Analysis of Color of Goods Packaged

Commodity packaging is an important part of a commodity. It is not only an indispensable outer garment, but also a miniature of the image of a commodity manufacturing company. At the same time, it plays a role of protecting commodities, facilitating transportation, sales, and consumer purchase.

Of all the factors that make up the packaging of a product, the impression of color is the longest in human visual memory. Colors have a head start, and people’s first impressions of goods are also derived from the color of the packaging. Therefore, color plays an important role for commodities that require strong shelf impact. The choice of colors is crucial for packaging design. The main colors of good goods packaging will be particularly noticeable, not only inducing consumers to think of the exquisite and moving parts of goods through color-consistent product packaging, but also directly stimulating consumers’ desire to purchase. Packaging color design has been valued by more and more companies and product packaging designers. This requires our packaging designers to design products that meet the identities of consumers and can quickly capture the eyes of consumers in order to improve corporate products. Competitiveness in sales.

As a packaging designer, you must understand color knowledge and performance skills.

First, packaging color is the organic unity of realistic colors and decorative colors

The natural reproduction of natural colors on the screen is called realistic color, and the decorative color is based on the deep feelings obtained from natural colors, and is cast in the works according to the designer’s own thoughts, feelings, and creativity, and uses various artistic techniques. Skills, recombination of natural colors, to make full use of the artistic appeal of color in order to achieve more ideal results, so as to better show the theme of the design works.

The realistic color requires scientifically and objectively observing and analyzing the relationship between the light source color, the environment color, and the object color of the natural scenery. The decorative color is focused on discovering and studying the formal beauty of natural colors, and studying the contrast and harmony between various hue, lightness, and saturation in natural hue.

Packaging color is the organic unity of realistic colors and decorative colors. The color of the package must be based on the color of the actual product, but it is not limited by the color of the product. It can be summarized and refined based on the color of the product, and subjective imagination and creation can be boldly made according to the needs of decorative beauty. , thus giving the product packaging specific emotions and connotations.

Second, the design of color in commodity packaging

The color of merchandise packaging will stimulate people's physiology and psychology. When we look at colored objects, we will have different feelings. This is mainly due to differences in people’s age, occupation, gender, life experience, living habits, and living environment. Therefore, savvy packaging designers use commodity colors for temperature, color for weight, color for softness and color, color for emotion, and color for luxury and simplicity. They are designed for product packaging based on their own characteristics. Can quickly capture the personalized color of the consumer's line of sight to attract consumers' attention.

1, the color temperature sense. The green, blue, and purple phases can give people a feeling of quietness and coolness that are similar to cold, while red, orange, and yellow phases can give people a feeling of warmth, warmth, and excitement that are close to warm.

2, the sense of color weight. The light and heavy sense of color is an effect visually produced by the high and low saturation of hue. Any color that feels heavy is a color with high hue saturation, and a low saturation value is lighter. The hue of color is different because of its purity (saturation) value, and its lightness and weight are different.

3, color sense of distance. Far and near color sensations are caused by the cold and warm relationship of colors acting on people's visual sensations. Cold colors usually give people a sense of far-off. The blue mountains of nature give people a sense of far-off; warm colors give people a sense of proximity.

4, color expansion and contraction. The color sense of expansion and contraction is visually produced by the different brightness of the color. Usually, the bulging color is light and the color is dark. Compared with gray and white, white is a swell, which means that the lightness of color reflects the light and the volume of things.

Different colors bring people different feelings. For example, in order to reverse the trend and green Fuji and Huang Koda, the domestic Lucky Films set off a red storm in the capital and formed a strong contrast with Fuji and Kodak. The gentle seven-star cigarettes are mainly blue and white, and the advertising screens of the blue sky and white clouds give people a fresh and natural feeling. Vivi's soy milk enhances the appetite of consumers and is packaged in yellow. Most wines are served in black bottles to enhance their sense of luxury. It is the color of the packaging of these products that meets the physiological and psychological characteristics of the consumer. This enables the consumer to quickly make a decision and choose this product among similar products. This speeds up the sales of the company's products.

Third, the role of color in packaging design
1. Color enhances consumers' recognition and memory of products

In the packaging design of goods, we must design the colors that can be clearly discerned by the consumers. This will help people identify various commodities. In psychology, consumers' attention is divided into intentional attention and unintentional attention. When consumers first come into contact with a certain product, the attention to the packaging of the product is not intended to be noticed, but when the consumer purchases the product again, it will pay attention to the color of its packaging. Therefore, the color of commodity packaging should be designed to have its own characteristics, so that consumers have a deeper visual memory of this packaging color, so that consumers can quickly purchase the same product the next time. The general rules of color memory are as follows:

(1) Usually color is easier to remember than graphics;

(2) Easy to remember with simple colors, simple graphics, more diverse colors, and more complex graphics;

(3) The higher the purity of the color, the easier it is to remember; the solid color is easier to remember than the intermediate, dark, or turbid colors;

(4) Monochrome, brighter than complex colors, dark colors are more easily welcomed.

