The overall feeling of the package color is gorgeous or simple, are dependent on the total tone of the package color. The total hue is directly based on hue, brightness, purity of a color basic attributes to the specific embodiment. Such as bright tone, dark high, fresh tone, gray tone, cold tone, emphasize, weak tone, soft training, hard tone, heavy tone and so on.

In addition to hue, brightness, purity, color area size is an important factor that directly affects the tone. Color collocation first consider the arrangement of large-area color, large-area color in the packaging display has a long-distance visual effect. In addition, in the two color contrast is too strong, you can not change the hue, purity, brightness, and expand or reduce the area of one of the colors to reconcile.

Visual recognition is about the clarity of the color level. Good visual recognition in packaging, advertising and other visual communication design is very important. Visual recognition on the one hand, the eye-catching degree of color itself, on the other hand, to see the contrast between colors. The principles and methods are also described in detail in the advertisement design, which can be used to carry out the color design of packaging and decoration by referring to its content.

Emphasis on color is the focus of the total color in the color, is the area factor and the degree of visual recognition of the combination of color. Generally, it is required to be higher than the surrounding colors in terms of brightness and uniformity, and smaller than the surrounding colors in terms of area, otherwise it will not play a role in emphasizing.

The use of interval color refers to the adjacent and strongly contrasting different colors in the middle with another color such as interval or for **** with, can strengthen coordination, weaken the contrast. Interval color itself to neutral black, white, gray, gold, silver-based. Such as the use of colored spacing, the requirement of spacing color and the separation of the color in the hue, brightness, purity, there is a big difference.

The gradient is a gradual change of color, hue, brightness, purity can be gradual change. Gradient color has a harmonious and rich color effect, and is used more in the color treatment of packaging.

Contrasting color is different from emphasizing color, which is the use of color with similar area and contrasting hue and brightness, which has strong visual effect and thus has advertising.

This is not a direct imitation of the contents of the color characteristics, and according to the majority of consumers **** the same understanding of the application of a conceptual color. Mainly used for the performance of a certain spiritual attributes of the product or the performance of a certain brand idea. Such as the packaging of Chinese cigarettes has chosen to symbolize the color of the Chinese nation - red.

The logo color here is not the color of the trademark, but the color to distinguish between different kinds of different varieties of products or the same kind of color packaging. For example, different colors to differentiate between the same brand of daily-use chemicals of different components of the supplies of the packaging color. In processing, area, shape, location should be varied.

This is the opposite of the emphasis on color, is the total color or emphasis on color to play a role in moderating the auxiliary color method to strengthen the tone level, to achieve rich color effects. In the design process, we should pay attention to can't dominate, can't blindly abuse.

I, the grasp of color skills

Color skills should be noted from the following points: First, the color of the packaging with the illuminated relationship; second is the color and color of their own contrast. These two points are the key to the use of color.

(A), color and packaging of the illumination

So, as the color and packaging of the illumination of the relationship from where to talk about it? Mainly through the outer packaging color can reveal or reflect the inner packaging items. Make people look at the outer packaging can basically perceive or associate the inner packaging for what. For this issue, the author has repeatedly mentioned in the past articles, but if we can walk into the store to the cargo greeting on the first look, many products do not reflect to this kind of illumination relationship. So that consumers can not be from the surface to the inside to think of packaging items for what. Of course, it will not play a positive role in the promotion of product sales. The normal color of the outer packaging should be different degrees to grasp so the same characteristics;

(1) from the industry into the normal color of food products, its main color goose yellow, pink to express so that give a person a sense of warmth and closeness. Of course, one of the tea, with a lot of green, beverages, with a lot of green and orchid, alcohol, pastries with a lot of big red, children's food with a lot of rose, daily cosmetics class normal color with its main color more rose, pinkish white, light green, light orchid, dark brown, in order to highlight the warm and elegant sentiment, clothing, shoes and hats more dark green, dark orchid, brown or gray, in order to highlight the Clothing shoes and hats are mostly in dark green, dark blue, coffee or gray to highlight the beauty of calm and elegance.

