As an indispensable part of packaging design, color occupies an irreplaceable position in the packaging design. It is the most vivid and visually striking element of the image of a product on a package. How to use color theory to design the packaging of goods is very important, and it also needs to be considered. Whether its use is reasonable or not has a direct impact on the success of the packaging design, whether it can be recognized by consumers, and it can even be said to determine the fate of the product and the fate of the company.
The eyes are the windows of the soul. They are the human visual organs. The human eye can capture all kinds of color information in an instant. It is decided that in the packaging design, the colors have the power to take the lead. Marx said: "The sense of color is the most universal form of beauty." Human vision has a special sensitivity to color. Studies have shown that when people look at an object, color is 80% in the first 20 seconds and the pattern is 20%; after 2 minutes, color is 60% and the pattern is 40%; after 5 minutes, the color is 50%, and the pattern takes up 50%. In addition to attracting eyeballs and capturing color information, color is the most important thing that can convey this information to the brain, touch people's aesthetics and arouse people's beautiful associations and pinpoint people's good feelings. This is the important aesthetics of color in packaging design. The main reason for value. To carry out color design of packaging, to have a scientific understanding of color, to study the functional, emotional, and symbolic aspects of color.
1. The association and symbol of color
The association of colors: it can be divided into figurative associations and abstract associations. Moreover, the association of colors differs depending on the viewer's knowledge, experience, ethnicity, personality, hobbies, and age.
The symbol of color: The use of specific colors to represent specific content, the color of the symbol is reflected through society, history, religion, customs, consciousness, different nationalities, different regions have differences.
2, the feeling of color
The feeling of color means: When we perceive colors with the naked eye, we produce emotions and cause psychological reactions.
We know that the basic attributes of color are: hue, purity, and brightness. Different hue, different brightness and different purity give people different feelings. This makes the colors cool, warm, dark and light, hard and soft, body sensation, sensation, jumping, and so on. Therefore, we can use color to express the four seasons, sour and sweet, light and heavy, music and so on.
3, color must be expressive
Any packaging is to serve its goods, and the color of the packaging should be able to represent the quality and attributes of the goods. In reflecting the intrinsic quality of the product, "according to the inherent color of the product or the attributes of the product, visualizing colors to enable buyers to recall the items and make judgments on the basic contents and characteristics of the products" is the color of the current packaging design. The main means. In other words, the characteristics of color (vision, taste, smell) itself are linked. Such as: brown coffee packaging, orange lemon juice packaging, light blue mineral water packaging, red chili sauce packaging and so on. The main colors of these packages have adopted the same or similar colors as the products, which makes the products consistent with consumers' perceptions, achieves a kind of resonance, and enhances the expression ability of the products. The use of colors to express the attributes of goods is evident on food packaging. We often use bright, brisk warm colors to express sweetness, freshness and nutrition. We use white and blue to express freshness, hygiene and coolness. We use red, orange and yellow to express fragrance, sweetness and freshness. We use compound colors to express the mellowness and history of wine. long.
Food packaging expresses food tastes and raw materials through color, causing consumer's desire to purchase
4, color must have integrity and systemic
Color integrity refers to: For a single package, the color of packaging design should emphasize the overall effect of packaging. In commodity packaging, there are generally 2 or more colors, regardless of the dominant color, and regardless of whether the dominant color and the dependent color are similar colors or the configuration of contrasting colors, the entire package must be regarded as a whole, each color. Selection is for the overall service. This wholeness is organic and not mechanical.
The systematicness of color refers to: For the packaging of a series of products of the same company, the color of the packaging design should emphasize the serialization and color similarity of the packaging, that is, the connection and acceptance of color between products. In other words, in terms of color, the beauty of change and the unity of beauty are combined to pursue the systematicness of color. This kind of system performance powerfully forms a visual system, a strong visual impact, is conducive to the formation of corporate brand image and expand sales.
â–² Focus on the systematicness and integrity of color in the series
5, the color must have popularity
The prevalence of color refers to: the color of packaging design should pay attention to popular colors. Fashion colors are trendy colors. They are colors that gradually flourished in a certain period. They are characterized by freshness, fashion, and rapid change. In order to stimulate consumption, the color of the packaging can make use of popular colors. In packaging design, the packaging of cosmetics and fashion is most affected by the popular colors. In countries with higher consumption levels, the role of popular colors is more obvious.
6, the color of the style
Color is inductive, and different colors can reflect different styles. In tea packaging, we often use sky blue, earth yellow, vermiculite, and grass green to create a rustic, rural style, giving people a sense of nature, safety, relaxation, and trust; in the packaging of cookies, we use bright colors to create modern The atmosphere and modern style give people a feeling of fast-paced, young and excited.
The style of color also includes the national characteristics of packaging colors. It is based on the color of different nationalities and color and color symbolic meaning to use color, forming the unique packaging color connotation and style.
Rural rustic packaging color
7, green packaging
Green packaging does not refer to the use of green commodity packaging, but refers to the reuse of environmental protection and resources. In daily life, plastic bags and disposable lunch boxes, the most simple "packaging", have become human environmental pollution. At the same time, we should not advocate excessive packaging of wasted resources for packaging. In color, we advocate the use of primary colors of materials, which are easy to decompose and recycle.
â–² Recyclable packaging
From the above analysis, we learned that in the visual communication design of packaging, color is an important part of the communication of commodity information and visual aesthetics, and it is a bridge between commodities and consumers. In the packaging design, we must use the characteristics of color to fully reflect the attributes and characteristics of goods and meet the physiological and psychological needs of different groups of people, so that the color becomes an expressive design language, thus giving the package emotional content. Then the color of the package is organically linked with the structure, material and other factors of the package, which conveys the aesthetics of the package design to consumers in an all-round way, and truly realizes the functions of modern package design.
Author / (Zhao Juan Zheng Minglei)
Source: Shanghai Packaging