Discussion on the Color Visual Beauty of Packaging Design (I)

Abstract: Color, as a major visual language, plays an extremely important role in packaging design. The color characteristics of packaging are even more impressive than the shape design. The visual aesthetics of packaging colors must not only grasp the aesthetic rules of color, but also focus on the humanities, ethnicity, regionality and fashion trends of colors, and through various examples, explore the regularity of visual aesthetics, and fully grasp the beauty of color. Scale, design good packaging works.

Keywords: packaging; color visual clearance; humanities of color; national and regional colors; color trends

Today, packaging design has become a 1–3 comprehensive art. It is a creative activity that combines, infiltrates, and uses each other in modern science and technology and art design. It also becomes a national, national, and regional economy. The important symbol of cultural development level can not be ignored.In addition to exquisite, practical and novel, modern packaging design also has the function of presenting social forms, economic structure, and changes in people's cultural customs and social representations.It can be said that packaging is a kind of materialization. The carrier of culture.There are many links in the design of packaging, but mastering the use of color and visual beauty plays an important role in the design of packaging.Because color has a stimulating effect on the eyes, it has the power to take the lead in the visual arts. Since ancient times, people have said "look far, see flowers, and seven-point color three-point flowers." Psychology studies have shown that human visual organs, when observing objects, have an 80% color perception within the first 20 seconds. It can be seen how fast, profound, and lasting a color's impression is. As a major visual language, color has a strong visual impact. Color is the most popular form of beauty, and can easily cause people's emotional reactions and changes. Nowadays, the visual beauty of dialysis packaging colors makes packaging design faster and better promote the continuous progress of human material life, and it has become a topic worthy of our exploration.

The study of the color of packaging is based on the psychological effects of color on vision, such as the perception of color, the association of color, that is, a type of general feeling from the physiological experience of sensory experience, and the other is focusing on the psychological factors. The synaesthetic experience of a variety of receptors. The second is to study the color matching laws, such as the contrast of colors, the harmonization, the use of hue and so on, that is, the study of color analysis from the aspect of aesthetic rules of color. People's color perception and aesthetic process are affected by a variety of complex factors. The paper focuses on the characteristics of the visual beauty of packaging colors from the aspects of humanism, ethnicity, and popular trends of packaging colors.

1 In the design of packaging should pay attention to the humanistic characteristics of color

Because of the color, people have different visual sensations in life. Due to the differences in occupations and regions, there are different tendencies in the choice of packaging colors; in addition, different levels of consumption, each of them has its own likes and dislikes. Colors, people of different professions, education levels, age levels and different personalities will also have different requirements for visual aesthetics of packaging colors. Psychologists believe that people who like bright colors are cheerful social people, while people who like dark colors have poor sociality and introverted personality.

In terms of gender, women mostly love white and red and pink, and they are called women's colors. Women's use of white and red packaging can cause women to love it. The products and packaging used by young women in Europe and the United States generally prefer elegant and warm colors, especially cosmetics, soaps, cleansers, underwear, etc. The daily commodities that come in contact with the skin cannot be dark, and can only be white or other elegant. colour. Men, on the other hand, love solemn blacks, so black is also called men. The packaging of men's exclusive products using black can be favored by men. Among them, middle-aged men generally prefer a stable, simple color, prefer elegant, noble and elegant tone packaging; and older men prefer simple and generous, clean color packaging.

At different ages, young people are active and like new trends and stimuli. Therefore, the packaging colors used by young people can only be sold well in line with their visual aesthetics. Young people are at a stage of disinterestedness and like to pursue novel and unique packaging of color styles. Just like the fresh spring season, bright colors shine everywhere. Teenagers and children like bright, saturated, and simple colors. Children's products packaging often use rich cartoon characters and bright colors to convey information and attract children and parents. Children's products, of course, should choose lively, bright colors, such as Japan's major benefits industry companies that mainly produced children's wardrobe, due to product features, sales are very sluggish, and later there was a manager whim, the children's wardrobe drawer painted separately Into five colors, the result is very popular.

People of different cultural levels have different requirements for packaging colors. Some like subtle packaging, some like exaggerated packaging, some like colorful packaging, and some like clear and bright packaging.

The level of people's purchasing power also determines people's choice of different color packaging. The packaging of high-end goods, such as high-end cosmetics and handicrafts, should adopt elegant and noble colors, because the consumers it targets are all in the cities, have a certain appreciation ability, have a good shopping environment and space. For consumer goods used by consumers with low purchasing power, clear and vivid colors are used.

The visual beauty of color varies from person to person in people's subjective aesthetics, and aesthetic standards are not unique. The ultimate goal of packaging color design is to give different people their own visual aesthetics. Therefore, the color design of the packaging must meet the visual needs of people of different ages and levels. In the first moment, they should seize their eyes and satisfy their visual aesthetics.

However, due to the physiological effects of color on human beings, it also presents the visual beauty of the same characteristics, such as scientists through experiments, shows that the body's muscles and blood circulation under different color light irradiation changes in response, the degree of its response: the weakest blue light, with The light color changes to green, yellow, orange, and red in order. Blue and green can reduce people's visual impact and make people feel calm, natural, healthy, peaceful, and relaxed. Therefore, the beverage packaging generally adopts green and blue tones, while the US Coca-Cola packaging has an anti-conventional and uses a large red tone, which has caused Excited color psychological features.

This feature of color, we should be well grasped and applied to the packaging design.