From the performance characteristics, food alone, cake and confectionery class more gold, yellow, light yellow to give a person the impression of the fragrance of the people; tea, beer and other beverages more red or green class, symbolizing the tea of the rich and fragrant; tomato juice, apple juice more red, focusing on the natural attributes of the item. Although some packages from the main color to look not like the above mentioned with the commodity attributes of similar colors, but look carefully if the packaging design is from the pen of a connoisseur, then, in the picture of its packaging quasi have that point of view of the symbolic color block, color, color line or the color highlights the concentration of the content. This should be the masterpiece of everyone. Many examples of this can be found in the packaging of some clothing and some make-up, and even in the packaging of some wines.

(2) The contrasting relationship between color and color

Again, the contrasting relationship between color and color. This is a lot of goods packaging is the easiest to show yet very difficult to grasp the thing. In the design from the master, the wound effect of the packaging is Yangchunbaixue, and vice versa, is the lower part of the people. In Chinese calligraphy and painting is often popular so a word, called impermeable, sparse can run horses. In fact, it is a kind of contrast relationship. Performance in packaging design, this contrast relationship is very obvious, and very common. The so-called these contrasts, generally have the following aspects of the contrast: that is, the use of color depth contrast, the use of color contrast, the use of color point to face comparison, the use of color contrast, the use of color contrast, the use of color contrast, the use of color contrast contrast, and so on.

(1) the use of color contrast. This in the current packaging design of color on the most frequent, the use of the widest range. In a lot of graphic design (refers to posters, hanging painting class or situation binding class) very common. The so-called shades of contrast, should refer to the design of color shades of two colors at the same time cleverly appear in a picture, and produce a class of more coordinated perspective effect. Usually used such as a large area of light-colored pavement, and on it with dark-colored composition, such as yellowish pavement, with coffee-colored composition, or in the coffee-colored color block using yellowish or white pattern lines; also such as the use of light green pavement; dark green composition; pink pavement; red composition; light gray pavement; soapy black composition, such as light yellow pavement, with coffee-colored to composition, or In the coffee-colored color block using yellowish or white pattern lines; also such as the use of light green pavement; dark green composition; pink pavement; big red composition; light gray pavement; soap black composition and so on. These are the use of color shades of contrast, with this form of packaging design we can be in some cosmetic packaging or some Western wine packaging, especially in Western Europe, the most common wine packaging. China's Zhangyu wine and Shuanghui sausage and Xijie's meat packaging are mostly expressed in this form. This form of packaging is also common in Japan and South Korea Taiwan. The visual effect it shows is bright, simple, mild and plain.

(2) the use of light and heavy color contrast (or called depth contrast) which in the use of packaging color, is also one of the important reproduction techniques. This light and heavy contrast, often with a light and elegant background color set off the heavy and deep theme pattern, or in the heavy and deep theme pattern (mostly color block pattern is heavy). Expression of light and elegant packaging theme and name, as well as trademarks or advertising slogans and so on. In turn, there are also used a large area of heavy and deep pigmented pavement. Another light and elegant shades or focus a little bit of a color block or fully decorated with some patterns. In this light contrast, the general pigmentation has a coordinated color contrast and warm and cold color contrast, coordinated color contrast is often a light green to dark green; light yellow to dark coffee; pink to red, etc., and warm and cold color contrast is mostly black and white, red and blue.

(3) the use of color point-to-point comparison (or size contrast) this contrast, mainly in the design process of a packaging screen, the use of pigment from a central or centralized point to the overall picture of the contrast, i.e., a small range and a large range of contrast between the picture. In our daily life, especially in the detergent and cosmetic products, we can see a product box, the whole area of the clean and dry nothing, in the middle of the very centralized appearance of a very obvious heavy color of the small square (or oval or small round) and then from this small square of the screen to reflect the contents of the packaging of the brand and the name of the theme of the content, which is not only a combination of the point and the surface, and the big and the small. Contrast, and occasionally there is a gradual transition from point to and contrast.

