How to create the aesthetic impression of color impression in packaging design, combined with examples from three aspects of the choice of color, the effect of advertising, and the texture of packaging materials. Its purpose is to make better use of color in the future packaging design to reach people. Impressive memories.
Keywords: impression; color; advertising effect; material mechanism
When we talk about impressions, we naturally think of Impressionist Monet's "Sunrise Impression." Impressionists use the colors in their hands to depict the rhythm of natural scenery to express the beauty of the moment in nature.... This artistic expression is also the same One of the important techniques in packaging design is to create color impressions. The color can give people a momentary impression of beauty, capture the sight of consumers, generate purchase behavior, and more favorable to their own promotion.
80% to 90% of information received by a normal person from the outside world is obtained through vision. Colors are most likely to leave signs in the human mind through visual perception. This sign is also commonly referred to as ʻimpression`. With ugliness, good and bad, the position and role of the packaging design play a decisive role. With the appearance of the goods, there will be a packaging; with the packaging, we must consider how to package how to use color, graphics, etc. to carry out packaging design It is believed that the following three aspects should be used to create the impression of color: to know the basis for the selection of packaging colors; to understand the role of color in the advertising of packaging; to focus on the inherent color and texture of packaging materials.
1 understand the basis for the choice of packaging color
"Looking at color far, looking at flowers closely" Since ancient times, people have long realized that colors have a pioneering effect. The colors created by the colors are dreamlike, romantic, and give people an indelible impression. Of course, packaging colors The determination is determined by q, the product's genus, which is the color of the product's color, fragrance, taste, shape, and other factors. In general, the food is generally packaged in yellow, orange, coffee, and orange. , Red and other warm colors; medical and health supplies used more blue, green, gray, silver and other colors, mainly cold color. Visible, we must first understand the basis for color selection in order to use freely.|
Secondly, the inherent use of color in packaging also depends on people's psychological habits, and also on the color attributes of goods. Color attributes can also be said to be the response of color in human psychology. Different colors can cause different emotions. Reaction. As the famous British psychologist Gregory said: "Color perception has an extremely important meaning for human beings. It is the core of visual aesthetics and profoundly affects our emotional state.
`Such as: orange has a sense of appetite, a mild, exhilarating personality, but there is overuse of stuffy stuff, a feeling of anxiety; red can evoke excitement, warm, warm, sincere personality; green gives a feeling of tranquility, calm, Is the color of life, fresh, fresh feeling;
Blue gives a sense of calmness and coldness. It is the color of the sky and the sea. The symbol of white light is the highest lightness. It gives people a sense of brightness, simplicity, and purity. If you understand the attributes of color, if you can In the performance of the design, the perceived effects of color and the psychological factors that give color are used rationally. Then, not only can we create a unique impression of beauty, but also can enhance the advertising in the packaging of goods, and better promote sales. Role, to achieve profitability. Again, pay attention to the regional and national differences in color. Different regions and different nationalities have different customary colors. The same colors have different understandings and understandings in different countries and different nationalities. See table to, therefore, in the design to use the color to give people the feelings, associations to express the mood, so that the color reflects the attributes of the goods better, adapt to the consumer's psychology, and pay attention to the hobbies and habits of different regions at home and abroad, so as to promote The sale of goods and the expansion of reproduction. Therefore, the use of color cannot be simplified and conceptualized.
Table I Countries' hobby and jealousy of color
Tab. 1 The favoritism and taboo of color in different country
Regional Hobby Taboo Hong Kong, Macao Red, Green Pakistan Green, Orange
1.1 The red, green, and white colors
Egypt Green France Grey Ultramarine, Blue, White Yellow Black Dark Green
2 Understand the role of color in the advertising of packaging
Many similar products in the supermarket are placed on the shelves. How can the packaging show the easy-to-read, easy-to-remember images and product information? How to stand out from the advertising effect depends on the color, and the color is often a kind of communication element that is the first to win. For far-reaching effects, color communication is superior to graphics and text communication. Products that rely on color to highlight their packaging personality have unique “shelf impact†and can easily attract consumers' attention. Such as “Jiabao Hair Coloring Agent†Series packaging, its brilliant colors and highly feminine abstract floral shapes, make it appear elegant and unique in similar products; in the packaging also take into account the characteristics of the graphics and text, regardless of which direction can be easily Identifying the yellow lines of the company's products has a sense of unity; and the packaging uses two-tone two-colors to match colors, and the impressions are unified. It not only looks gorgeous, but also has personality, and it can produce a strong consensus. It is a packaging design. For the basic, to create a successful design with elegant colors and beautiful styling. In addition, a package that can produce a good advertising effect does not depend on the amount of color, but rather the quality of the color impression. The collocation of the United States, such as red and blue Pepsi Cola, to give full play to the contrasting colors dazzling, full of vitality advantages, plus white in this reconciliation, more prominent drink cool. Therefore, the color after various configurations can produce a variety of different The style, style, and taste promote the advertisement.
Nowadays, people have realized that packaging itself is a live advertisement, how product packaging is advertised, and advertising is product packaging. Advertising packaging is called the emergence of "POP packaging", which integrates packaging and advertising and exerts strong demands. Function. POP is the English abbreviation of point of purchase, intended to promote the sale of advertising in the place - the end of the advertising Ell. POP can promote the role of sales of goods, sales of goods rely on POP, POP advertising color is an important part Such as men's Gillette shaving products, it is hung in the supermarket with a blade and a knife holder two product packaging, that is, packaging, and advertising, the color is blue tone, stable and elegant, very suitable for men The psychology. POP packaging through the packaging's own "billboard" with the physical object of self-propaganda, it uses contagious color images and advertising language that can affect customer psychology, has a strong impact, become a new self Selling packaging. The earliest used food packaging is mostly derived from nature, such as: reed leaves, banana leaves, bamboo tubes, rattan, etc. Like the dumplings that have been passed for 200 () years, today, the leaves are still used to package incense. Glutinous rice, which is loved by men, women and children, and no better alternatives, is called "ancient packaging." It is the deep green leaves of the parcel, giving people a fresh, natural feeling and enhancing people's Appetite; In addition, like bamboo cassis filled with Wuxi oil gluten, that is light, breathable, coupled with a red paper at the top, even more beaming, this kind of packaging is simple and natural taste, with local characteristics of traditional food packaging Still, it is still loved by people. This is a typical example of ancient China's use of the inherent color and texture of packaging materials. Another example is to take a piece of coarse soil paper and add a white, glossy, glossy paper to the rough soil paper. Packaged cakes, covered with a product label (red, green, yellow waxy paper), printed on the label paper business name, Fu, Lu, Shou, hi and other auspicious characters like to wear patterns, not only decorative effect, Also play an advertising effect. This packaging is extremely simple, its color is warm and rustic style, this style is just reflected in the packaging of materials. The aforementioned soil paper, the nature of the soil yellow (greater texture), covered with wax Red paper also happens to be the contrast of texture. It can be said that the packaging material itself The contrast between harmony and texture makes it a complete Chinese-style packaging. A good packaging design highlights its personality and beauty. Visible, only the understanding and mastery of the above three aspects can be used in packaging design. The color impression is beautiful. Of course, the color language in visual communication cannot isolate graphics or text for specific packaging, presentations, and book design. However, in terms of color itself, the three aspects of color impression are complementary. Interdependent organic whole.
Author: latent iron Yu, Hu Hongzhong Source: Wanfang Data