Experience talk: talk about the color of packaging design
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Color is the most important design element of packaging, which directly determines the quality of the packaging. The color of nature changes endlessly. Through long-term life experience, people have intentionally or unintentionally formed the ability to judge and feel the packaging of goods according to color. Packaging color not only enhances consumers' aesthetic pleasure, but also stimulates consumers' desire to purchase, enrich their imagination, and cultivate customers' minds. It really makes us feel the value of color in packaging design. As a visual language for expressing emotions, color has become a subject that packaging designers must study.
1. The importance of packaging color
Packaging is the appearance of a product, in which color is the most touching factor that attracts customers. Since ancient times, people have realized that color has a preemptive effect. Imagine if the packaging does not use color, its artistic aesthetics will be greatly weakened, because color has a strong visual appeal and expressiveness in modern commodity packaging, but it does not mean that the color on the packaging is brighter and better, different colors. The psychological and physiological effects on people are different, and different products have different characteristics, and the packaging design itself is particularly concerned with the taste of color application and the overall configuration of color. The configuration between the colors can produce a variety of different styles of taste, reflecting the characteristics of a variety of different goods, the color of the style. Each one is targeted. With the in-depth study of color, the color style is more and more subtle and diverse. Therefore, the use of packaging color should be just right, forming a special, artistic and harmonious effect.
Whenever we enter the market and supermarkets, facing a wide variety of goods on the shelves, the pieces show beautiful shapes and bright colors, we are more attracted to those with strong color packaging, which is the role of packaging color. . It makes people pay attention, helps consumers to know and associate with goods, and stimulates the desire to buy. The effect of product packaging design depends to a large extent on the use of color, because color is the theme of the theme. Products that facilitate consumer identification of goods play an important role.
2. The use of color in packaging design
In many commodity packaging designs, most of them attract consumers' attention with bright and striking colors, because the rich colors convey different tastes, showing different quality styles and decorative charms. But packaging design as a styling activity, the pursuit of design language is purely the designer's eagerness, they want to get rid of the noisy, complicated, colorful and colorful methods in the design fashion, to actively seek the rationality of color design. Simple, and modern packaging design pays attention to the use of color is not too much, the use of color is becoming more and more concise, in order to get a different effect. On the basis of mastering the customary color, the designer pioneered the use of color, pursuing simplicity and pursuing artistry on the screen, which is the only way to design innovation. We can extract pure neutral color from other paintings, dyeing and weaving, ceramics, etc., and inspire the color from the inspiration of society and the universe to break the conventional color. Make full use of the attributes of color to reflect the extraordinary design. The choice and combination of colors is very important in packaging design. It is often the key to determining the pros and cons of packaging design. Pursuing the reconciliation, refinement and simplicity of packaging color is essentially to avoid the excessive use of color on the packaging. The gorgeous and prosperous life may not be fascinating, but it will give people a flashy impression, which will make people feel dazzled. Appropriate use of simple color language can better reflect the designer's ability to control color, maximize the potential of color, under the influence of minimalism, get rid of the inherent attributes of traditional color, combine modern packaging design theory with the attributes of goods. The requirement is that the packaging designed with gold, silver, black, white and gray in achromatic color is more eternal. The special nature of the achromatic system provides a stage for the packaging design of many commodities to fully display the charm. The use of gold and silver in the design helps to enhance the gloss effect, and can enrich the space and layer changes, because gold and silver have strong reflective ability and sharp characteristics, showing different shapes under different angles and different gloss effects. The color effect, proper use will enhance the brilliance, noble and mysterious feeling of the product, and its special materials and effects can reflect the gorgeous, rich and active image of the product packaging. The simple refining and use of achromatic color helps to strengthen the characteristics of the product, which is conducive to improving the quality and grade of the product, and enhancing the sense of the times and individuality of the product.
In the use of packaging design color, often used in achromatic, black, white, gray, gold and silver called neutral color. Relative to chromaticity, there is no obvious hue deviation, so it is also called achromatic, and any one of them is blended with any of the chromatic colors. So, in the packaging design color. If there is a conflict between the two colors, achromatic color is often used to achieve the effect of interconnection and reconciliation. In achromatic color, black and white are two extreme colors. Black gives people a solemn, solemn and introverted positive effect. Most people retain special feelings for black. It occupies an important position in packaging design, although it is generally inappropriate. It is used in a large area, but it is a set of colors that are almost indispensable in the color combination. White has a sense of emission and expansion, giving people a clear, breathable feeling. It has a symbol of quietness, purity and lightness, and white also has duality. As a neutral color, gray has the characteristics of softness and change, the symbol of ordinary and gentle, the hint of inner meaning such as nothingness, etherealness, and moderation, but also complement, buffer, strong, and harmonious. Although the gray tone processing is much more complicated than the black and white processing, it can increase the level of the picture from the light gray to the dark gray tone, making the packaging picture richer and more decorative. Gold and silver, due to their unique luster and price, combined with long-term use in court decoration and high-end daily necessities, form a symbol of noble, elegant and luxurious. Gold and silver have the brilliance of brightness, and can also play the role of reconciling the colors. It is the usual embellishment and decorative color in the design.
Colors have their own distinct appearance attributes, while gold, silver, black, white and gray in achromatic colors also have certain color meanings. Achromatic color has already formed its own complete color nature in people's minds, and soon Accepted by people, it is called the ever-popular color. Of course, in many packaging designs based on achromatic color, some of the higher purity colors are often adorned during their period, and their appearance forms a certain contrast with achromatic color. On the other hand, it is to highlight the main color, such as the packaging of the dynasty wine designed by Chen Nan, with the white color in the achromatic color as the bottom, the black and gold combination of the graphics, the package is dotted with a red color strip in the color, the whole The packaging is simple and clear, elegant and generous. The interaction between achromatic and chromatic colors is undoubtedly a very important means for enriching the color effect of commodity packaging.
3. Conclusion
The function of packaging design is promotion, exquisite design is conducive to sales, packaging design to be successful, design is not only good, but also extraordinary, simple and easy, very special. Perhaps the eye-catching aspect of the design is the traditional elegance and elegance. Perhaps the success lies in the relatively quiet, concise and elegant things in the colorful environment. Perhaps unique is a new style, there are many aspects that need designers to consider . The packaging design is based on continually trying and exploring, and pursuing the beautiful feelings of human life. Color is extremely valuable. It is the most direct and important influence on our expression of thoughts, tastes and hobbies. Grasping the color experience design, creating a beautiful package, enriching the life and more needs of the times. The colorless design of the packaging is like a trace of tranquility in the world. Its elegance, simplicity and quietness make people enjoy the acidity, sweetness, bitterness, spicyness and saltiness. They reminiscent of another kind of refreshing and elegant fragrance. They do not show up. The indisputable attributes will exude an eternal charm in the packaging design.