Interpretation of Color Psychology in Packaging Design

Eaton once said: Color is a force. Whether we are aware of it or not, the effect of color is not only visually. And it should be psychologically experienced and understood. "Goethe once said:" Color has a role in the human mind. It stimulates the feeling. Evoke emotions that make people excited or make people happy. "People are social animals that can't leave the society and exist independently. So people's vision at the same time as their command system feels the color under the control of the brain. At the same time, the brain complicates the problem so that the color feeling is accompanied by certain physiological and psychological reactions." Produce, thereby affecting people's emotions and thoughts. Any color or combination of any color will stimulate some emotions in people's hearts through perception.

The railing on the Frayas bridge over the Thames in England was a boring black suicide. Many people later listened to the opinions of psychologists and reduced the number of people who committed suicide by two thirds. 2. In California, the guardian of a prison was harassed by prisoners looking for trouble. one day. He accidentally changed a group of furious prisoners into a pink prison cell. 1. Those who were originally raging like criminals seemed to calm down as they took sedatives. The watchman was inspired. The prison cell was painted pink. As a result, incidents of prisoners’ incidents were reduced in modern life. When people see the red and blue marks on the faucet, they know that the red side is out of the hot water and the blue water is cold, and the red stop of the traffic signal stops. The orange-yellow watch “pays attention” to the green watch. People in all countries have common signals that can be understood without any written explanation.

Similar to the above application example of color psychology, there are many colors of charm that truly exist in our lives, changing our face and living space. With the improvement of people's living standards, we have increasingly attached importance to the practical application of color psychology in the design of medical care, education, catering and entertainment, commercial promotion, transportation and construction and Decoration. Studying color psychology has very important significance for the application of design. Appropriate use of color for people's feelings. Can promote physical and mental health, create a comfortable atmosphere, improve work and study efficiency, help product promotion, reduce accidents. Increase the fun of life...

The primary purpose of product packaging and decoration design is to attract people's attention. Research shows that each customer's time to scan the supermarket shelves is only a short 0.03 seconds. Therefore, the color design of the packaging of goods should be attractive enough to capture the customer's consumer psychology. It promotes the desire to buy and allows people to understand the basic situation of the product as quickly as possible. The relationship between color and psychology has received a great deal of attention in product packaging, commercial promotion and so on. For example, Canada has a fruity mineral water called CLEARLY CANADIAN. Its bottles are rendered in a faint blue color to create a more natural and healthy feeling for the customer than ordinary water. This marketing strategy has been very successful (Figure 1).

Just like a psychologist, market consultant Rosso Faustinge once said: "Color plays an implied role. It is a condensed message containing various meanings." In general, yellow and orange are used Stimulate and attract customers' attention (Figure 2) Red has become the endorsement color of health supplements (Figure 3) j pink is usually associated with female products (Figure 4) Purple is usually noble, elegant Feelings, so used to foil high-end or luxury goods (Figure 5); green and brown can cause a natural and cool feeling, often used as a package of environmental protection products, health refreshments (Figure 6); and blue is suggestive Clean and quiet (Figure 7) or spiritual stability, nowadays blue gives people a strong sense of modernity (in the 20th century, the United States IT industry giants in the 20th century - IBM set off a corporate image to integrate The brainstorming of the aim was praised by the industry as the “blue revolution.” Since then, the habit of “blue” representing the “high-tech, high-intelligence” industry field has been formed, and more and more high-tech exhibitions are now Will use blue for background).

In business colors. Due to the existence of color psychology, some rules for the use of color are gradually formed. For example, black is rarely used in food-related products and in the packaging of cigarettes because black is easily associated with death, and black cigarette packaging makes people associate with grJN cancer. Too much yellow can be psychologically intrusive; too much purple is thought to cause strong psychological pressure. Gray can not be packaged as detergent. Because the gray detergent will give consumers the worry of not cleaning clothes: The blue western dishes will not be sold either. Because it cannot cause appetite. It also strongly affects the diners' mood; white and various colors are easy to coordinate. It gives people an impression of vitality and health, but if it is not properly paired, it can also make people feel cold and tedious.

In commercial design. If you want to emphasize the amount of goods. Its packaging design can be used warm colors, (such as potato chips, etc. often exaggerated in warm colors to enhance its weight). In the packaging design of some valuable commodities such as jewelry and diamonds, cool colors are often used, such as blue and purple, to demonstrate its noble and mysterious qualities (see Figure 8). The reason for this is precisely because the cold color has a visual contraction and cohesion, and it can focus attention on the line of sight to highlight the distinctive side of the product. For the same series of products, it is also often used to distinguish different categories or tastes in different color series packaging, such as the same brand of shower gel, respectively using purple, green, orange, red four-color packaging grape, apple, orange and strawberry The different types of scent (eg 9).

The relevant research data shows that human visual organs are observing objects. In the first 20 seconds, the color perception accounted for 80%, while the body feeling accounted for 20% and the color was ~560% after two minutes. 40% of the body occupies half after 5 minutes, and this state will continue to be maintained. visible. Color gives people the impression of speed, depth, and long-lasting. It can be said that color is the first thing we notice every day and the last thing we forget. It is the beginning of all our feelings and desires. Use gorgeous colors. Create a harmonious package

Zhu Hui [1] Huang Zhigang [2] [1] Beijing Technology and Business University [2] Beijing Institute of Technology printed today - 2006 issue 5