags and Amazon customer behavior. In the competitive field of the beauty industry, it is crucial to find a way to design elements that, stand out, encourage engagement, and create a brand identity, that the customer relates to. 