Modern psychology research shows that the color of food is closely related to appetite. They find that the red environment will speed up the pulse, and people will have higher blood pressure when they are stimulated by red. Therefore, red food (and red itself) will stimulate appetite. It can also give people a feeling of fullness.
This is the effect of color psychology. Since the mid-19th century, psychology has moved from philosophy to science. With the maturity of color psychology research, the use of color has also entered the field of food science and food industry. In the food packaging, the red color gives a sweet feeling and can convey a sweet taste. Therefore, the orange drink is mostly packaged in red. In addition, the use of red on food, tobacco, and wine gives people a warm, festive, revolutionary association. The yellow color is reminiscent of the freshly baked pastries, which exudes a seductive scent. Therefore, yellow is widely used in the packaging design of pastry tarts to express the aroma of food. When expressing fresh, tender, crisp, sour taste and taste, it is generally expressed in the color of the green series. Just like the emphasis on fresh and crisp, the taste is delicate, the entrance is instant, like the seaweed, the green packaging and the green color of the seaweed itself give the sea a warm blue-blue association, and the successful appeal creates the emotional association under the brand image, which is unique.
Color is an important factor in the design of food packaging. Food packaging with proper color matching will be particularly eye-catching. At the same time, consumers will also be impressed when purchasing goods in the supermarket, which will promote their purchasing behavior.
The use of color must reflect the characteristics of food, show the characteristics of food, while taking into account the psychological needs of consumers and appreciation habits. Through the reasonable use of color and the relationship between colors, it is easy to express the taste of food, such as the use of hard-edged graphics, broken-line patterns and cool colors to express the crispy food.
Color has objective restrictions on ethnicity, region, customs, and abstinence, as well as subjective delusions of different levels of education and culture. For example, some ethnic minorities living in the Loess Plateau and the Yunnan-Guizhou Plateau or people in remote mountainous areas love some bright colors such as red and green, which are combined with the background of the grassland mountains they live in, and the vivid colors show their vitality and Love for life. Most ordinary urban residents prefer light, fresh and bright colors. The Pepsi-Cola, which is not sold in the United States, has failed in Japan because the yellow color in Japan symbolizes the shackles and deaths, and the main color of the Pepsi-Cola trademark is exactly yellow.
Color design must appeal to consumers. The first impression of human vision is the perception of color. Color is also one of the most active and sensitive factors that affect visual perception. Good foods and ingenious designs are like icing on the cake. In the international market, many manufacturers have spent a lot of money on hiring psychologists to design eye-catching and popular colors.
Therefore, according to the different requirements of color psychology, food packaging design can be targeted for manufacturers. However, people's emotions about color will change with the continuation of time and the trend of aesthetics. So how to grasp the trend of fashion color, design the appearance of food that meets the requirements of the times, and strengthen the appeal of food color, maximally It is believed that the language function of food color is an important factor that every food company has to consider.
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