Color is the most sensitive factor in visual performance. The processing of color occupies a very important position in the packaging design. The overall effect of color needs to be eye-catching and individualized. It can capture the eyes of consumers and can produce different feelings through the symbol of color to achieve its purpose.
In the visual manifestation of packaging design, the commonness and individuality of color have their own independent connotations, and they also take care of each other and combine with each other. Impairing the individualized performance of color style is tantamount to weakening the market competitiveness of its products. However, if the color performance of a product is out of the foundation of most people's common understanding, or can not evoke people's feelings of achieving a certain commercial purpose, this Individuality that is completely separate from certain commonalities is unsuccessful even if it is unique. It is necessary to have a certain commonality typical, but also have a unique personality, this packaging can be invincible in the market competition.
The individualization of packaging colors is reflected in the following aspects:
Merchandise This is one of the biggest differences from the colors used in general painting. All kinds of commodities have certain common attributes. Medical supplies and entertainment supplies, food and hardware supplies, cosmetics, and cultural and educational supplies have great differences in attributes. The same kind of products can also be subdivided, for example, medical supplies are different from traditional Chinese medicine, western medicine, therapeutic medicine, tonic medicine, and general medicine. In this regard, the color processing should be specifically treated, and the color sensory elements (physics, physiology, and psychology) should be used to achieve the performance of typical personalities. For example, blue and green are used to represent anti-inflammatory, antipyretic, analgesic, and sedative drug packaging colors; Coffee color means nourishing medicine.
Advertising Due to the increasingly rich variety of products and increasingly fierce market competition, the advertising of visual packaging for sales and packaging is increasingly important. Of course, color processing is an important aspect. The obscureness and subtlety of color effects are only negative, so attention must be paid to the sharpness of the large color composition relationship. Such as "Fuji" film, a large white and green contrast and a bright red white background, so that a small film box still does not lose a good advertising effect, white light to maintain the product's attribute ideas. Another example: Coca-Cola's packaging image has become an international language. Vivid red and white colors have produced a strong advertising effect, and at the same time the performance of the product.
Uniqueness 1 Specific color Some colors in the packaging design should be color-matched according to their attributes, but the color of the screen will be in general. Designers often go against it and use anti-conventional colors to make their products packaged from similar products. Outstanding, this color processing makes our vision more sensitive and more impressive.
For example: In general, tea is packaged in green, but some use black or red as its packaging color. Black indicates that the tea is nutritious and nourishing, and red indicates that the tea tastes strong. This use of color is a specific color.
The fashion colors of the 2 popular colors are the colors that conform to the fashion of the times, that is, fashionable and fashionable colors. It is the information of the commodity designer and the signal of international trade dissemination.
When a certain color tends to be generalized, people feel a lack of new stimuli and charm, but also need a certain kind of different visual features. This feature has been imitated and popularized. The use of fashion colors in modern packaging design does bring more and more economic benefits to the product. The vast number of entrepreneurs with great insight have attached great importance to the role of color. The popular colors released by the International Fashion Color Association every year are based on the characteristics of the international situation, market, economy, and other times. The purpose is to give people a balance between mind and atmosphere, thereby creating a harmonious and soft environment. For example, in the early 1980s, when France was popular in black and black was expensive, there was a black style of female cosmetics.
The psychological changes produced by the national color vision are very complicated. It varies according to the times and regions, or varies according to individual differences. All countries and nationalities have formed different color customs due to social background, economic conditions, living conditions, traditional customs, customs, and natural environments.
For example, in China, red has a soft spot since ancient times. It has grown to national day and the Spring Festival, as well as personal weddings, birthdays, etc., all of which symbolize joy and good fortune in red. Holiday gifts are often colored in red.
Yellow is the special color of our country's feudal emperors, symbolizing sacred, solemn, and authoritative. It represents the center. Used in the packaging for food color, it gives a rich, sweet, crispy feeling, is a color that can cause appetite.
Green is the color of vegetation in nature, and it causes appetite. It symbolizes peace and security. The color of tea leaves is mostly green.
The meaning of blue is calm, long, quiet, rational, and far-reaching. It also represents the East.
In addition, some countries or regions have certain taboos regarding colors. For example, the French taboo is dark green and it is reminiscent of Nazi military uniforms. The people in the desert areas are used to seeing the wind and darkness, and the yellow sand is long, and it is common to Huang Xi. The oasis can only be encountered after a difficult journey. It meets with the water, food, and human society needed for survival. It cherishes the green in particular; the bucolic towers of Arab churches and the Arab national flags are all decorated with their cherished green. Symbol, taboo yellow.
Therefore, it is necessary to understand the preferences and taboos of color in various countries and regions. In particular, the color processing on the packaging of import and export commodities should be adapted to the national conditions so as to increase the competitiveness of products in the international market.
