Color positioning of product packaging (1)

[Abstract] This article expounds the positioning of commodity packaging through the characteristics of the product's personality, the psychological feeling of color, the regionality of the nation, and the color-using principle of decorative colors. It shows that the color of commodity packaging is the same as commodity color, and it has very important significance for the sale of goods, promotion, and the image of the company.

[Key words] Commodity, product packaging color, color function, decorative color

The color processing of product packaging, together with its form and material, is a major factor in the design of product decoration, and plays an important role in setting the theme, beautifying the product, and identifying the consumer. The positioning of commodity packaging colors should pay attention to certain principles and methods.

I. Grasp the psychological feeling and emotional performance of the color of commodity packaging

Color psychology and emotional expression refer to the effect of color on vision and psychology. Specifically, it is the stimulating effect and psychological influence of the brightness, hue, purity, and contrast of the color on the eyes, as well as the influence of symbolism and affection. In order to unify the performance of color, content, atmosphere, and emotions of commodity packaging, the actual needs of color matching and improvement of visual effects are unified so that the expressiveness, visual effects, and psychological effects of color can be brought into full play, giving people an enjoyable and beautiful stimulus. To enjoy, you must understand the color features.

Red, the longest wave in the spectrum, most likely to attract attention, exciting, exciting, and nervous, but at the same time red light is most likely to cause visual fatigue. Red is also warm because of radiation and heat transfer, so red is called warm color. In nature, flowers, sweet fruits, and delicious meat are all red, so red leaves a beautiful, fragrant, youthful, lifelike feel, and it also reminds people of food and appetite.

Yellow, the wavelength of yellow in the spectrum is later than red. The eye can accept more than red. The yellow light energy illuminates, and the morning and evening sun and Mars artificial light source radiate light to yellow. In the natural world, the fragrant blooms, springs, roses, daffodils, tulips, autumn chrysanthemums, canola flowers, sunflowers, etc. are mostly beautiful and delicate yellow. Therefore, yellow gives people a sense of beauty and aroma. Autumn harvest grains, fruits, and exquisite snacks are all yellow, so yellow is also a color that can stimulate people's appetite.

In ancient history, the emperors and religious leaders claimed to be the representatives of Heaven and Buddha. They used brilliant yellow as their costumes and furniture, and the palace also used yellow. This strengthened the yellow sublime, wisdom, mystery, luxury, majesty and charity. feel. In addition to the bright yellow, there is also a symbol of sour, sick and abnormal.

Orange, also called orange or orange, is named after mature fruits. There are many orange or orange fruits in nature, such as orange, orange, corn, gourd, pumpkin, persimmon, etc. Therefore, orange is also caused by the appetite giving people a fragrant, sweet slightly sour taste, making people feel full, full Mature, harvest, happy and nutritious.

The colors red, orange, and yellow are called warm colors, eye-catching colors, aromatic colors, and the colors that cause appetite, and they are all aggressive and dilated colors. Therefore, it is most commonly used in food packaging. Figure 1

Green, in the visible spectrum, the green wavelength is in the middle, and the eye responds most calmly to the green light, making the eye best able to rest. In nature, green is the color of plants, and it can also be called the color of life. It is the color that best expresses vitality and hope. Brilliant green and dark green symbolize the summer, mature, healthy and prosperous; gray-green, earth-green and brown-brown mean autumn, reflecting the harvest, aging and end. Green is also a symbol of travel and sanitation.

Blue, whose wavelength of light is shorter than green, is reminiscent of the sky, oceans, lakes, distant mountains, ice and snow, and severe cold. It feels lofty, far-reaching, pure, and transparent, but it lacks vitality. Blue is most likely to give people a sense of calmness, contemplation and wisdom, and symbolizes the power of conquering nature.

In purple, the wavelength is the shortest in the spectrum, and the eyes have weak resolution to the subtle changes in the purple light, and are prone to fatigue. Purple has the highest purity, but at the same time it is a very light color. Purple color in the feudal society is the special color of the emperor, giving people the feeling of nobleness, superiority, and luxury.

Black is a colorless color. In life, as long as the light is weak or the ability of the object to reflect light is weak, it will appear relatively black. On the one hand, black creates feelings of gloomy, horrible, troublesome, sad, negative, sleepy, griefful, and even dead. On the other hand, blackness gives people a feeling of rest, quietness, reflection, persistence, preparation, trial, seriousness, and dignity.

White, which is a mixture of all visible light, is called full-color light and is the color of sunlight. It is a symbolic color of light. White is bright, clean, carefree, and plain. White is the color of ice and snow, and it makes people feel cold, light, thin, and refreshing. Sugar is sweet, salt is salty, they are all close to white, but a single white does not cause appetite, white is a symbol of medical and health services, and because of the customary connection between white and funerals, it is sad and ominous. feel.

Gray, which is between white and black, belongs to medium brightness, no chroma, and low chroma. Gray is the color that is least likely to cause fatigue. The visual response is boring, boring, restful, depressed, monotonous, boring, lonely.

(to be continued)