Application of the hottest color elements in moder

2022-08-07
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Application of color elements in modern packaging design

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core tip: when consumers buy goods, they first feel color, and then shape. The data tested in the first 20 seconds of contact with the goods are not the same. People's color sense is 80% and shape sense is 20%, Relevant studies have shown that color has a preemptive momentum. In the packaging design of commodities, graphics and words all depend on color coordination. In other words, color is the key to packaging design; As a commercial packaging design, color has more visual impact on the promotion of goods, and will have a direct impact on consumers' desire to buy. The same color will cause different habitual associations of people in different regions, produce different or even opposite feelings of love and hate, and make the axis line of the steering knuckle in the plane affirmed by the axis line of the front axle kingpin hole. Therefore, the success of the packaging design also depends on the color aesthetic tendency generated by regional customs to a great extent; That is to say, for modern packaging design in China, traditional color

[China Packaging News] when consumers buy goods, they first feel the color, and then the shape. Within 20 seconds of the initial contact with the goods, people's color sense is 80% and shape sense is 20%. Relevant studies have shown that color has the momentum of preemption. In the packaging design of commodities, graphics and words all depend on color coordination. In other words, color is the key to packaging design; As a commercial packaging design, color has more visual impact on the promotion of goods, and will have a direct impact on consumers' desire to buy. The same color will cause different habitual associations of people in different regions, and produce different or even opposite feelings of love and hate. Therefore, the success of packaging design also depends on the color aesthetic tendency generated by regional customs to a great extent; That is to say, the research and reapplication of traditional colors play an important role in Chinese modern packaging design. Nowadays, the color design of packaging has become an intuitive clue for the public to judge the quality of goods. As a design element, color can not be ignored in commodity packaging design

1 basic characteristics of packaging color design

1.1 color elements are symbolic in modern packaging design. Different colors will have different effects on people's psychology and physiology, resulting in different appeal. People have subjective feelings about color. All kinds of colors stimulate people's vision to varying degrees and act on people's psychology, so that people have a variety of feelings and associations. This provides a broad design basis and a variety of expression methods for packaging designers. A certain color in packaging design can remind people of the color and taste of commodities. For example, in terms of taste, pink, orange and other colors make people feel sweet, purple and brown make people feel bitter, and bright red makes people feel spicy. In somatosensory aspect, red, orange and yellow symbolize warmth, while blue, purple and blue-green make people feel cold. For example, when we see commodities packaged in orange, we think of commodities such as orange juice drinks and canned oranges; When you see orange juice drinks, you will think of orange yellow and feel sour and sweet. Seeing the white milk powder advertisement will remind us of milk and so on. Therefore, designers should have an in-depth understanding of the symbolic meaning of color, especially when using color in packaging design, they should pay attention to preserving the image color of goods

1.2 color elements are popular and national in modern packaging design

the psychological changes caused by color visually are very complex, and they differ according to the times, regions or personal psychology. Various countries and nationalities have formed different color customs due to the influence of social background, economic conditions, living conditions, traditional customs, customs and natural environment. It can be said that different nationalities and countries have very different understandings of the meaning of color. For example, Tibetans regard white as their noble color and avoid using light yellow and green; Manchu people like yellow, purplish red and blue, but avoid using white, etc. Color design should take these traditional customs into full consideration in order to make the goods popular. The Chinese nation is an optimistic nation. When expressing complete, festive and harmonious cultural characteristics, it is good at using red, yellow, green and gold as the main colors of packaging. Yellow represents dignity and beauty in the East, while Western Christianity regards it as a disgrace; Red in the West as a symbol of sacrifice; Islamists hate yellow and like green. They think it can drive away diseases and evil spirits; The Egyptians regard blue as the devil and like green; Paraguay generally likes bright colors, but is very cautious about using the red, dark blue and green colors that symbolize the three major political parties in the country; France taboos green carpets because it has the custom of spreading green leaves at funerals. Therefore, we should understand the preferences and taboos of various countries and regions for color, especially the color treatment on the packaging of import and export commodities should be suitable for national conditions. To improve the competitiveness of commodities in the international market. The popular color refers to the color that is popular in a certain region in a certain period of time. It is the common hobby of people in a certain period of time, with tendentious color. To a certain extent, it plays a positive role in guiding market consumption. In the international market, especially in Europe, America, Japan, Hong Kong and other markets with high consumption levels. Popular colors are more sensitive and effective. It should be noted that when carrying out color design, designers should not blindly pursue popularity, let alone remain unchanged. They should change according to the international situation, market, economy and other characteristics of the times, and adjust people's rhythm and emotional needs. So as to design perfect packaging color

