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Color culture plays an important role in our lives. It not only covers our real life, but also integrates into our spiritual realm. In recent years, an invisible color culture has emerged in life. It is closely linked with the visual psychology of color and leads to a new concept of psychological vision.
Color is the result of visual effects of different wavelengths of light. However, we live in an environment that does not leave a deep impression on people through color at all times. A large number of facts have proved that different colors can have different psychological and physiological effects on people, and they differ according to people's age, gender, experience, ethnicity, and environment.
The color of nature is a source of beauty for us. Although color itself is inanimate, when it is associated with people who have knowledge, emotion, and willful activity, people enrich color. The meaning of the color becomes a symbol that expresses human desires, human ideals, and human psychological activities, and becomes a special language in human life.
Color as an objective existence of nature is just a physical phenomenon. It does not reflect thoughts and emotions on its own. But we can feel its emotions. This is because people live in a color world for a long time and have accumulated many color visual experiences. Once experience and external color stimuli resonate, it will produce emotional associations, affect people's emotions, and make people excited or calm.
Hi, anger, sadness, and music are the most commonly encountered emotional vocabularies. Their colors have obvious performance characteristics. High-saturation warm colors, mainly red, suitably matched with green or yellow, can express feelings of joy, excitement, happiness, etc.; low-gradation of brightness, mainly of medium and high-quality bleak purple, coupled with black and white, to enhance contrast , can show feelings of anger, anger, conflict, etc.; low-saturation cool colors, achromatic black and white gray, with blue appropriately, can show feelings of sadness, death, etc.; soft, bright high-key, warm-colored pink, Can express sweet, happy and other feelings.
If different colors are used to symbolize different emotions, people's emotions can be seen as a colorful pot, and people's perceptions determine people's various emotions, just as the pots under different lighting show different color. The relationship between color and humans has long been perceived by people. There are idioms such as “red and redâ€, “red-faced red†and “grey-headed†that can vividly perceive the emotions of the time.
Color emerges as a culture in people's sights. People eagerly display it in various forms, and the same color is given multiple identities. Taking red as an example, the association of red in people's minds appears with red neon lights, red florets, or red jackets. However, different people may cause different characterizations of the same color because of the specific environment or mood.
People’s emotions have always changed. When the feelings are mixed, the expressions are complex, the inner feelings are not calm, and the expressions of ridicule are all different. Each nerve affects the production of different emotions. The change of color is just like the emotions of human beings. On a large scale, we can see that it derives a series of characters that have the same attributes but are different. If you embody the look of each emotion with color, you will be amazed at the inextricable connection that each color has with every second of its own. Rich and colorful colors can fully express your emotions. Every moment when your mood changes. The importance of color doesn't need to be emphasized repeatedly. It's just around you.
Therefore, the packaging design should fully consider the abstract expression rules of colors of different senses, so that the colors can better reflect the attributes of the goods, adapt to the consumer psychology, and meet the needs of different levels of consumption in the target market.
1 pair of food cartons: commonly used bright, light colors. Such as blue, white, clean, sanitary, cool, etc.; red, orange, yellow said sweet, aromatic, fresh, etc.; simple, solemn complex color that wine mellow and long history. They are great for promoting appetite.
2 cosmetics cartons: commonly used soft middle colors. Such as with pink, pink, light rose, red, aromatic, soft, noble, etc.; for some men's cosmetics sometimes use black to indicate their solemn and so on.
3 children's products cartons: commonly used vivid colors or contrasting colors to express lively, lively and so on.
4 medical category carton: commonly used simple cold and warm colors. Such as green, cold gray to lay quiet, anti-inflammatory, pain relief, etc.; red, orange, yellow and other warm colors that nourish, nutrition, excitement, etc.; black indicates toxic; red and black blocks indicate highly toxic; 5 textiles cartons: commonly used black The relationship between white, gray, and gray is to be compared in harmony; women's textiles are more colorful and elegant. The packaging color is based on people's association and habit of color, and carries out a high degree of exaggeration and change in order to seek new differences. The psychological role of color is complex, and often varies with the country, region, ethnicity, religious belief, and so on.
Color design plays an important role in market product packaging design. Color is an important factor in beautifying and highlighting products. The use of packaging colors is closely related to the conception and composition of the entire screen design. The packaging color requires planarization and leveling, which is a high degree of summary of color filtering and refining.
1. Color warmth and warmth
Red, orange, and yellow are warm colors, easy to associate with the sun, fire, etc., that is, a sense of warmth; and blue and blue are cool colors, easy to associate with ice, snow, ocean, clear spring, etc., that is, produce a cool feeling. There is also a group of cold and warm concepts, that is, the general color will tend to be cold when added to white, and will tend to be warm when joining black. Such as beverage packaging, use more cool colors, white wine packaging more warm colors. The warmth and warmth of color is most affected by hue.
2. The sense of color
The sense of color is mainly determined by the brightness of the color. Generally high lightness and hue cold colors feel lighter and white is the lowest; low light dark colors and hue warm colors feel heavy, with black being the heaviest. Brightness is the same, purity is light, and cold is lighter than warm. In the interior design, the lower part of the general screen is displayed with lightness and low purity colors, and it is significantly stable; for children's products, it is appropriate to use bright colors and high-purity colors to have a light feeling.
3. Color sense of distance
Some colors on the same plane make people feel prominent and close, and some people feel retired and far away. The sense of advancement and retreat on this distance mainly depends on the brightness and hue, generally warm color is near, cool color is far away; bright color is near, dark color is far away; solid color is near, gray is far away; bright color is near, fuzzy color is far away; contrasting color is near, contrast Weak color far. Clear, clear warm colors help to highlight the theme: blurry, dark, cool colors can set off the theme.
4. Color sense of taste
In food packaging, the color contributes to the taste of foods and plays an important role. People will feel sweet and sweet when they see a red candy package; they will feel milky when they see a light yellow color on the cake. In general, red, yellow, and white are sweet; green has a sour taste; black has a bitter taste; white and blue have a salty taste; yellow and beige have a milky smell and the like. Different flavors of food, using the appropriate color packaging, can arouse the desire of consumers to buy, get good results.
5. The luxurious sense of color
Bright colors with high purity and lightness, such as red, orange, yellow, etc., have a strong sense of gorgeousness, while sink colors with lower purity and lightness, such as blue and green, are plain and elegant. The former can be used for gifts, crafts packaging; the latter can be used for pharmaceutical products. At the same time, the amount of hue also plays a role, the hue is more gorgeous, and the hue is less plain. The above emotional effects of color can make packaging cartons more attractive, can make the typical features of products more prominent, and can expand and promote sales of goods.
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