Research on the Color Elements of Modern Packaging Design

[Abstract] packaging color design success, can bring to consumers to meet the material and spiritual, pleasing, apart from the high quality of life experience under the color scheme, which is the color for packaging for the product, for more and more concerned with image The importance of society.

[Key words] packaging design color attention attractiveness vitality

Throughout the ages, color plays a very important role in our lives. You have to admit that its relationship with our lives is so intimate. No one can live in a colorless world. The colors make this world colorful and exciting. Similarly, it can also change our mood and influence our views on certain things. So much so that modern packaging design depends more and more on the collocation of colors. To a certain extent, it even determines the success of a piece of packaging.

Mr. Cai Qiren once said that a design work generally contains three elements: color, image, and text. Of these three elements, color is more important. Mr. Cai explained that people are quite sensitive to color. When they first contact a design work, the first thing they draw attention to is the color of the work, followed by the image, and finally the text. Fine products, it seems that Mr. Cai's comments are more suitable for packaging design work, because packaging design is a design section that most directly affects product sales. Whether or not it is successful will depend first on consumer choice. Consumers are the sole judges. For consumers to choose, they must first get their attention. So it's not hard to find that many packaging designers nowadays are always racking their brains to express the qualities of each color, because they believe that at the moment when the consumers and the colors meet, they can feel there or be gentle, or Violent, or sweet, or refreshing colors, it conveys to you information.

First, color captures the attention of consumers

From the aesthetic perspective of color psychology, color can visually attract consumers' attention and infect consumers, thus enabling consumers to have a strong ability to identify and memorize products. Successful packaging works can also enable consumers to buy it once, and when they next choose a product, they can still recall it, which in turn triggers the desire to buy again. As an example, Coca-Cola, with its bright red packaging, gives people a strong visual impact, inspires consumers' desire to buy, and opens the market in the world. Similarly in the domestic "Hainan coconut juice" in black packaging, in a variety of beverages and food packaging is particularly special, causing a strong visual contrast, reaching the consumer's attention. It can be seen that the main color of the goods packaging is particularly noticeable, it can directly capture the attention of consumers, so that customers through the bright symbolic colors, initiate associations, cause emotional activities, resulting in consumer motivation for this product, to promote purchase behaviour. Obviously, the color characteristics of the package are more memorable than the shape design.

From the moment the supermarket has emerged in every corner of the world, modern and open commodity shelves have become the stage where packaging designers compete. Products are dazzling, dizzying, dazzling, and the same kinds of goods also have innumerable different brands and specifications. Make it difficult to make decisions decisively. But soon, our designers discovered that in this case, the most inducing factor in people's decision-making process is the color effect of the packaging and packaging of the goods, especially the color of the packaging, the good packaging color, can be reflected in the side Good product quality gives consumers a sense of peace of mind and trust. When consumers do not see the product the first time, tell them that choosing "I" is correct.

Therefore, to seize the attention of consumers, we must highlight the personality of the product, we must strengthen the image of the impact through a unique packaging color. In the VI system of corporate image recognition, one of the important application areas of corporate identity color is commodity packaging, because commodity packaging plays a direct role for consumers in the front line of marketing, good color choice, and can guarantee an effective, large area. Display products, even the unique image of the company.

Second, the attractiveness of color increase products

The choice of packaging color is mainly determined according to the packaging, the role is to reveal or reflect the inner packaging by the external packaging color, so that people can basically perceive or think of the internal packaging when they see the packaging. This is the most basic requirement in the application of packaging colors. It conveys wrong information. Then, this packaging is a failed work. At least, it fails in color. In addition to the description of commodities, color is more of a beautification of the product, making the image of the product more “moisturizing”, thereby increasing the attractiveness of the product and excelling in a dazzling array of similar products.

From the analysis of the industry, the main colors of foods are usually yellow and pink. They are mainly used to describe the feeling of warmth and intimacy. In addition, they also contain sweet and comfortable taste. Of course, tea beverages are green, giving people a sense of the original flavor of the tea; beverages, green and blue, fresh and thirst-quenching; lots of red, alcoholic, and pastries with added red The grades also satisfy the joyous feelings when the consumers give gifts to their relatives and friends; children's food is made of rose and bright yellow to cater to children's colorful interest.... The daily color of daily use cosmetics mainly uses rosy, pink, light green, light blue, dark brown as the main color to highlight the warm and elegant feelings, which are selected according to different users, ladies products are generally used in light colors More, highlight the pure and pure products; men's products are more common with dark colors, especially black, dark blue, reflecting the beauty of male masculinity; children's products tend to pink series, pro-Xin, mild, showing the care of motherhood. The majority of electronic and electrical products tend to be blue and emphasize scientific and technological content. The packaging of drugs is mainly green and blue, reflecting the meaning of health, longevity, and scientific meaning. After customers see it, they are physically and mentally comfortable, and purchases are more secure. But ultimately, these color selections depend on the color of the internal packaging, and how the marketers want to convey to the customer what they want, such as delicious, comfortable, gentle or noble, full of technical content, and environmental protection. On the packaging, the color plays the role of the marketer, silent propaganda, through the artistic display, strengthens the image of the product, and captures the consumer's inner desire. From the perspective of performance characteristics, the cakes and pastries are mostly colored with gold, yellow, and light yellow to give people the impression of scent. The tomato juice and apple juice are often red, and the concentration indicates the nature of the item. Women's skin care products are commonly used in white products. Has the whitening and cleansing effect. Although some packages do not use the same colors as the above-mentioned products, they look closely. If the design of the package is written by one's own family, then in the outer packaging, it is accurate. There is a symbolic color block, color point, color line, or focused content focused on that color, which should be the masterpieces of the masters. With the continuous development of the design industry, subtlety and metaphor are increasingly Being optimistic about the packaging design industry, many food packaging and some make-up packaging, garment packaging, and even some traditional wine packaging can find many examples. However, it cannot be said that color will lose the role of transmitting information. On the contrary, it will increase the appeal of goods to consumers.