1.3 color elements are characteristic in modern packaging design

from the perspective of information, the application of packaging color is to quickly transmit commodity information and prevent information interference in the market. For this reason, in the packaging design, sometimes for the sake of shelf impact, special methods that go against common sense can be used. For example, some people use black to pack oolong tea, which has achieved good results in the international market. Because dark green and brown filled the tea packaging market, a kind of black packaging suddenly appeared, which naturally became the visual center to promote the sales of goods

2 the application of color elements in modern packaging design in China

the color of packaging is designed for scientific research institutions, which constitutes a visual image through the organic combination of different color lightness, purity and hue. It gives people stimulation and emotional infection, so as to attract consumers to pay attention to the packaging of goods, and arouse their purchase desire and behavior. For the specific design and application of color elements in packaging design, it is necessary to grasp the following important principles. Only when used properly, color can play its role in packaging design

2.1 pay attention to the integrity of color elements in packaging design - the key to the success of packaging design

the effect of packaging design is finally reflected by color. The integrity of color is reflected in the overall treatment of a single package and the impact of shelves. The color used in packaging art design should be as bright and concise as possible. The contrast of pure color is stronger than that of mixed color. Less chromaticity is more eye-catching than more chromaticity. If you can use two chromaticity, you will never use three chromaticity. Paying attention to the integrity of color elements in packaging design is the key to the success of packaging design

2.2 pay attention to the conspicuity of color elements in packaging design - the premise for the success of packaging design

in order to make the commodity eye-catching, so that consumers can find or even buy it in a short time, it is necessary to strengthen the visibility of color in packaging design and pay attention to the conspicuity of color elements in packaging design. Pay attention to the simple, clear and high purity colors to make the packaging colors more eye-catching and easy to identify. This is the prerequisite for the success of packaging design

2.3 pay attention to the memory of color elements in packaging design - the basis for the success of packaging design

facts have proved that colors that are eye-catching, bright, and have strong appeal, appeal and competitiveness are easier to be found and remembered. When designers use colors in packaging design, they should first make them simple and concise. Using monochrome can make the colors unified and easy to remember; Secondly, we should make rational use of hue contrast, lightness contrast and purity contrast, so as to achieve a strong color effect. Moderate contrast can make the color effect clear and clear. It is both impressive and easy to remember. In addition, the primary color and intermediate color can be reasonably used to enhance the recognition and memory. The memory of color elements in packaging design is the basis of packaging design

2.4 pay attention to the coordination of color elements in packaging design - an important link in the success of packaging design

color matching should be considered from the purpose of packaging function, and pay attention to the use of color aesthetic law all the time. The main reason why the packaging is attractive is that the packaging has the main color tone. To determine the packaging color, we should consider the commodity image color. Sometimes the image color of goods determines the main color of packaging. The coordination of packaging color shall be considered according to the product content and nature of the packaging, and shall not conflict with the nature of the packaged goods

3 conclusion

with the high development of material life modernization, people have higher and higher aesthetic taste for commodity packaging color. Therefore, designers should master the development law of commodity packaging color and create commodity packaging with distinctive characteristics of the times. In the packaging design, we should pay attention to the integrity of color elements in the packaging design, pay attention to the conspicuity of color elements in the packaging design, note that the moving distance of the workbench is not less than 1500mm, and pay attention to the memory of heavy color elements in the packaging design and the coordination of color elements in the packaging design

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