For example, "Chinese toothpaste" its main color is warm color. The color is dominated by a large area of ​​yellow and a part of orange and red, with a small part of sky blue. Red orange is a typical warm tone, and the pure, bright and striking red makes the brand name "China" very prominent; while the large bright yellow area serves as the background of the "hit toothpaste" plus a streamlined symmetrical figure that resembles water droplets. Just like the toothpaste that has just been squeezed out, it makes people think of it and it's dynamic and cleverly expresses the function of the toothpaste (prevention). The orange color between red and yellow is just the color between red and yellow. The color transition is soft and natural; the sky-blue "active calcium fluoride formula" has reached the balance of color from the sensibility, giving a very perfect feeling.

2, the pleasantness of packaging color design

To carry out packaging color design should also be based on the consumer's different customs, grade requirements and age, gender differences emphasize the pleasant nature of color. In Tibet, white symbolizes holiness, and in most parts of the country, white is the color used in funerals. When it is used, it should be considered in terms of regionality. The packaging of men and the elderly should be prudent, dignified and of good taste. The packaging of women and young people should be romantic, warm, and lively in color, while the color of children's products should be bright, jumping, lively and bright. Cakes, cakes, and other foods are mostly yellow in color packaging and are a symbol of scent. Teas, coffee, whiskey, beer and other beverages are used in brown tea. They are rich in flavor. Carrot juice is packaged in orange, milk powder is milky white, and toothpaste skin is generally white. Lemon shampoo packaging designed into lemon yellow etc. These methods of using the color of the product itself to reproduce the colors on the package are the most likely to give people the association of the homologue of the species, so that people can be physically and psychologically coordinated, and the desire to purchase can then be generated.

The use of visualized colors to enable buyers to recall items is an important means of designing colors. Of course, there are also counterproductive phenomena. Mineral water and pure water in beverages are often non-blue or green in the color of packaging, and Wahaha pure water uses red boldly. It seems that people in a red, hot environment are thinking about thirst-quenching purity. Water receives a different effect.

3. The nationality of packaging color design Humans constantly put forward new requirements for design art. From the 1980s when "design obeys consumer demand" to the "design-led consumption" of the 1990s, to today's 21st century, "design is cultural and "Economics", the concept is constantly updated. At present, China's design ideology emphasizes modernity and fashion more, and it is in line with international standards. Of course, there are many essences in western culture, including Western packaging color design, that we should learn from and absorb, but at the same time, those with strong national cultural traditions, or have their own unique visual elements and cultural implications. Packaging, more aesthetic value. The nationality of designing works is a precondition for it to be universal. Only individual and ethnic things can be recognized in world cultural exchanges. The pursuit of the nationality of packaging color design is an important aspect of maintaining the cultural personality of a nation, enhancing the closeness of packaging to consumer culture, and improving the design standard. Different cultures and different cultures lead to different cultural concepts, directly or indirectly, in their own design activities and products. For example, the German design style is expressed in a scientific, logical and rigorous, rational style; while the Japanese design ideas are embodied in novelty, dexterity, exquisiteness, unique rules and full of human characteristics, etc. These designs are all reflected The personality and characteristics of cultural concepts of various ethnic groups; again the smoothness, completeness, symbolism, and completeness and symmetry of Chinese packaging design styles also reflect the introverted psychological characteristics of the Chinese nation and the ideology of relative ecological materialization.

Fourth, packaging design class teaching

The objects demanded in the society are often those designers who have practical work experience. How do the graduates get actual work experience? How to set up an adaptable bridge between campus and society and market, and the practical link in teaching activities is very important. In the packaging design education, there is a clear complementary relationship between the practice and classroom teaching. The characteristics of the practice link itself determine the irreplaceable role of other classroom teaching in training new talents for packaging design. So how do you teach in practice? I explain from the following aspects:

1. Adhere to market demand for design orientation

The packaging of goods is for the sale and use of goods. Therefore, whether it is the selection of materials or the design of packaging colors, we must follow the laws of the market. Victorian packaging is luxurious in color; after the appearance of self-selected shopping malls, the design of colors tends to be simple and clear; people are now concerned about environmental issues and advocate a conservation-oriented society. Therefore, packaging design should follow the trend of the times. Designers must follow this rule and design. Outstanding works.

2, the application of outstanding ability training

Teaching in practical courses pays great attention to the cultivation of hands-on and practical abilities. I think students should be allowed to observe more in the process. Designing is not just learning theory and designing in the classroom. The most important thing is to get out of the campus, go to the society, and do it by hand, to comprehend and experience the process of color application in packaging design. As mentioned above, the application of packaging colors has a strong national and regional nature. Students should collect relevant data in a targeted manner to understand various customs and conditions.

3, training and learning observation training requirements

Practical courses should highlight the cultivation of application abilities. The packaging color design process is a continuous process of continuous learning and revision. In this process, students must go deep into the society and the market to observe and learn. For example, what are the characteristics of the color design of medicines? Why does China's wine packaging use red and gold? Only when the students are in the market can they deeply understand the trend of color application in a certain product packaging design, so as to design packaging that meets the needs of the market. Stick to practice and go to practice.

In short, color in the packaging design of goods, with its unique connotation, role and characteristics, play a color beautification function, play a marketing function in the sale of goods. The use of color should take into account the psychological and social factors of color, such as the psychological response caused by color, the emotions and images of color