Sales packaging labeling and instructions (below)

3 humanized packaging color expression method

3.1 Visual Expression Technique

Intuitive performance means focusing on the color of the product itself.

(1) The use of open skylights and transparent materials to directly express the most intuitive expression of products, consumers can directly obtain the product color feeling, the most common are biscuits, plum and other leisure foods.

(2) Photographic images usually use a close-up lens to express the product, to express the whole part locally, so that the main body color is more concentrated. The selected part is generally based on the image color of the product to emphasize the visual experience.

(3) The form of painting is varied due to the influence of painting consciousness. Modern packaging and painting is more of a pursuit of a highly visual effect, not rigidly adhered to natural and realistic techniques, and more emphasis on the publicity of color, to simplify and clarify by means of contrast, inductive, and exaggeration of colors. Its unique creativity and boldness of the colors cannot be transmitted by photography.

3.2 Indirect performance techniques

Indirect performance is a more intrinsic means of expression. Products do not appear on the screen, and the attributes of the product, such as meaning and culture, are represented by the borrowed material. Some perfumes, bath and washing products that cannot be represented by direct methods need to be handled indirectly. Many other packages also use indirect methods to pursue novel and unique color visual effects. Indirect performance techniques mainly include the following:

(1) Metaphor: The word "metaphor" comes from the Greek metaphora, meaning "change of meaning." The metaphor of color in packaging design is not a metaphor in the sense of rhetoric, but is based on product information. It usually reflects high-level information such as cultural connotation, imagery, psychological perception, and value orientation.

(2) Lenovo: As a result of the accumulation of life experience, our reaction to color subconsciously takes into account the related things. This is the association of colors. Lenovo occupies an important position in color design. Accurate color combinations can cause designers and consumers as well as spectators to exchange ideas and responses. The packaging that can express the color of the product can easily make people think of the characteristics and performance of the product.

(3) Symbolism: Colors contain the beauty of artistic conception in the beauty of the form. For example, the yellow walls and blue tiles of ancient Chinese architecture represent a solemn, sacred, and sublime artistic conception. The core of the artistic conception of beauty is the symbolic meaning, from "a heavenly flower in a flower, a grain of sand in the world." The symbol of color often has a collective view. It is the psychological structure of a nation’s historical and cultural accumulation over a long period of time. It is linked to religious consciousness and beliefs.

"Red, green and green, and auspicious", the Chinese nation is an optimistic nation, good at expressing the complete, complete, festive, and harmonious cultural features with red, yellow, green, and gold, presenting vivid, lively, warm and relaxed visual effects. "China Red" is the most representative national color, and the rustic colors such as ceramic glaze, bronze, and wood are also very characteristic of cultural color, symbolizing ancient charm and cultural position.

4 Positioning of packaging color design

The positioning of packaging colors can be expanded from the following:

1) Communication of corporate image

As part of the brand, color covers almost any medium of corporate VIS. The standard application of logos, mascots, standard colors, and auxiliary colors in the VIS system plays a role in propaganda, advertising, and sales. Its color must be consistent with the company's marketing strategy, and it is designed under the guidance of the enterprise VIS. Some packaging creates an atmosphere that focuses on trademarks or brand names, while others use corporate colors as the primary color to create a cognitive connection between color and the enterprise: if we see green, we will remember Simbak, mentioning Red thinks of Coca Cola and yellow thinks of Kodak.

2) Appeal for product color information

Product image color allows consumers to understand the content of the product information. Image color does not refer to the standard color in VIS, but refers to the symbolic color of the product. It is the color that best conveys the characteristics of the product, that is, warm color symbolizes appetite, and cool color symbolizes mental psychology. Often the image color of a commodity is often listed as a "priority use" color. For example, food packaging, because it will be associated with the sense of taste, smell and other psychological feeling, so the color of its packaging and the inherent color of the commodity is very close, many food packaging directly using physical photography pictures, to represent the color characteristics of goods.

3) Positioning of Consumers

Organize colors from the level of consumer objects and their psychological factors. The color psychology of consumer groups is also a sensitive appeal point for packaging colors. “Where is my packaging sold to?” With this issue, we can analyze the color psychological expectation of the consumers, so as to win the recognition of consumers.

4) Recognition of market colors

After the investigation of similar products in the market, the design differs from the colors of other crystal plates and is easily identifiable in the market. The market survey is the basis for making product colors different from other similar products. However, although some color combinations are easy to identify and attractive, they cannot guarantee that it must be suitable for the characteristics of products and brands. Therefore, we need to consider these four aspects in all aspects. factor.

5) Regional characteristics of color

The color of packaging must study the color preferences of objects in the area of ​​consumption. In general, ethnic minorities or people in remote mountainous areas love some very bright colors such as Dahong Da Lu, especially in rural areas in the north, due to excessive wind and sand, lack of indoor lighting, and climate. In the cold, farmers generally prefer bright colors, and colors should be "sufficient" and "transparent." Urban residents have enough room for daylight, but the area is small. Coupled with the fast-paced life and noise, it is easy to have a strong sense of fatigue caused by strong colors. Therefore, preference is given to elegant, fresh, crisp and comfortable colors.

Products entering the international market must fully consider the differences in color love between different countries and ethnic groups, and ensure that the colors of products are consistent with local ethnic customs and religious beliefs, so as to win the favor of consumers.

"Design is a discipline closely linked to people's needs." The humanized design of packaging colors brings material spiritual satisfaction and pleasing to the consumer. They feel the high quality of life that comes from color design. This is the packaging. The humanity of the ultimate goal of color design is human pursuit of idealization, and it is the never-ending design realm of the art lifestyle. This extremely time-based design visual language requires every designer to “create a human-oriented” creativity. For comfortable and beautiful products, it is also the eternal goal.


Author: Zhaolan