Patterns and colors are factors that make a brand's packaging prominent

Color plays a crucial role in packaging design. In today's highly competitive market, products must stand out visually to capture consumers' attention, influence their purchasing decisions, and create lasting brand recognition. This is largely achieved through thoughtful color selection and application.

Japanese color expert Da Zhihao has conducted extensive research on color design in packaging. In his book "Color Fundamentals," he outlines eight key criteria for effective packaging color design:

1. Can the packaging colors be clearly distinguished from competing products?
2. Do they serve as an accurate representation of the product’s content?
3. Are the colors harmonious with other design elements and reflective of the product’s quality and value?
4. Are they appealing to the target consumer?
5. Do they offer high visibility and complement the text effectively?
6. How do they look individually and when stacked together?
7. Are they vibrant and effective across different markets and display environments?
8. Are they consistent regardless of printing techniques or color management systems?

These principles are essential in real-world packaging design. As consumer preferences become more diverse and markets more segmented, the standards for packaging have become more refined. To better meet the needs of various product types, consumer goods can be divided into three main categories, each requiring specific color design strategies:

1. Luxury Goods

Examples include high-end cosmetics, perfumes, premium skincare products, men's tobacco, alcoholic beverages, and luxury confections. These products demand a unique identity that conveys exclusivity, sophistication, and a sense of prestige. For instance, French luxury perfumes often evoke a mysterious, romantic aura, reflecting the essence of Paris. Similarly, KENT cigarettes use white packaging with a golden “KENT” logo, reminiscent of ancient castles and aristocratic elegance. Camel cigarette packaging features a pale yellow background with desert motifs, creating a sense of mystery and tradition. High-end Chinese brands like Moutai, Wuliangye, and China Tobacco have also adopted international-style packaging to enhance their brand image.

2. Everyday Consumer Goods

This category includes canned foods, snacks, condiments, coffee, and tea. The color design here should focus on two main aspects: stimulating appetite and clearly communicating the product’s identity. For example, mineral water packaging often uses sky blue to suggest freshness and purity, while transparent bottles allow consumers to see the product directly. In China, brands in Guangdong have successfully implemented these strategies in food, beverage, and bottled water sectors.

3. Mass Market Products

This includes mid-to-low-end cosmetics, soaps, and health products. Their packaging should be approachable, convey quality, and make the brand easily recognizable at a glance. These designs aim to build trust and familiarity among a broad audience.