(4) the use of color contrast between simple and complex. We can see the unified 100 instant noodles, their bags, the lower part of the instant noodles is every mixed physical pattern, but in the upper part of the picture is the whole of the clean big green and red color, and then very conspicuously highlight the word "100", and then look at the "Packaging World" magazine, issue 66 of the cover (also known as the book's packaging). With a large area of the grass woven object photos on the bottom, it seems very complicated and even the packaging world four words are complicated into it, but the center of the screen, showing a clean round color blank. In which marked "this publication will be expanded in 2000 to increase the capacity" "Welcome to your local post office subscription". Just so simple and simple, but the craftsmanship of independent of the magazine needs to express the idea of the center of gravity out. I have also seen in the store a dumpling bag and a seasoning bag the whole picture using green black and yellow pigment and intertwined in a picture, that is, want to show that the trademark was forced to show the name of the impatient, but also want to show the accompanying pattern, the result is that because of the large area of the complicated design does not have any practical significance of the dark lining pattern appeared, and the main body of the above should be described all Diluted, drowned great, resulting in this packaging in the human psyche a sense of depression and boredom, naturally also affects sales.

(5) the use of color contrast, mainly to highlight the word vulgar to contrast its elegance. And this vulgar way of expression, is to use the color "dirty" mess and disorder (actually unique, some Western painting is very much about this performance - that is, modern abstract art). This kind of composition is either a symbolic revelation of the theme, or a service for the theme of "setting off the lotus flowers". Make it a little red among the flowers. Such as in a packaging screen with no intention to look like a mess of color pile or throw a pile of paint on it. Then quietly aside or in which cleverly point out the theme of the pattern. It's a very interesting thing. Besides packaging, even book bindings, advertisements, posters on posters, and casual programs on TV have tried this.

(6) The use of color contrast contrast. This contrast contrast is essentially by a variety of pigments themselves are different from each other to form a contrast effect. This contrast effect is usually expressed in the following ways: the contrast of light and dark (or the contrast of yin and yang), such as the Chinese Yi light map; the contrast of warm and cold, such as the contrast of red and blue; the contrast of static and dynamic, such as the contrast of the background of the calm and elegant with the lively and chaotic pattern of the text: the contrast of the heavy and light, such as the contrast of the dark pigment with the light pigment and so on.

These color contrasts are entirely due to a pattern that needs to be expressed through the contrast of different colors, but this pigment is essential to the composition of the entire packaging pattern elements, some patterns, and even the clever combination of different pigments. Therefore, in the process of studying packaging design, if you do not pay attention to grasp the contrast between color and color itself, there is no way to talk about the design of a good packaging pattern to.

Human visual organs in the observation of the object, the first 20 seconds, the color feeling accounted for 80%, and its modeling only 20%; two minutes later, the color accounted for 60%, modeling accounted for 40%; five minutes later, each accounted for half. Subsequently, the impression of color continues to remain in one's visual memory. The main color of a good commodity packaging will be particularly eye-catching, inducing consumers through the color harmony of commodity packaging, associated with the commodity's exquisite moving outside, thus generating a desire to buy. Therefore, enterprises in the commodity packaging design, should pay attention to the important role of color, so that packaging designers in the design of commodity packaging color, try to design in line with the identity of the commodity can quickly catch the eye of the consumer's color, in order to improve the competitiveness of the enterprise's commodities in sales. Shrewd commodity packaging designers to take advantage of this effect, for the characteristics of the commodity itself, in the commodity packaging design in the market can quickly catch the eye of the consumer personalized color, in order to attract consumer attention.

