New concept of packaging design color (in)

3 Determine the hue of the packaging design

Tonality in design chromatics refers to the general concept of the tendency of an overall composition of colors, that is, the total color effect of all the colors in a package design work, which is a manifestation of the difference between a color combination and other color combinations. The dominant color of the picture that constitutes a main tone is about 75% of the dominant color, and the color of the background is about 20%, and the dotted color is about 5%.

3.1 Types of hue

Hue formation is composed of various factors such as hue, lightness, purity, cooling and heating, and area. Among them, the main factor plays a leading role and can be called a hue.

Bright colors: gorgeous, bright, used for sporting goods, toys, food packaging; strong color: more vivid colors, slightly turbid, for a variety of packaging;
Dark color: darker, darker, more stable, deeper, more traditional product packaging design;
Gray tone: subtle, delicate, can be used for a variety of packaging design;
Light colors: between powder and bright colors, delicate and delicate, mostly used in cosmetics and food packaging;
Pink tone: contains more pink, soft, slender, used for children's products, underwear, health supplies packaging;
White tone: clear, transparent, modern, almost any package design;
Warm colors: more enthusiastic appetite, used for food packaging;
Cool colors: Spiritual, stable and more used for high-tech commodity packaging.

Choosing the color tone in the packaging design plays a crucial role in the promotion of the product.

3.2 How to make the hue

The composition of the hue leans from the perspective of the constituent relations of the various hue blocks, grasps the color rhythm and rhythm, ingeniously organically dispatches, various colors, according to a certain level and proportion, in an orderly and rhythmic manner, each other is linked, interdependent, and mutual Echoing, it constitutes a harmonious overall color, and diversity and unity are still the basic rules of color block processing and color tone formation. '

Tonal composition should be based on the content, graphics, effects, sub-color primary and secondary relations, namely the dominant color, set off color, embellishment color.

(1) dominant color. About 75% of the screen area. The high-purity hue is very eye-catching, and the visual attraction is strong and easy to become the dominant color; large-area color blocks are full of space, and the visual effect is large and easy to become the dominant color; the color of the main body image has special visual attraction. Easy to become the dominant color; the color of the center position affects the composition of the entire color, but also easily become the dominant color.

(2) Offset color. Accounted for about 20% of the screen area. The contrast of the color mainly depends on the comparison of various forms. The main forms include: contrast between dark and light colors with a large area (or dark colors) and a relatively small part with dark colors (or bright colors); The contrast between the cool (or warm) color of the area and the warm (or cool) part of the smaller part; the contrast between the grayish (or bright) and the smaller part of the brilliant (or grey) color; Concise and simple - use more complex colors (or simple colors) and simple colors (or complex colors) for comparison.

(3) Embellishment color. Accounted for about 5% of the screen area. The embellishment features striking, lively, and vivid features. In the middle of the game, the icing on the cake, the lean attention to the relationship between its position and area, can be used to embellish the dark (or dark) color in dark (or bright), warm (or cool) in cool (or warm), gray (or bright ) is decorated with bright colors (or gray).

The dominant colors, off-set colors, and embellishments appear in contrast to each other and depend on each other. Their relationship with the area is flexible and varied, with subtle transitional and magical dynamic processes. $Page break $

4 Visual and Functionality of Packaging Colors

The visual effect of color requires the internal unity of function and form to be achieved. Under the condition of organic integration between the two, the product content and sales strategy are displayed skillfully in color.

4.1 Identity

The implementation of the color scheme of the packaging should be matched with the color scheme of the corporate identity system or the brand identity system, and it has become an important factor in determining the differences between competing brands, such as enabling consumers to improve their color recognition capabilities and consolidate their memory. In the world famous film, Kodak's yellow, Fuji's green, Konica's blue, and Mitsubishi's red color are all used to expand the difference between each other and enhance their unique visual effects. Creating strong inducing and recognizing features, using color identification, and clearly differentiated packaging designs can enhance product features.

4.2 Image color

For some products, it is almost the same as the color of the package. It is because of the use of the image color as the main color of the package. Image color is mainly used in the packaging of food and beverages, such as orange juice, coffee, tea, etc., has a strong intuitive, easy to buy goods. Packaging colors have internal interdependence with commodity contents and quality characters. All kinds of products have deep-seated concept colors, custom colors, and imaginative colors in the minds of consumers. The visualization of colors directly affects the consumer's product content. determination.

4.3 Symbol color

The individuality of color and the characteristics of the product and the enterprise can be connected, and with the help of people's ideas, knowledge, and common colors, the colors that can be understood by the use of packaging and corporate image (logo) design are called symbolic colors. Special goods need to be marked with specific colors to attract consumers' attention and function to protect the goods and protect the interests of consumers.

