This research bases its theoretical foundation on the mainstream Gestalt visualization and perception,
aesthetic perception, principle of packaging design, gender differences, and cosmetic packaging design
principles. The Gastalt visualization and perceptual theory explains an integration of design elements,
which collectively forms complete imagery. The theory also clarifies the visualization process of human
eyes which gather information in accordance with the enclosure, similarity, and proximity property of
space and composition. Not only is the whole of design property perceived simultaneously, the aesthetic
aspects of design perception is also recognized. In line with the Gestalt theory, the human nature of
perception, cognition, and recognition processes are also part of the visual perception procedure,
subjectively or objectively. In this light, taxonomy of identity such as class, positioning, and gender can
be explained by means of presumption as such, and can be applied to the domain of graphical or
advertisement design as well.
An element in packaging design, on the other hand, comprises dots, line, plane, shape, and color. The
specific process for designing should conform to the principles of design, which comprises the doctrines
of compositional arrangements such as harmony, proportion, balance, rhythm and repetition, unity
emphasis¸ and contrast. Derived from the aforementioned theoretical foundation, the research thus
proceed to its procedural steps by means of theoretical framework formation.