Application of visual color in packaging design
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The color on the package is the most active factor in the visual, so packaging color design is important.
Determine the total color tone
The overall feel of the package color is gorgeous or rustic, depending on the overall color of the package color.
The total color tone is directly reflected by the basic properties of hue, brightness and purity. Such as Ming Tiao, dark high, fresh tone, gray tone, cold tone, emphasis, weak tone, soft training, hard tone, re-adjustment and so on.
Area factor
In addition to hue, brightness, and purity, the size of the color area is an important factor that directly affects the hue. Color matching first considers the arrangement of large-area colors, and large-area colors have long-distance visual effects in the packaging display. In addition, when the contrast between the two colors is too strong, the area of one of the colors can be expanded or reduced without changing the hue, purity, and brightness, and the blending can be performed.
Visual recognition
Visibility is the clarity of the color scheme. Good visibility is very important in visual communication design such as packaging and advertising. On the one hand, the degree of visibility of the color itself, on the other hand, depends on the contrast between colors. The principle and method are also introduced in detail in the advertising design, and can be used to carry out the color design of the packaging and decoration.
Emphasized color
The accent color is the key color used in the total hue, and is the color used in combination with the area factor and the visibility. Generally, the brightness and the overall degree are higher than the surrounding color, and the area is smaller than the surrounding color, otherwise it will not be emphasized.
Space color
The use of spacer color refers to the use of another color, such as spacing or sharing, between adjacent colors that are strongly contrasted, which can enhance coordination and reduce contrast. The spacer color itself is dominated by neutral black, white, gray, gold, and silver. If a colored interval is used, it is required that the separation color and the separated color have a large difference in hue, brightness, and purity.
Gradient color
Gradation is the gradual change of color, hue, brightness, purity can be gradually changed. The gradient color has a harmonious and rich color effect, and is used more in the color processing of the package.
Contrasting colors
The contrast color is different from the accent color, which is the color of the similar area and the contrast of the hue. The color has a strong visual effect and is therefore advertised.
Symbolic color
This is a conceptual color that does not directly imitate the color characteristics of the content, and is based on the common understanding of the vast number of consumers. Mainly used for the performance of certain spiritual attributes of a product or the performance of certain brand ideas. For example, the packaging of Chinese cigarettes has chosen the color that symbolizes the Chinese nation - red.
Logo color
The color of the logo mentioned here is not the color of the trademark, but the color used to distinguish the packaging of different types or different types of products. For example, the color of packaging of different ingredients of the same brand of household chemicals is distinguished by different colors. In terms of processing, the area, shape, and position should be changed.
Auxiliary color
This is the opposite color to the accent color. It is an auxiliary color method for the total tone or accent color adjustment to enhance the tone level and achieve rich color effects. In the design process, we must pay attention to not being able to take the initiative and not blindly abuse