Color and Packaging (on)

[Abstract] Color is the most active factor in visual communication. The color identification of packaging is mainly focused on the content of the product; it discusses the commodity nature of color, the nationality and fashion of color, and the relationship between color and consumption and sales.
Keywords: merchandise; nationality; fashion; sales color is life, because a world without color looks like death in people's eyes, and color is the most universal existence of the whole person's life-sensing nature of contemporary people. All the time and space that affect the human life activity process. Color is the most active factor in visual communication. Therefore, in the highly competitive commodity market, it is necessary to make packaging clearly distinguish the visual characteristics of various products, enhance people's understanding and memory of the goods, and more attractive to attract consumers. , are inseparable from the use of color design. To realize the purpose of publicizing and beautifying goods and promoting sales of goods, the use of packaging colors must be based on the characteristics of the modern consumer society, the characteristics of goods, the best habits of consumers, and the changing trends of popular colors at home and abroad. Color-enhancing sociology and consumer psychology awareness.
1 The identification of colors and the identification of hue and package colors are mainly for the content of goods, that is, in the competition of goods, customers can clearly identify the content of goods and determine the purchase behavior through the colors in a relatively short period of time. The memories and understandings that people get in their natural lives have formed the image colors of different commodities. The brown, brown, red bean paste, grass green, and rose red are named after the plants. The lemon yellow, orange red, pink, and grape are named after the fruit. Violet, silver ash, coal black, copper color, bronze color, etc., named after metallic minerals, are associated with the content of the commodity and it is easy to achieve the purpose of identifying the commodity.
People's perception of color is also a factor in identifying different commodities. Color gives people a sense of beauty, and when choosing the appropriate color, it can enhance the sense of pleasure. A color research institute once made an experiment and boiled the coffee and savored it in yellow, red and green cups respectively. As a result, the people who tasted the coffee in the yellow cup felt the smell of coffee light; the people who tasted the coffee in the green cup. Feel the taste of coffee; people who taste red cups of coffee feel the beauty of coffee. In fact, most people think that "sweetness" is easy to associate with yellow, white and pink, sourness is easy to think of green, "bitterness" is associated with brown, gray and black, "salty" is associated with white, cyan and blue. And so on, these experiments show that color has a close relationship with people's feelings.
It is necessary to emphasize the function of identifying colors for the identification of the contents of a product. At the same time, it is important to note that the contents listed above must not be absolute and formulated to be labeled. This requires designers to carefully study the changes in the relationship between color on the packaging, find the most accurate and effective "signal to reflect" color, so that customers can quickly identify the goods.
A packaging design picture is composed of several or more colors, and the color distribution is uneven, and the dominant color forms the color tone of the package. Hue can sometimes affect people's emotions and desires. At the same time, the processing of tones also determines the success or failure of design and the standards of professionalism and accomplishment of designers. Bright colors have high purity of color, mostly contrast of primary colors, intense symphony of colors, lively and lively pictures, now generally used in the packaging of food and children's products, with warm colors as the main tone; mild colors have low color purity. The contrast is weak, giving people a romantic, natural, gentle, elegant, solemn and noble sense. This kind of color is mostly used for cosmetics, high-end gifts and some medical products; the clear colors are mostly cool and black and white, giving people pure, The sense of novelty, free and easy to use, is mostly used for cultural and educational supplies, hardware supplies and some tobacco and wine packaging; black, white and gray color is low, contrast is large, can set off and contrast the color sense of other colors, form a unique tone, use In chemical products and hardware packaging; metal tone packaging, the highest value in all colors, a symbol of wealth, power, status, and more for high-end commodity packaging, such as gifts, high-end tobacco, cosmetics, etc., different colors will give people Different feelings.
2 The commodity nature of color Among the factors of the visual communication of a commodity, color is one of the factors that trigger the fastest movement of eyeballs. In the first few seconds of a person’s first impression of an object, the information brought by color is decisive. When the color design is applied to the packaging of a product, the color has a considerable relationship with the product. Because the designer's creativity and the unique color concept give the specific product packaging, the color is brought on. The characteristics of the product. (To be continued)

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