Focus on the color of commodity packaging to promote the role of commodity sales

The color of commodity packaging will have a stimulating effect on human physiology and psychology. Ancient people said "looking at plums to quench their thirst", is because people see the bright plum color in the painting, so that people psychologically desire, physiological response. In food packaging, the use of bright and colorful pink, orange, orange and red colors can emphasize the aroma of food, sweet smell, taste and texture. Chocolate, cereals and other foods, more gold, red, coffee and other warm colors, giving people a fresh and delicious, nutritious feeling. Tea packaging with green color, giving people a fresh, healthy feeling. Cold drink food packaging, the use of blue and white with a sense of coolness, ice and snow, can highlight the frozen food and health. Alcohol and tobacco food commonly used elegant and simple hues, giving people a human nature to rely on Qi, the only way, the product packaging design can continue to improve the new level, sublimation to a certain new taste, in order to play an important role in the market economy under the conditions of the promotion of goods to promote the positive role.

One, the customary color of the carton

Color will produce a strong psychological reflection of consumers, so that they produce the appropriate associations, in the use of color should be fully taken into account, the following is a description of the customary color of the common packaging carton.

①Substantial food cartons: commonly used bright, light colors. Such as blue, white, clean, sanitary, cool, etc.; red, orange, yellow, sweet, fragrant, fresh, etc.; rustic, solemn compound color indicates that the mellow fragrance and long history of wine. They are all very helpful in promoting appetite.

② cosmetics cartons: commonly used soft middle color. Such as peach, pink, light rose red that aroma, soft, noble, etc.; for some men's cosmetics, sometimes with black to indicate its solemnity.

③Children's products cartons: commonly used bright and colorful solid colors or contrasting colors to indicate vividness, liveliness, etc..

④Pharmaceutical cartons: commonly used simple warm and cold colors. For example, green, cold gray color is used to show serenity, anti-inflammatory, pain relief, etc.; red, orange, yellow and other warm colors indicate nourishment, nutrition, excitement, etc.; black indicates toxicity; red and black blocks indicate toxicity, etc.; ⑤ textile cartons: commonly used in black, white, gray hierarchical relationship, seeking contrast in the reconciliation; women's textiles are often used in bright and elegant colors.

Packaging color is based on people's associations and habits of color, and a high degree of exaggeration and change, in order to seek new and different. The psychological effect of color is complex, and often with the country, region, ethnicity, religious beliefs and other differences.

Two, different colors of emotional performance

Color is the result of different wavelengths of light on the visual effects, there is no "feelings". However, we live in the environment all the time through the color to give people a deep impression. A large number of facts have proved that different colors can produce different psychological and physiological effects on people, and differ by people's age, gender, experience, nationality and environment. Therefore, packaging and decorative design should give full consideration to the abstract expression of different feelings of color law, so that the color can better reflect the attributes of the goods, to adapt to the psychology of consumers, to meet the needs of different levels of consumption in the target market.

1. Color warm and cold

Red, orange, yellow for the warm colors, easy to associate the sun, flame, etc., that is, to produce a sense of warmth; and green, blue for the cold colors, easy to associate with ice and snow, the sea, the spring, etc., that is, to produce a sense of coolness. There is also a group of cold and warm concept, that is, the general color will tend to join the white cold, add black will tend to warm. Such as beverage packaging, more cold colors, white wine packaging more warm colors. Color warm and cold feeling to the hue of the greatest impact.

2. The lightness of the color

The lightness of the color is mainly determined by the brightness of the color. Generally high brightness of light colors and hues of cold colors feel lighter, the lowest white; low brightness of dark colors and hues of warm colors feel heavy, of which black is the heaviest. Brightness is the same, high purity color feeling light, and cold colors and warm colors appear lighter than. In decorative design, the general picture of the lower part of the brightness, purity of low color to show stability; children's products packaging, it is appropriate to use brightness, purity of high color to have a sense of lightness.

3. Color distance

In the same plane of color, some people feel prominent, close to some, some people feel receding, far away. This sense of distance in and out of the main depends on the brightness and hue, generally warm color near, cold color far; bright color near, dark color far; pure color near, gray far; sharp color near, fuzzy color far; contrasting color near, contrasting weak color far. Sharp, clear warm colors are conducive to highlighting the theme: fuzzy, gray, cold colors can set off the theme.