Third, the color gives the product vitality

The product has no life, but the package gives it vitality and the color gives it soul. Before describing this point, we must first analyze the principle of color and its emotional world.

In the color can not be decomposed, and can be deployed with other colors, such as red, yellow, blue, which is the primary color, that is, the three primary colors. A color that is a mixture of two original tones is called inter-color, such as red and yellow are orange, yellow and blue are green, and blue and red are purple. Duplex color is a color that is made up of two inter-colors, such as orange, green, orange, and so on. Complementary color refers to an inter-color between the primary colors, or colors that appear with the complex colors, such as: red and green, yellow and purple, orange, and blue. The above three colors, in turn, are called the first color (primary color), the second color (inter-color), and the third color (the complex color). The complex color may also be called the inter-color, and the complementary color Complex colors appear and appear. The three major elements of color are the hue, purity, and lightness of the color, and the hue is the characteristic of the color and the difference between them. Because of the different wavelengths of light waves acting on the human retina, people have different colors. Hue specifically refers to red, orange, yellow, green, cyan, blue, and purple. It mainly reflects the inherent color and warm and cold feeling of things. Purity refers to the degree of pigment saturation. The purity of color reflects the sense of quantity of things. The purity of the seven colors of red, orange, yellow, green, blue, blue and purple is the highest. In each color, such as red, vermillion, pink, and blush, the purity is lower than that of red, and the purity between them is also different. Brightness refers to the extent to which the color is dark and light. All colors have a difference between light and dark levels. This level is "black", "white" and "gray". Among the seven colors of red, orange, yellow, green, cyan, blue, and purple, the brightest of the brightest colors is yellow, orange, and green, red and green are again, and the darkest are blue and purple. The change in color brightness, that is, the change in depth, makes the color layered and has a three-dimensional effect. Different colors, the light waves affect the human retina make people feel different, so the face of different colors people will produce cold and warm, light and shade, light and strong, strong and weak, distance, expansion and contraction and other feelings, these feelings are people's psychological and Visual emotional reflection is a sense of contrast. This contrast of colors has a strong visual effect and is extremely informative. Red, it gives a feeling of enthusiasm and joy, people use it to display information such as burning life, vitality and tense dangers; blue, it gives a calm, broad feeling, people use it to represent the future , high-tech, thinking, wisdom and other information; yellow, it gives a warm, eye-catching, light feeling, people use it to express information such as light, hope, softness, attention; green, it gives people a fresh, peaceful and healthy feeling People are used to express information such as growth, life, environmental protection and safety; orange, it gives people an exhilarating, mature and fresh feeling. It is a color that is very popular with people. It is often used in fashion jumping occasions, and often shows delicious and warm food. Information; purple, it gives people an elegant, noble, romantic feeling, people use to express long, esoteric, rational, noble, indifferent and other information; black, it gives people a noble, classic feel, people used to express solemn, hard, Men, industry and other information; white tone It gives people a feeling of tranquility, purity, and nobleness. People used to represent clean, cold, innocent and other information.

The color on the package, like its vitality. The successful use of color allows consumers to experience the characteristics of the product in terms of color, and appreciate the sweetness, freshness, gentleness, and vitality brought about by the characteristics. Like the magic wand, color gives vitality to the product in an instant. Also enumerating Coca-Cola's packaging colors, bright red, conveys the energetic charm of the product, it seems that shouted out the passion and power of the product; look at the main colors of the packaging of Philips brand products, a typical blue tone choice, give a kind of The broad sense in the field of science and technology and the taste of high-tech products reflected in the product; Carlsberg selected the green tone on the packaging, environmental protection, fresh, rest assured, a kind of intimate feeling, people feel the refreshing product and the eternal life; The packaging of Fanta's soda is orange, delicious and healthy. At the moment of seeing it, it immediately penetrates into people's hearts, passion, and blood. Lai Ying Fang mainly sells baby products and uses pink series on the packaging. It is mostly pink and yellow. It seems to be more than a kind. It also seems to have more of a mild sense of motherhood. The product is not yet available, warm, like the feeling of a mother’s hand. Has been revealed from the product, slowly sliding into the hearts of consumers. More and more products, with the special role of color, activate their own lives, but also activate the desire of consumers to buy.

The charm of packaging colors is not small, but there are also many inspirations for our designers. If the color is not properly selected, it will make the quality of the product packaging