As the main force of the contemporary consumer market, women have the psychological characteristics of outstanding beauty seeking, delicate cognition, rich emotion, strong self-awareness, good association, good comparison and showing off. According to their consumer psychological characteristics, the packaging design of cosmetics should make full use of the law of color association, fully meet women's love of beauty, superiority, vanity, highlight their personality and value, so as to promote the continuous rise of cosmetics consumption. Packaging is not only a container to carry goods, but also a means to stimulate consumption and guide consumption. Now the packaging design is not only to play its physical function that is to protect the function of the product. More to play its psychological function, that is, to arouse the attention of consumers, but also to develop to the aesthetic level, to delight consumers. As far as the current cosmetics market is concerned, its main consumer groups are dominated by women, so it is of great significance to fully understand the psychological characteristics of female consumers and carry out packaging design according to their consumer psychology for improving product sales.