4. Color sense of taste

In food packaging, the color caused by the taste of food has an important role. People see the red candy packaging, will feel the sweet taste; see the light yellow used in the cake, will feel the milk flavor. Generally speaking, red, yellow, white with a sweet taste; green with a sour taste; black with a bitter taste; white, green with a salty taste; yellow, beige with a milky flavor. Different tastes of food, using the corresponding color of the packaging, can stimulate the consumer's desire to buy, and achieve good results.

5. The color of the magnificent sense of simplicity

The purity and brightness of the higher distinctive colors, such as red, orange, yellow, etc. has a strong sense of magnificence, while the purity and brightness of the lower sedate colors, such as blue, green, etc. appears simple and elegant. The former can be used for gifts, crafts packaging; the latter can be used for pharmaceuticals. At the same time, the number of hues also plays a role, the hue of more gorgeous, less color appears simple.

The above emotional role of color can make the packaging carton more charming, can make the typical characteristics of the product more prominent, can expand and promote the sale of goods.

Third, the color design of carton packaging and decoration

The color design of carton packaging and decoration is dependent on graphics, text and muscle, not only requires beautiful, generous, to meet people's aesthetic requirements, but also should be highly coordinated with the psychological feelings of people. Color design is mainly from the following aspects to consider:

1. color tone

Tone is the picture of the color configuration of the total tendency, the total mood, is a group of colors of the main color, and in the whole picture occupies an absolute advantage. Packaging requirements at a distance from the shelf from a moment of visual prominence, to convey the commodity information, which requires a strong sense of the overall color tone to match. Therefore, the key to the color design of packaging, is the hue design.

Tone design requirements and the unity of the main function of the product, such as gift packaging should be red, orange and other cold drinks packaging should be cold.

Tone design requirements and the times, with different regions, different ethnic groups on the color of the taboo unity, to be able to adapt to this change, in line with the trend of the times, such as the Islamic diocese, like green avoid yellow; Tibetan white for the noble color and avoid using yellowish, green; Manchus love yellow, purple, red, blue, and avoid using white and so on. Color design should take full account of these traditional habits, in order to make the product is welcomed, for export commodities, packaging design can only respect the customs of other countries or other nationalities.

2. Color contrast

In the twelve hue ring, the two mutual top color is called the contrast color, its hue luminance difference is the largest, leaving people with a sharp, strong contrast feeling. Color only through the contrast, in order to correctly express the image. Contrast mainly includes the following three aspects:

Including the same hue and different hues of brightness contrast, need to be repeated through the comparison, in order to accurately express. Brightness contrast can strengthen the sense of brightness, the stronger the contrast, the clearer the visual effect, and vice versa, the more blurred the visual effect.

In the same color, the higher the purity, the more vivid, the lower the purity, the more muddy. The contrast in purity enhances the sense of intensity.

This is the juxtaposition of two or more colors or alternating variations, due to the different hue and color shift phenomenon, and can be divided into pro-color contrast, complementary color contrast and warm and cold contrast.

When designing the color contrast, we should make the contrast just right to make the picture colorful but not vulgar, flashy but not floating, and produce a harmonious sense of beauty.

3. Color harmony

In the twelve hue ring, the two similar colors are called harmonic colors. Color harmony gives a person a subtle, rich, elegant, pleasant, comfortable feeling. The main reconciliation method are:

Similar colors and

It refers to the same color and brightness of different colors with, such as light green, bright green, dark green with or light red, red, dark red with.

Approximate tone and

refers to the different colors containing *** with the same components of the match, such as orange, vermilion, yellow contain yellow components, with together easily coordinated.

4. Rhythm of color

Rhythm is an important factor in the composition of the picture of the sense of form, embodied in the picture there are many changes, such as strength and weakness, size, dark and light, rigid and soft, high and low, real and virtual, etc., these contradictory alternating between the two sides of the change, is not a simple repetition, but a variety of forms of rhythmic movement, which both repetition and development, all aspects of the mutual restraint, each other, embodying the natural harmony. It is both repetition and development, and all aspects are mutually restraining and advancing, reflecting the harmony of nature. In terms of picture effects, there are intense, smooth, happy, melancholy, and so on. The different colors, in order to reflect the same theme, form an organic whole, fused in the rhythm of the rhythm.

