(4) preferences and taboos on color of export packaging design
Due to the differences in customs and habits of various countries and regions, the visual sensations color can convey to people are different. In the same color, this area represents majesty and sacredness. In another area, it is regarded as a scourge and a disaster: the hue that is loved in this country is taboo for people in that country. Therefore, export packaging design should take into account the color preferences of different countries and regions for sale.
1 The relationship between color psychology and world folk culture shows that different countries and peoples are different in temperament, personality, interest, and hobby due to differences in society, politics, economy, culture, science, art, education, religious beliefs, natural environments, and traditional customs. Other aspects are not the same, and they have different preferences for color. For example, U.S. undergraduates prefer white, red, and yellow colors. British men love colors green, green, red, white, yellow, and black. Women's subordinates are green, blue, white, red, yellow, and black.
Red is symbolized as festive, warm and happy in the Chinese and Oriental peoples. It is a traditional holiday color. Women like to marry and celebrate the holidays like to decorate with red. The same green, the most popular color in Islamic countries, because green symbolizes the color of life, but in some western countries it is considered unwelcome for it to contain ambiguity.
Yellow is used exclusively by emperors in Chinese feudal society. It is a symbol of dignity and authority. The common people are not allowed to use yellow. In ancient Rome, yellow was also respected as the color of the emperors. But yellow is considered a traitorous and shameful symbol of the dress of Judah in Christian countries; in Islam, yellow is a symbol of death.
Some colorists also believe that color psychology is related to the natural environment of the region. People in the southern hemisphere tend to accept natural changes. They like strong, bright colors. People in the northern hemisphere feel less sensitive to changes in nature and like soft and dim colors. Italy has a colorist who has done daylight measurements in Europe, and found that the northern European sun is close to the blue fluorescent light color, and the southern Italian sun is yellowish incandescent. People living under a light source for a long time will have habitual adaptation and hobbies. The reason why Italians like the warm colors of yellow and red bricks is that Italy's sunshine is yellowish-orange. Northern Europeans therefore like green and green because of the bluish green color of northern Europe. In the United States, there are regional differences in the introduction of color preferences due to changes in the natural environment. People in the Pacific Rim of San Francisco prefer bright colors, and people in the Atlantic coast centered on New York prefer dark colors.
Even if it is the same area or the same ethnic group, there is a difference in the love of color due to the difference in the living environment. China is a multi-ethnic country, and the love and envy of the embarrassment are also different in all ethnic groups.
In fact, consumers in various countries are quite sensitive to packaging, and specific colors often have different meanings in different countries. People have different colors and hobbies, and there are taboos.
2 The close relationship between color psychology, social psychology and world folk culture Due to social systems, ideology, material wealth, and lifestyle, people's color aesthetic consciousness, aesthetic interest, aesthetic ideal, and aesthetic standards are different. For example, the golden yellow monopolized by the Chinese historical emperor has lost the symbolic meaning of the original noble and authoritative in the modern era; the old Chinese traditional white is funeral. It is taboo to wear white, white, white and white shoes. Now it is different. There is not much to mourn with white cloth. On the contrary, young men and women take wedding photographs and brides wear white dresses to symbolize the purity of love.
At one time, the change of people’s color hobby in a region was greatly influenced by social psychology. The so-called "fashion color" is a product of social psychology. The ideological trend of the times, the emergence of new schools of culture and art, the achievements of modern science and technology, and even some anomalous phenomena in the natural world and the major political events in the world may all have a certain effect on the color psychology of people. .
If you like white, cleanliness is the most beautiful: Islamic clothing is mostly white, and the white round hat worn is known as the "cap." White worship is also reflected in clothing, food, housing and living. Tibetan women in China prefer to wear a white felt-shaped hat or a white beaded belt and wear a white pleated skirt. When a 15-year-old girl enters an adult ceremony, she uses her milky whitewash to wash her face, and she wears a white wedding dress. In the air, the guests are transformed into the air. The most grand gift to the guests is white Hada. The Dai ethnic group prefers clothing made of white linen cloth to be wrapped in white cloth. Witches, priests, doctors, and others all have professional white clothes. For example, wizards wear white clothes and their outer covers are covered with sheepskins. Tibetan houses are also expensive with white accounts. White walls are painted on the walls of houses. White prayer flags are also inserted in the roofs of the houses. The Yi villages are "they use white for good and black for evil." As can be seen from the above examples, there are certain Any psychological thoughts of the region, time, environment, and society will have a certain effect on color design. This export product packaging design should study the relationship between color psychology and social psychology in the sales region.
3Personal differences in color psychology and orientation in folk culture Color preferences vary not only with age, gender, ethnicity, and region, but also with people of the same age, gender, race, and region because of their personality, temperament, and circumstances. There are differences in life experiences.
People of different temperaments have their own preferences for color. According to Paplow’s psychology, people’s temperament can be divided into four types. Bile people are energetic, they are easily emotional, they are impatient, they are impatient, their mood changes violently, and they have more blood. People are flexible in activity, sensitive and rapid in response, easy to change their interests, like to communicate with people, mucilagins are quiet, steady, slow to respond, unmotivated, unresponsive, stable in intentions and emotions, melancholy people are lonely, weak and tiring, words and deeds are slow, Experience profound and good at realizing small things that others are not aware of. People of different temperaments have different psychological characteristics. Their attitude towards things and the emotions they reflect are different. There are also differences in the examination and perception of color. Mars Lucia, a professor of psychology at the University of Baslu, carried out a long-term study of the correspondence between color and personality and wrote a monograph "Color and Character". She proved through tests that people who like blue are introverted and easily sad. Most of them treat people according to their traditional habits, and they are calm in their distress, hoping to live and work in peace, and live a peaceful life. People who like red are often characterized by more bloody characters and masculinity. They are energetic, passionate, energetic and affectionate. , Impulsive, enterprising and winning; people who love yellow have wisdom, pursue ideals, cherish time, extrovert, pursue reputation, prestige, and power; green people are decisive, strong-willed, stubborn, self-respecting, Hope is high; people who love purple are romantic, attractive, careful, emotionally unstable, lacking in self-esteem, and immature. Looking at color, some people only pay attention to whether the color is clear, whether it is saturated, and whether it is pure. Their attitude toward color is intellectual, cold, and lacking in sentiment. Some people look at the color emphasis on the physiological experience, only pay attention to whether the color is pleasing to the eye, they do not like the color of too much stimulation, do not like the color of too ambiguous, that the color of overstimulation or over-deterrence is easy to make people look tired. They do not pay attention to color beauty and no beauty. The criteria for evaluating color are mainly whether color stimuli cause physiological pleasure.