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Explore the brand aesthetics and user experience behind packaging design. In the cosmetics industry all over the world, lipstick is not only a makeup product but also an important carrier of brand image and user experience. The shape design of the lipstick tube, as the first "intimate contact" between consumers and products, directly affects the first impression of the brand. So, facing the two mainstream designs of round and square, how should brands choose? This article will give you an in-depth analysis of the advantages and disadvantages of the two, and explore how to choose a packaging shape that suits the brand positioning.