Color relationship, contrast is the factor of change, and reconciliation is the factor of unity. Packaging color design is the basic requirements to deal with the relationship between change and unity, in the unity of change, in the change for unity, both complement each other. At the same time, the color effect of the packaging does not lie in the color more, the key is in the color selection and coordination, with too much color is easy to produce a clutter over the "flower" feeling, seemingly cheesy.

Four, brand-name packaging carton design examples

Marlboro cigarettes box above the use of dark red, the lower part of the pure white, the trademark "Marlboro" with eye-catching black, decorated with gold stamping above the carton of Phillip Morris logo; the two ponies of the company's logo; the two ponies of the company's logo, the two ponies of the company's logo. Morris logo; two horses guarding a golden crown, easily reminiscent of the masculine beauty of the Western cowboys, catering to the men's freedom, ruggedness and strength of the psychological needs of the men, but also to give people a feeling of exquisite luxury. China's endless stream of new cigarette products, the main color of the packaging to red and gold-based, such as the Fu brand of red, the best cloud tobacco sauce red, red tea magenta, Ao Crown of pink, red cloud tobacco dark red and so on. There are also Red Pagoda Mountain cigarettes, with the staid red tower fastening the product name, surrounded by light clouds indicating the product characteristics; the fresh fragrance and lingering aftertaste.

The box of Kongfujia wine adopts the traditional color combination of red stripes and black characters on a blue background, which not only highlights the holiness of Kongfujia wine, but also gives consumers a sense of authenticity and trust. The color of the Bamboo Taste Green Liquor carton is also designed to imitate the dark green color of bamboo. The carton of the Forbidden City Liquor series packaging uses the dark green color commonly used in the Qing Dynasty court as the base color, decorated with a green dragon pattern, which is extremely effective.

The yellow color on the Kodak film box easily reminds people of the warm sun, the golden sun spirit uplifting, highlighting the red markings on the deep yellow background, exceptionally eye-catching, creative, and bring great economic benefits. Fujifilm's green packaging, easy to remind consumers of the layers of verdure, turquoise grasslands, rich grass show and relaxed, fruit green background, white diagonal strips lined with orange-red trademark combination design, in strong contrast and feel very harmonious, the visual effect is excellent.

Japanese green tea box, color language is not much, but through simple and bright color effects, the right brightness, color contrast, overflowing with a vibrant sense of freshness. Oolong tea box design a change in the past commonly used color and the use of black, into the international market to receive good results, which is mainly people are used to seeing the dark green and brown tea packaging, suddenly appeared in a black packaging to become the visual center, arousing the curiosity of consumers.

People observe a variety of objects in the outside world, the first cause of reflection is the color of the pole, it is the human body's visual elements, the most sensitive to visual stimuli, the fastest reaction to the visual information symbols. Attention to color accounts for about 80% of human vision, attention to shape only accounts for about 20%. Color has a pivotal role in packaging and decoration design.

People in the store, to attract their attention, and can attract their attention is no more than the impression produced by the color is the most memorable.

①The classification of color; color is divided into four categories: primary colors, intermediate colors, compound colors, and complementary colors.

In the color can no longer be decomposed, and can be blended with other colors of color, such as red, yellow, blue, that is, the primary colors, that is, the three primary colors. Mixed by the two primary colors blending color, called inter-color, such as red and yellow with orange, yellow and blue with green, blue and red with purple. Compound color, is modulated by the two intermediate colors from the color such as orange with green for orange-green and so on. Complementary color is one of the original color and then inter-color, or and compound color matching and now the color. The above four colors, in turn, called the first color (primary color), the second color (intermediate color), the third color (compound color), the compound color can also be called re-intermediate color.

②Three elements of color; three elements specifically refers to the color hue, purity, brightness. They have different properties.