Different kinds of products such as packaging in different colors Packing: Neutral, strong, and light in shampoo are distinguished by their chemical composition or efficacy in pink, pink, and green. Skin care products are suitable for neutral and oily. Differences in dry skin, but also use different colors for the corresponding color, but the location of the area should be standardized.

4.4 Perception

The color of the packaging design must be based on the laws of color science and various survey data to obtain the colors that meet the physiological perception conditions such as visibility, inspiration, readability, hobby, and interest. Unique and different color effects make packaging stand out in the competition of brands and diversification. Design with rigorous colors to distinguish different products. If the packaging pattern is used in parallel, a wave-like continuous pattern is created to achieve a strong visual effect. Such as canned carbonated beverage color design, from the image scale table can be found mostly biased to the soft color, especially in cool shades of green, green and blue to more easily cool the characteristics of refreshing drinks, and the use of red, orange and other warm colors Department of packaging, the main role is to emphasize the visual differences, to meet the consumer's color habits and psychology, enhance visual impact, and promote purchasing power.

4.5 Overallity

The quality of packaging design is ultimately reflected by color. First of all, we must deal with the overall relationship of a single package. We should pay attention to the continuous display effect of 4 or even 6 surfaces, and the visual effect of the distance. Also consider the impact of the shelf impact of the goods as they make a difference.

4.6 Commodity

In people's minds, different commodities have different color images. In the color name, there is a typical reflection, such as: named after the fruit - orange orange color, plum purple, pink, apple green, grape purple, lemon yellow, etc.; named after the plant - brown, brown, bean sand color , Liu green, tender grass color, rose red, turmeric gold, cyanine, etc.; named after the animals - parrot color, jaundice color, silver rat, rat gray, etc.; named after the metal mineral - rust red, silver ash, coal Black, golden, copper, bronze, copper green, sapphire blue, stone green, azurite, cobalt blue, etc.; others - sky blue, sea blue, skin color, etc.; the same color of natural products, a variety of industrial products, but also similar Situation.

4.7 Custom Tones for Major Categories

Electromechanical production: emphasizes science, practicality and efficiency. More stable, quiet, and earthy colors are used, and a slightly vibrant, solid color, such as red, black, and blue, gives a feeling of firmness and durability.

Apparel: Time style and suitability, with the exception of road goods and children's wear, they are all elegant and gray. Males show strong vitality, dexterity, and strength. Women, in harmony, have soft colors and soft women's beauty.

Food: Safe, natural and nutritious, with warm colors such as coffee, red, orange, yellow, yellow and green.

Cosmetics: skin care and beauty, use more elegant and elegant shades. Such as light red, light yellow, light blue, light green, light purple, pale gray, etc., see a touch of pink, giving a sense of health, elegance and fragrance.

Toys: interest and liveliness, with bright and lively colors, inter-color, complementary colors, contrast tones.

Drugs: safety and health, more neutral series, cool colors, giving people a sense of tranquility; blue, silver, giving a sense of security; light red, gold red, giving a sense of vitality, yang, The feeling of health and vitality.

Travel, sailing: happy, comfortable, more neutral series. Blue and green tone give people a safe and quiet comfort, while warm colors give people a warm and pleasant feeling. The customary color of ̈j products is determined by two aspects:

(1) Reflect the performance, use and color of the product itself;

(2) The buyer's use of the product considers and color perception. The tendency of the color of a commodity is an appropriate synthesis of the two - that is, it is in line with the performance and color of the commodity, and it can promote the goodwill and understanding of the commodity. This is to require designers to carefully study the feelings of color and find the right color language based on familiarity with product and consumption. The customary color is just that. "Coherence color" must be different in the same, highlighting the specific individual product's personality, but also need to find the most appropriate individual color and personalized color.

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4.8 Specificity

From the information theory point of view, the application of packaging color, one is to quickly transmit product information, the second is to prevent information on the market interference. For this reason, in the packaging design, it is sometimes possible to use unreasonable specific techniques for the impact of the shelf to expect to become the winner of the competition. This has led to the curiosity of consumers and the exclusion of other information disturbances. In design, the role of popular colors should not be underestimated.

The problem of color in packaging design is not a simple decoration and beautification, nor can it be a perfect design color with the so-called artistic means applied to the object. The essence of design color lies in the combination of design carrier and aesthetics. In design, function and aesthetics are two aspects of the same thing. Color no longer has an independent artistic style, but it only reflects aesthetic function in practical value. ”

5 Conclusion

Before the packaging design, the overall color planning should be made. Starting from the corporate standard color, the function of the commodity, the competitive color of the similar commodity in the market, the characteristics of the commodity's unique charm and the purpose of the plan, the use of the color aesthetic law shall be applied throughout. While using reason to control the effects of color, we do not ignore the perceptual cognitive experience of color. According to the designer's personal aesthetic experience, the resulting color perception explains the design and ultimately achieves the perfect color matching.

Wang Zhangwang Beijing Technology and Business University

Source: Packaging Engineering