The highlight of packaging design - color on the road

"From a distance, the colors are close to the flowers," and colors have their own precedent. People's first impressions of goods are also derived from the colors of the packaging. Therefore, color plays a decisive role for commodities that require strong shelf impact. The choice of color is crucial for packaging design.

Here, I only talk about how to make the color of the commodity packaging design communicate with the consumers, that is, the color design of the packaging design. So how do you talk to consumers through color?

First of all, we must understand the characteristics of color itself and its psychological and emotional effects on people. For example, red is the most irritating and eye-catching, and its emotional symbolism is sweetness, richness, happiness, nutrition, positiveness, vitality, joy, and passion. Celebrate, stimulate, etc.; yellow is the brightest color, it represents crispy, fragrant, pure, warm, moist, bright, etc.; purple is a backward, quiet color, it gives people elegant, precious, sweet, full-bodied Deep feeling.

Second, to study consumer psychology, consider the following five factors.

First, age and gender factors. Color is divided into gender and age, and color selection should be based on the positioning of product design and the object of product sales. In general, children love extremely bright colors. For example, infants prefer red and yellow; children aged 4 to 9 love red most; children over 9 years old love green most; students aged 7 to 15 years, males prefer green, red, green, yellow, white, black, and girls. The favorite colors are green, red, white, blue, yellow and black. In comparison, it is not difficult to see that girls prefer white to boys. Green and red are common colors for boys and girls. Black is not popular. Young people like bright and warm colors such as yellow, orange and pink. Older ones tend to be lighter in color. In general, bright colors are more popular with women.

Second, we must consider cultural and religious factors. Different nationalities, different customs and habits, different hobbies, taboos; education level, different levels of culture, different color preferences. Some people think that the level of culture is directly proportional to the middle color. In the Loess Plateau and the Yunnan-Guizhou Plateau, some ethnic minorities or people in remote mountainous areas like some of the most vivid colors, such as red, green, and green. They are in harmony with the desolation and richness of the plateau and the background of their mountains. They are also tenacious. The external manifestations of vitality and their love of life. For cities with a slightly higher level of modern civilization, people prefer a lighter, fresher, and brighter color. For Chinese and Westerners, Westerners regard pink as the color of life, because pink is sentimental, agitated, and romantic. This is in accordance with the warm, outgoing, and exaggerated character of Westerners. The Chinese see green as the color of life. Green symbolizes hope, youth, and vitality. Green also represents peace, stability, and the emotional component of seeking peace and tranquility in the status quo. This is in turn subtle, stable, and peaceful. Virtue is inseparable.

Third, consider market sales. Different commodities have different requirements for packaging colors. Beauty cosmetics can use softer, delicate and clean colors such as pink, light yellow, white, etc. Food packaging generally express tender green vegetables, blue and white express pure water, mineral water, cool and delicious, and high The purity of red, yellow and orange reflects the color, aroma, taste and nutrition of the food. It expresses a rich mellow flavor and a long history with a rich complex color. The toys are packaged with bright colors and strong contrasting colors. This suits children's psychological characteristics. .

The same product's sales market is different, the packaging color requirements are also different, especially export goods, we must figure out what color people in that country like, what color taboo. For example, in Southeast Asia and Europe, yellow is considered noble royal color, representing sacred and dignity; in the United States, yellow is also a color that is deeply loved and widely used; but in Japan, yellow is immature. Symbolizes suffering and has a tendency to die. Therefore, the “Pepsi Cola” beverage, which has never been sold in the United States, has been unsuccessful in the Japanese market due to its yellow color as the main color of the packaging trademark.

Different grades of merchandise, the color should also be different. The packaging colors of high-end goods are noble and splendid, such as gold and silver. Middle and low-end goods should focus on the psychology of consumers, and must be reconciled with the goods themselves.

Fourth, consider the color protection function. The color itself has the protection function, has the light-shielding, the reflective performance, must choose the color according to the commodity own characteristic and the protection request. For beer bottles in brown and dark green, glass bottles are also shaded with brown to extend shelf life.

Fifth, consider seasonality. Colors can make people think of the seasons, yellow and green represent spring, red brown and brown represent autumn. Taking seasonality into account is particularly important for seasonal products such as clothing and fruits and vegetables. Beer filled with dark green bottles, on the one hand, can impede direct sunlight and cause deterioration, and on the other hand, it can remind people of greenery in the summer.

People often say that red, orange, yellow, green, blue, blue and purple are seven colors, which are like the notes of 1-2 3-4 5-1 6-6 in the sound, and they can play the wonderful movements that change endlessly. As long as we understand the basic characteristics of color, study the characteristics of the product itself, touch the psychology of the consumer, and apply the “seven-notes” of color, we will be able to correctly choose the color of the package, design a product package that customers welcome, and add brilliance to the product. The entire product satisfies the needs of consumers, thereby increasing the market competitiveness of the product.

Source: First District