The hue refers to the phase characteristics of the color and distinguish each other. Color due to different wavelengths of light waves acting on the human retina, people will produce different color feelings. Hue specifically refers to red, orange, yellow, green, cyan, blue, purple. Their wavelengths are different, of which red, orange, yellow light wave is longer, the human vision has a stronger impact. Blue, green, purple light wave is shorter, the impact is weak. Hue mainly reflects the inherent color of things and the sense of warmth and cold.

Purity, refers to the degree of saturation of pigment. The purity of color reflects the quantitative sense of things, different purity, that is, high purity of color and low purity of color to show the quantitative sense of things are different. Red, orange, yellow, green, cyan, blue, purple seven colors is the highest purity. In each color, such as red in the red family of orange, vermilion, peach, dawn red, the purity is lower than the red, the purity between them is also brightness, refers to the degree of darkness and lightness of the color shown. All colors have the difference between light and dark levels. This level is "black", "white", "gray". In the red, orange, yellow, green, cyan, blue, purple seven colors, the brightest brightness is the highest yellow, orange, green, followed by red, cyan again, the darkest is blue and purple. Changes in the brightness of the color, that is, the depth of the change, so that the color has a sense of hierarchy, the effect of three-dimensionality.

3 the nature of the color; color different, its light waves on the human retina so that people produce different feelings, so the face of different colors people will produce warm and cold, dark and light, heavy, strong and weak, near and far, expansion and contraction and other different psychological reactions.

Cold and warm colors. Green, blue, purple phase can give people a quiet, cool approximation of the cold feeling, while red, orange, yellow phase can give people a warm, warm, excited approximation of the warm feeling.

Between the cold colors, warm colors, there is also a give people not too cold and not too hot intermediate colors, such as hue ring on the yellow-green, blue-green. Warm and cold colors also have a hierarchical relationship, some are cold, such as purple red, lemon yellow, blue and purple, and some are warm, such as orange red, orange, blue green is warm. Warm and cold relationship in the hue of each other in the comparison produced.

Light and heavy colors. Light and heavy color sense is produced by the hue of the saturation of the high and low in the visual effect. Where the feeling of heavy color is high color saturation color, low saturation will feel light. Color hue due to the purity (saturation) value is different, the weight of its light sense of quantity is not the same. If the psychological feeling of the weight of white as 100 grams, black is 187 grams, yellow is 113 grams, green is 133 grams, blue is 152 grams, purple is 155 grams, gray is 155 grams, red is 158 grams.

Far and near colors. Far and near the sense of color is due to the color of the warm and cold relationship between the role of people's visual perception and produce. Generally cold colors give people a sense of distance. In nature, the blue mountains give people a feeling of distance; warm colors give people a sense of proximity.

Color expansion and contraction. Expansion and contraction of the sense of color polarity, is by the brightness of the color is different and visually produced. Generally, swelling color light, shrinking color dark. Gray white compared to white is a sense of expansion. It is the brightness of the color reflects the sense of light and the size of things.

Color in the cold and warm, light and heavy, far and near, swelling and shrinking, as well as color bright and dark, strong and weak, both the nature of the color, and cold and warm, etc. is also a reflection of people's psychological and visual emotions, is different. A kind of feeling contrast. This color contrast has a strong visual effect, extremely propaganda.

4 color tone; color tone can stimulate people's psychological activities and cause pleasure and a sense of beauty.

The red tone gives people a sense of enthusiasm and joy. People use it to express fire, life, vigor and danger and other information.

The blue color gives people a sense of calmness and broadness. People use it to show the future, high-tech, thinking and other information.

Yellow tone it gives people a warm, light feeling. People use it to show light, hope, lightness, attention and other information.

Green tone it gives people a fresh, calm feeling. People use it to show growth, life, safety and other information.

Orange tone it gives people a sense of excitement, maturity. It is a very popular color.

Purple tone it gives people elegant, noble feeling. People use it to express the information of long, deep, rational, noble and indifferent.

Black tone it gives people a noble, fashionable feeling. People use it to express the information of weight, hardness, male, industry and so on.

White tone it gives people a sense of purity and nobility. People use it to indicate clean, cold and other information.