Research on Visual Communication of Intelligent Packaging in the Context of New Media: A Case Study of Cosmetics Packaging
Research Article
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Research on Visual Communication of Intelligent Packaging in the Context of New Media: A Case Study of Cosmetics Packaging

Yumo Xie 1*
1 Beijing University of Technology
*Corresponding author: 3425789751@qq.com
Published on 5 November 2025
Volume Cover
CHR Vol.95
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-80590-509-7
ISBN (Online): 978-1-80590-510-3
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Abstract

Under the backdrop of the rapid development of new media technologies, intelligent packaging has emerged, driving packaging to evolve from its traditional static form into an intelligent medium that integrates information transmission, emotional interaction, and technological realization. Particularly in the cosmetics industry, renowned brands such as L'Oréal,Gucci Beauty, and Watsons have incorporated technologies like NFC, RFID, AR interaction, and thermochromic color-changing into their packaging designs, which have been well-received by the public. This study takes the cosmetics industry as a core case and employs qualitative research methods, combining text analysis and case studies, to explore the visual communication mechanism of intelligent packaging in the context of new media. The research finds that intelligent packaging mainly reshapes consumers' perception and experience through the reconfiguration of the symbol system, the strengthening of narrative strategies, and the expansion of interactive design, significantly enhancing brand communication effectiveness and user emotional connection. However, it also faces challenges such as high technical costs, content homogenization, and audience stratification. In the future, it is imperative to seek a balance between technological functionality and aesthetic value.

Keywords:

new media, intelligent packaging, visual communication, cosmetic design, semiotics

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Xie,Y. (2025). Research on Visual Communication of Intelligent Packaging in the Context of New Media: A Case Study of Cosmetics Packaging. Communications in Humanities Research,95,26-34.

References

[1]. Wei Lu & Ding Fangzhou.(2013). On the Transformation of Communication Research in the New Media Era Journal of Zhejiang University (Humanities and Social Sciences Edition), 43(04), 93-103.

[2]. Yin Menglu.(2025). Application of Element Form and Visual Communication in Intelligent Packaging Design Green packaging, (03), 127-130.

[3]. Xie Yuping, Wei Wei & Zhang Zhixuan.(2019). Research on the Application and Development of Intelligent Packaging Design. Art and Technology, 32(10), 151-152.

[4]. Zhang Zhuoer.(2022). Research on Visual Communication of Element Forms in Modern Intelligent Packaging Design. Mass Literature and Art, (02), 65-67.

[5]. Pearce. Pearce: On Symbols: Liska: An Introduction to Pearce's Semiotics [M.] Translated by Zhao Xingzhi.(2014) Chengdu: Sichuan University Press.

[6]. Zhu Heping & Yao Jin.(2013). Research on the Methods of Intelligent Packaging Design: A Case Study of Intelligent Drug Packaging for the Elderly. Adornment, (5), 96-97.

[7]. Dai Chaonan, Zhuang Dehong & Wan Qing.(2023). Research on Cosmetic Packaging Design Strategies from the Perspective of Experience Economy Daily Chemical Industry (Chinese and English), 53(08), 954-962.

[8]. Perfume gel.(2022). New Trends in Cosmetic Packaging in 2022: Packaging is Not Just about “appearance level”. China Cosmetics, (03), 44-45.

[9]. Shi Xiaoxia.(2009). Analysis of the Application of Semiotic Theory in Packaging Design Packaging World, (05), 72-73+77.

[10]. Guo Jinlong.(2018). Analysis of Patterns and Colors in Packaging Design Packaging engineering, 39 (16), 274-277.

[11]. Ye Dongdong & Li Shiguo.(2013). Demand Hierarchy and Design Strategies in Interaction Design. Packaging engineering, 34 (08), 75-78.

[12]. CAI Lingxiao & Liu Xiaogang.(2012). The Differences in Innovative Thinking of Chinese and Foreign Brands from the Perspective of Eastern and Western Wisdom. China Trade and Commerce, (16), 90-91+95.

[13]. Wang Xiaoqin.(2017). Application and Development of Intelligent Packaging Design. Packaging engineering, 38 (16), 241-243.

References

[1]. Wei Lu & Ding Fangzhou.(2013). On the Transformation of Communication Research in the New Media Era Journal of Zhejiang University (Humanities and Social Sciences Edition), 43(04), 93-103.

[2]. Yin Menglu.(2025). Application of Element Form and Visual Communication in Intelligent Packaging Design Green packaging, (03), 127-130.

[3]. Xie Yuping, Wei Wei & Zhang Zhixuan.(2019). Research on the Application and Development of Intelligent Packaging Design. Art and Technology, 32(10), 151-152.

[4]. Zhang Zhuoer.(2022). Research on Visual Communication of Element Forms in Modern Intelligent Packaging Design. Mass Literature and Art, (02), 65-67.

[5]. Pearce. Pearce: On Symbols: Liska: An Introduction to Pearce's Semiotics [M.] Translated by Zhao Xingzhi.(2014) Chengdu: Sichuan University Press.

[6]. Zhu Heping & Yao Jin.(2013). Research on the Methods of Intelligent Packaging Design: A Case Study of Intelligent Drug Packaging for the Elderly. Adornment, (5), 96-97.

[7]. Dai Chaonan, Zhuang Dehong & Wan Qing.(2023). Research on Cosmetic Packaging Design Strategies from the Perspective of Experience Economy Daily Chemical Industry (Chinese and English), 53(08), 954-962.

[8]. Perfume gel.(2022). New Trends in Cosmetic Packaging in 2022: Packaging is Not Just about “appearance level”. China Cosmetics, (03), 44-45.

[9]. Shi Xiaoxia.(2009). Analysis of the Application of Semiotic Theory in Packaging Design Packaging World, (05), 72-73+77.

[10]. Guo Jinlong.(2018). Analysis of Patterns and Colors in Packaging Design Packaging engineering, 39 (16), 274-277.

[11]. Ye Dongdong & Li Shiguo.(2013). Demand Hierarchy and Design Strategies in Interaction Design. Packaging engineering, 34 (08), 75-78.

[12]. CAI Lingxiao & Liu Xiaogang.(2012). The Differences in Innovative Thinking of Chinese and Foreign Brands from the Perspective of Eastern and Western Wisdom. China Trade and Commerce, (16), 90-91+95.

[13]. Wang Xiaoqin.(2017). Application and Development of Intelligent Packaging Design. Packaging engineering, 38 (16), 241-243.

Cite this article

Xie,Y. (2025). Research on Visual Communication of Intelligent Packaging in the Context of New Media: A Case Study of Cosmetics Packaging. Communications in Humanities Research,95,26-34.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceeding of ICIHCS 2025 Symposium: The Dialogue Between Tradition and Innovation in Language Learning

ISBN: 978-1-80590-509-7(Print) / 978-1-80590-510-3(Online)
Editor: Enrique Mallen, Heidi Gregory-Mina
Conference website: https://2025.icihcs.org/
Conference date: 17 November 2025
Series: Communications in Humanities Research
Volume number: Vol.95
ISSN: 2753-7064(Print) / 2753-7072(Online)

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