Packaging design of the use of color skills

Color application skills in packaging design

Color is the most sensitive factor in visual performance. Color treatment in packaging design occupies a very important position, the overall effect of the color needs to be eye-catching and individuality, can catch the consumer's eye, can produce different feelings through the symbol of color, to achieve its purpose.

Commodity

This is the biggest difference with the general painting color. All kinds of commodities have certain ****same properties. Medical supplies and recreational supplies, food and hardware supplies, make-up and educational supplies, etc. There is a big difference in attributes. And the same type of product can also be subdivided, for example, medical supplies have traditional Chinese medicine, western medicine, therapeutic medicine, tonic medicine, general medicine of different. In this regard, the color treatment should be treated specifically, play the color of the sensory elements (physical, physiological, psychological), and strive for the performance of the typical personality. For example, with blue, green, anti-inflammatory, antipyretic, analgesic, sedative drugs packaging color; with red, brown, tonic drug packaging color.

Advertising

Due to the rich variety of products and the increasingly fierce competition in the market, the visual performance of the sales package in the advertisement is becoming more and more important, of which the color treatment is of course an important aspect. The color effect of the obscure and subtle only negative effect, so we must pay attention to the large color composition of the relationship between the sharpness. Such as "Fuji" film, the contrast between the large white and green, as well as the white background of the red distinctive visual recognition of the degree of processing, so that a small film box is still not lost in the good advertising effect, the white sense of light to maintain the product's attributes of the idea. Another example: Coca-Cola's packaging image has become an international language, the distinctive red and white colors produce a strong advertising effect, while showing the performance of the product.

Uniqueness

① Exotic color

Some of the packaging design of the color, should be according to its attributes of the color, but so that the picture color flow in general, designers tend to go in the opposite direction, the use of unconventional colors, so that the packaging of its products from similar commodities to stand out, the treatment of this color makes us visually extraordinarily sensitive, the impression is more impressive.

② popular color

Popular color, is in line with the fashion of the times, that is, fashionable, trendy color. It is the information of commodity designers, international trade dissemination of signals.

When a certain color tendency is generalized, people feel the lack of new stimulation and charm, and the need for a different visual characteristics, this feature is imitated and popular. The use of popular colors in modern packaging design does bring more and more economic benefits to the product, the majority of visionary entrepreneurs attach great importance to the role of color. Each year, the International Popular Color Association released the popular color, is based on the international situation, market, economy and other characteristics of the times and put forward, the purpose is to give people the heart and atmosphere of the balance, so as to create a harmonious and soft environment.

Ethnicity

Color visual changes in the heart is very complex, it depends on the times, geographical differences, or according to personal judgment and disparity. Various countries, nationalities, due to the social background, economic conditions, living conditions, traditional habits, customs and the natural environment and the formation of different color practices.

For example: in our country on the red since ancient times, to the National Day, the Spring Festival, as small as the individual wedding, birthday, etc., are red to symbolize celebration, good luck. Holiday gift packaging on the color of red.

Yellow is the exclusive color of the feudal emperors in China, marking the sacred, solemn, authoritative, it represents the center. Used in packaging for food color, it gives people a feeling of fruitfulness, sweetness, crispy, is a color that can cause appetite.

Green is the color of grass and trees in nature, the 'color' of green life, symbolizing nature and growth. Close to yellow green indicates a sense of youth, symbolizing spring and growth; fresh green is the color of chlorophyll, will cause appetite, it symbolizes peace and security. The packaging color of tea is mostly green.

The meaning of blue is calm, long, quiet, rational, far-reaching, it also represents the East.

In addition, some countries or regions have certain taboos on color, for example: France taboos dark green, it will remind people of the Nazi uniforms and produce aversion; desert areas of the people, used to the wind and sky, black, sandy, yellow accustomed to yellow, can only be encountered after a difficult journey to the oasis, encountered the survival of the water needed to meet the food and human society, and therefore especially cherish the green; Islamic studies of the minaret, The national flag of the Arabian nation are decorated and symbolized by their cherished green color, and yellow is forbidden. Therefore, we should understand the countries and regions on the color of the favorite and taboos, especially import and export commodities packaging color processing should pay attention to the national conditions, in order to improve the competitiveness of products in the international market.

Now, the depth of market competition, breadth, persistence of sensitivity is unprecedented, whether it is a full range of long-term planning, or seize the moment. When the opportunity to make a decision, everything is based on whether the enterprise has a "surplus value" to act. Fierce market competition to promote the development of production and consumption, while inevitably promoting the renewal of corporate marketing strategy, in which packaging is of course placed in an important position. Color application of commodity, advertising, uniqueness, ethnicity is the embodiment of packaging personalization, color personality is bound to strengthen the visual impact of the packaging, plays a promotional role, and greatly improve the market competitiveness of its products.