Nowadays, the depth, breadth, durability, and sensitivity of market competition are unprecedented. Whether it is all-round long-term planning or seizing the opportunity, it is timely to act decisively and everything is based on whether or not the company has "surplus value". Fierce market competition has driven the development of production and consumption, and at the same time it has inevitably promoted the renewal of corporate marketing strategies. Of course, packaging has been placed in an important position. The application of color, commodity, advertising, uniqueness, and nationality are examples of the individualization of packaging. The individuation of color will inevitably enhance the visual impact of packaging and play a role in promotion, which will greatly increase the market competitiveness of its products. (Author: Li Fan Hubei Institute of Technology College of Art and Design)
In the visual manifestation of packaging design, the commonness and individuality of color have their own independent connotations, and they also take care of each other and combine with each other. Impairing the individualized performance of color style is tantamount to weakening the market competitiveness of its products. However, if the color performance of a product is out of the foundation of most people's common understanding, or can not evoke people's feelings of achieving a certain commercial purpose, this Individuality that is completely separate from certain commonalities is unsuccessful even if it is unique. It is necessary to have a certain commonality typical, but also have a unique personality, this packaging can be invincible in the market competition.
The individualization of packaging colors is reflected in the following aspects:
Merchandise This is one of the biggest differences from the colors used in general painting. All kinds of commodities have certain common attributes. Medical supplies and entertainment supplies, food and hardware supplies, cosmetics, and cultural and educational supplies have great differences in attributes. The same kind of products can also be subdivided, for example, medical supplies are different from traditional Chinese medicine, western medicine, therapeutic medicine, tonic medicine, and general medicine. In this regard, the color processing should be specifically treated, and the color sensory elements (physics, physiology, and psychology) should be used to achieve the performance of typical personalities. For example, blue and green are used to represent anti-inflammatory, antipyretic, analgesic, and sedative drug packaging colors; Coffee color means nourishing medicine.
Advertising Due to the increasingly rich variety of products and increasingly fierce market competition, the advertising of visual packaging for sales and packaging is increasingly important. Of course, color processing is an important aspect. The obscureness and subtlety of color effects are only negative, so attention must be paid to the sharpness of the large color composition relationship. Such as "Fuji" film, a large white and green contrast and a bright red white background, so that a small film box still does not lose a good advertising effect, white light to maintain the product's attribute ideas. Another example: Coca-Cola's packaging image has become an international language. Vivid red and white colors have produced a strong advertising effect, and at the same time the performance of the product.
Uniqueness 1 Specific color Some colors in the packaging design should be color-matched according to their attributes, but the color of the screen will be in general. Designers often go against it and use anti-conventional colors to make their products packaged from similar products. Outstanding, this color processing makes our vision more sensitive and more impressive.
For example: In general, tea is packaged in green, but some use black or red as its packaging color. Black indicates that the tea is nutritious and nourishing, and red indicates that the tea tastes strong. This use of color is a specific color.
The fashion colors of the 2 popular colors are the colors that conform to the fashion of the times, that is, fashionable and fashionable colors. It is the information of the commodity designer and the signal of international trade dissemination.
When a certain color tends to be generalized, people feel a lack of new stimuli and charm, but also need a certain kind of different visual features. This feature has been imitated and popularized. The use of fashion colors in modern packaging design does bring more and more economic benefits to the product. The vast number of entrepreneurs with great insight have attached great importance to the role of color. The popular colors released by the International Fashion Color Association every year are based on the characteristics of the international situation, market, economy, and other times. The purpose is to give people a balance between mind and atmosphere, thereby creating a harmonious and soft environment. For example, in the early 1980s, when France was popular in black and black was expensive, there was a black style of female cosmetics.
The psychological changes produced by the national color vision are very complicated. It varies according to the times and regions, or varies according to individual differences. All countries and nationalities have formed different color customs due to social background, economic conditions, living conditions, traditional customs, customs, and natural environments.
For example, in China, red has a soft spot since ancient times. It has grown to national day and the Spring Festival, as well as personal weddings, birthdays, etc., all of which symbolize joy and good fortune in red. Holiday gifts are often colored in red.
Yellow is the special color of our country's feudal emperors, symbolizing sacred, solemn, and authoritative. It represents the center. Used in the packaging for food color, it gives a rich, sweet, crispy feeling, is a color that can cause appetite.
Green is the color of vegetation in nature, and it causes appetite. It symbolizes peace and security. The color of tea leaves is mostly green.
The meaning of blue is calm, long, quiet, rational, and far-reaching. It also represents the East.
In addition, some countries or regions have certain taboos regarding colors. For example, the French taboo is dark green and it is reminiscent of Nazi military uniforms. The people in the desert areas are used to seeing the wind and darkness, and the yellow sand is long, and it is common to Huang Xi. The oasis can only be encountered after a difficult journey. It meets with the water, food, and human society needed for survival. It cherishes the green in particular; the bucolic towers of Arab churches and the Arab national flags are all decorated with their cherished green. Symbol, taboo yellow.
Therefore, it is necessary to understand the preferences and taboos of color in various countries and regions. In particular, the color processing on the packaging of import and export commodities should be adapted to the national conditions so as to increase the competitiveness of products in the international market.
Nowadays, the depth, breadth, durability, and sensitivity of market competition are unprecedented. Whether it is all-round long-term planning or seizing the opportunity, it is timely to act decisively and everything is based on whether or not the company has "surplus value". Fierce market competition has driven the development of production and consumption, and at the same time it has inevitably promoted the renewal of corporate marketing strategies. Of course, packaging has been placed in an important position. The application of color, commodity, advertising, uniqueness, and nationality are examples of the individualization of packaging. The individuation of color will inevitably enhance the visual impact of packaging and play a role in promotion, which will greatly increase the market competitiveness of its products. (Author: Li Fan Hubei Institute of Technology College of Art and Design)
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