Emotional expression of different colors in graphic design
Color is the result of visual effects of light with different wavelengths, and there is no such thing as "emotion". However, we live in an environment that impresses people all the time through colors. A large number of facts have proved that different colors can have different psychological and physiological effects on people, and they are different according to people's age, gender, experience, nationality and environment. Therefore, packaging and decoration design should fully consider the abstract expression law of colors with different feelings, so that colors can better reflect the attributes of goods, adapt to consumers' psychology and meet the needs of different consumption levels in the target market.
1. The sense of warmth and coldness of colors
Red, orange and yellow are warm colors, which are easy to associate with the sun, flames, etc., that is, they produce a sense of warmth; While cyan and blue are cool colors, which are easy to associate with ice, snow, ocean, clear spring, etc., that is, they have a cool feeling. In addition, there is a set of cold and warm concepts, that is, the general color will tend to be cold when it is added to white, and it will tend to be warm when it is added to black. Such as beverage packaging, multi-purpose cold color, liquor packaging multi-purpose warm color. The hue has the greatest influence on the cold and warm feeling of color.
2. the sense of color lightness
the sense of color lightness is mainly determined by the brightness of color. Generally, light colors with high lightness and cold hue feel lighter, and white is the lowest; Dark colors with low lightness and warm colors feel heavy, of which black is the heaviest. The same lightness, high purity and light color sense, while cool color is lighter than warm color. In the decoration design, the lower part of the picture is usually colored with low brightness and purity to show stability; For the packaging of children's products, it is advisable to use bright and high-purity colors to have a light pleasure.
3. Sense of distance of colors
Some colors on the same plane make people feel prominent and close, while others make people feel retired and far away. The sense of advance and retreat in this distance mainly depends on lightness and hue, generally warm colors are close and cool colors are far away; The bright color is near and the dark color is far away; Solid color near, gray far; Bright colors are close and fuzzy colors are far away; The color with strong contrast is close, and the color with weak contrast is far away. Bright and clear warm colors help to highlight the theme: fuzzy and gloomy cold colors can set off the theme.
4. Taste of color
Color plays an important role in food packaging. When people see the red candy package, they will feel sweet; As soon as you see the light yellow used on the cake, you will feel the smell of milk. Generally speaking, red, yellow and white are sweet; Green has a sour taste; Black has bitter taste; White and green are salty; Yellow and beige have milk fragrance. Different tastes of food, using the corresponding color packaging, can arouse consumers' desire to buy and achieve good results.
5. A sense of luxury and simplicity of colors
Bright colors with high purity and lightness, such as red, orange and yellow, have a strong sense of splendor, while calm colors with low purity and lightness, such as blue and green, appear simple and elegant. The former can be used for packaging gifts and handicrafts; The latter can be used in medicine. At the same time, the number of hue also plays a role, with more hue appearing gorgeous and less hue appearing simple.
The above emotional effects of colors can make the packaging cartons more attractive, make the typical features of products more prominent, and expand and promote the sales of goods.
Extended reading
Santayana said, "If the Parthenon in Greece is not marble, the crown is not gold, the stars will not shine, and the sea is silent, what is beautiful?" It can be seen that color, with its unique charm, has brought about earth-shaking changes in people's lifestyles and consumption concepts, making many impossibilities become beautiful realities. It is precisely because of the participation of color that we have a surprise and colorful visual experience and life.
first, the concept of color
color is life. The so-called color concept of graphic design refers to the color concept that can lead the public to feel in graphic design, and can bring pleasant mood to people's senses. This color concept can subtly strengthen unusual design ideas and is also one of the most lasting spiritual sources. It mainly includes the "free" color view of color selection and the "concise" color view with visual impact. Its formation, relying on local cultural characteristics, touches people's inner world through the expression of color, and combines modern design concepts to sublimate into artistic aesthetic feelings. With the requirements of modern design, this color concept is interspersed among them, which not only conforms to the development of history, but also enhances the characteristics of the brand and continues.
second, the concept of "freedom" and "conciseness" in modern graphic design
(1) the freedom of color selection and expression
We like to dress up our lives with colors, because colors have strong visual impact, which makes people easy to identify, produce strong psychological reactions and have strong subjectivity. The concept of free color is based on the principle of "freedom" and encourages the development of personality. In this era of rapid global information, designers, as leaders in the design movement, seek and discover appropriate colors in modern society, get inspiration from them, skillfully use colors to please consumers' eyes and express the beauty of colors in the times. It can be said that they are actually color shapers and managers. Due to the freedom of color selection and use, in recent years, from shopping malls and exhibition halls to beautifully printed magazines, newspapers, product user manuals, outdoor billboards and Internet advertising, some colors have been used boldly, and many unique visual combinations have emerged, resulting in new ideas. After consumers experience these colors, they stimulate people's visual nerves, arouse people's memories, and provide a broader space for design.
Aristotle, an ancient Greek philosopher, once pointed out: "All kinds of art are imitations of the real world", and they show their thoughts mainly by simulating life, which is the meaning of expressing "freedom" by color. Mondriaan pays more attention to color expression. His work "Composition" uses pure red, yellow and blue primary colors to form a picture, which has a strong visual impact and uses intense pure colors to express their subjective feelings in their inner world. He opposes the use of curves, advocates the beauty of straight lines and right angles, and the picture has no volume. However, through the reorganization of colors, the picture has a "colorful and colorful, harmonious and charming" color artistic conception, and the "pure" spiritual world "is expressed in abstract color language, which is a successful example of the" free "color concept.
(II) Visual impact brought by "simplicity"
Since the concept of "simplicity" was established by Bauhaus School of Design, it has laid the conceptual foundation of modernist design and has been widely followed by the society. The "concise" design is to remove redundant elements, and its purpose is to make the content stand out and become the focus. In the design of modern print advertisements, through the concise and unique color language of commodities and the correct use of color marketing, enterprises can quickly gain the commanding heights in market competition, quickly open up markets, and thus establish a good corporate image. The Logo of Coca-Cola Company adopted a new Chinese logo for the first time when it entered the China market. In the new Chinese logo, dark red arc lines are added to the red background, which increases the movement and depth of red, skillfully exerts the charm of color and produces the perspective effect of multi-dimensional space. At the same time, the white trademark is covered with a layer of silver border, which is more clear and eye-catching. Red increases the added value of products, has strong regional and national characteristics, invisibly brings consumers closer to the product, and also enhances the aesthetic taste and corporate culture of the product itself. This is the expression direction pursued by the "concise" color concept. More and more, we find that in today's era of high information rhythm, the tension of simple color expression in graphic design is the most intelligent form and the most powerful weapon to interpret today's modern society.
Third, the value orientation of the color concept of modern graphic design
"Red, orange, yellow, green, blue and purple, who is dancing with color training?" There is no doubt that color plays an important role in the strong aesthetic demand and creates immeasurable economic benefits in various fields. We should keep abreast of the development trends of the world's multiculturalism and grasp the concept of color in order to better serve the people and improve their quality of life. From the market point of view, the design industry is a kind of service industry, which leads consumption while solving life problems, which is the highest value reflected by the color concept.
As a popular visual language, color design is not only an aesthetic art to express personal preferences, but also a convenient and practical art. It can be said that practicality and artistry can coexist in design. As a design element, color is closely related to the public's psychological reaction. It can give people emotional feelings such as gorgeous, elegant and gloomy intuitively, and has special appeal in advertising design. Designers should mobilize all the color elements to make them fit in with the overall visual atmosphere and promote the transmission of commodity information. It can be said that it directly affects the direct factors of commodity promotion and brand building, and is an effective means to stimulate consumption. ;