Long-term color design teaching and packaging design practice make us realize that the main problems to be solved in learning design colors are color contrast and color harmony. From the following summary and analysis of color contrast and harmony, we can prove the efficacy of color circle chart.
1, color contrast
Color contrast refers to the relationship between two or more colors, when they can be clear to each other in space or time. The key to color contrast is the elements of color contrast: hue contrast, lightness contrast, purity contrast, and cold and warm color contrast is also very important.
1. 1, tone contrast
Hue refers to the appearance name of color, which is the main basis for distinguishing colors and the main factor of color characteristics. Hue-based color matching is generally based on the color phase ring. According to the angle formed by the position of the color on the color phase ring, it can be divided into
(1) The same color is 5 degrees, such as monochromatic phase red plus black, white and gray as skin color, and monochromatic phase matching such as earth red and dark red;
② Adjacent colors are 30 degrees, such as the color matching between two adjacent colors: red, red-purple, purple, blue-purple, blue-green, green, yellow-green, yellow-orange, orange and red-orange;
③ The similar color is 60 degrees, and the sequential color matching among red, orange, yellow, green, blue and purple;
The color difference is 90 degrees, and the four colors of red, yellow, orange, green, blue and purple are in order;
⑤ Contrast color 1.20 degree red, yellow and blue color matching, orange, green and purple color matching;
⑥ Complementary colors 180 degrees red, green, blue, orange, yellow and purple.
In order not to conflict with other color books, the above five (2-6) color ring angles can be extended by 20 degrees, which belongs to this color matching. In short, the smaller the angle between two colors, the greater the color * * *. Conversely, the greater the angle between two colors, the stronger the color contrast and the weaker the harmony.
① Monochromatic phase: There is no hue difference, so the brightness contrast should be highlighted, and the brightness scale should be enlarged when matching colors;
(2) Adjacent colors: the hue difference is very small, the contrast is weak, the uniformity is extremely high, but it is easy to be monotonous, and the brightness level should be enlarged when matching colors;
3 Similar colors: the hue difference is obvious, the contrast is obvious, the colors alternate with each other and contain the same pigment, which is lively and energetic, unified, soft and clear, and the brightness level should be widened when matching colors;
④ Medium color difference: the hue difference is obvious, and the contrast is bright, lively, warm and full. Pay attention to the change of lightness and purity when matching colors;
⑤ Contrast color: The color difference is very obvious, the contrast effect is bright and strong, and it feels saturated, gorgeous, happy and active, but it is also easy to produce a sense of disharmony. Pay attention to the purity change when matching colors;
⑥ Complementary colors: The contrast relationship between one primary color and the other two primary colors is very different, and the contrast effect is strong, which is easy to produce dazzling, noisy and dramatic effects. Pay attention to the change of purity and area when matching colors.
1.2, lightness comparison
Brightness is the difference between light and dark colors, and only moderate brightness contrast will bring a sense of harmony. Brightness in color matching can be considered from high, medium, low-key, poor brightness and comprehensive factors. This is a supplement to the 12 color phase ring.
On the basis of the color phase ring, the lightness series is divided into 9 levels, the deepest is 1 and the brightest is 9, and it is divided into three lightness tones:
1-3 grade dark color constitutes a low lightness tone, which has a quiet, heavy and dull feeling;
The lightness tone in the composition of 4-6 lightness has a soft, stable and elegant feeling;
7-9 bright colors form a high-definition tone, which has a bright, gorgeous and clear feeling.
The intensity of brightness contrast depends on the span of color brightness difference.
Short tune: the lightness difference is less than 3, which has a subtle, hazy and subtle feeling.
Mid-tone: 4-5 lightness contrast, with a clear, refreshing and bright feeling.
Long tune: the lightness difference is more than 7 levels, with strong, exciting and jumping feeling.
Using more than 75% of the main area, we can form a variety of brightness contrast tones such as low short tone, low middle tone, low long tone, medium short tone, medium long tone, high short tone, high middle tone, high long tone and longest tone.
As far as all kinds of solid colors on the color ring are concerned, they all have different lightness. For example, yellow has the highest brightness, and a high-brightness color needs a lot of black to achieve low brightness. Purple has the lowest brightness, and it can only be achieved by adding a lot of white to the solid color with low brightness. Brightness contrast and color matching determine the visual effect of black-and-white contrast of packaging design colors.
1.3, purity comparison
Purity refers to the brightness of each color. Purity plays an important role in emphasizing the theme and creating various effects in color matching, and the color matching method based on the chromaticity difference between the two colors has the same important position as brightness contrast.
On the basis of the color phase ring, a pure color system of 12 grade can be established by mixing a pure color with a achromatic color gray with the same brightness, where 1 is gray and 12 is the purest. The strength of purity contrast depends on the difference of purity. The effect of purity comparison is not as obvious as that of lightness comparison. It is generally believed that the brightness contrast clarity of one stage is equal to the purity contrast clarity of three stages.
High-purity tone-the difference of more than 8 color levels constitutes high purity and strong contrast, resulting in a strong, bright and beautiful feeling.
Medium purity tone-the difference of 5-7 color levels constitutes the contrast of high school and medium purity, which produces a gentle, soft and quiet feeling;
Low-purity tone-the difference of less than 4 color levels constitutes a low-purity contrast, which produces a feeling of dirty, fuzzy and weak;
The purity contrast can be composed of fresh strong, fresh medium, fresh weak, medium, medium weak, gray strong, gray medium and gray weak.
High-purity color is irritating and impressive, and it is easy to get tired of making. Only with low-purity colors can it look exquisite, subtle and durable. High-purity color is easy to attract attention, which determines its most important position in packaging pictures, and the change of strength brought by the distance between vision should also be taken into account. The quality of purity contrast treatment directly affects the characteristics of commodity packaging.
1.4, cold and warm comparison
Judging from the function of color itself, red, orange and yellow can make people's heart beat faster and blood pressure rise, making people feel hot and dry. And blue, blue-purple, blue-green can lower people's blood pressure, slow down the heartbeat, and produce a cold feeling.
Orange is a warm polar color; Red and yellow are warm colors; Red-purple and yellow-green are neutral and slightly warmer colors; Blue is a cool color; Blue-green and blue-purple are cool colors; Purple and green are neutral and slightly cold colors. From the contrast point of view, the closer to the warm polar color, the warmer the color. The closer the color is to the cold pole, the colder it is.
The polar color contrast between cold and warm is the strongest contrast between cold and warm;
The contrast between cold pole and warm color, warm pole and cold color is a strong contrast between cold and warm;
Warm polar color, warm color and neutral slightly cool color, the contrast between cold polar color and neutral slightly warm color is medium contrast;
The contrast between two poles and warm color, cold pole and cold color, warm color and neutral slightly warm color, cold color and neutral slightly cold color, neutral slightly warm color and neutral slightly cold color is a weak contrast between cold and warm. The contrast between cold and warm determines the attributes of commodity packaging, which should be paid attention to.
Contrast leads to difference. Without contrast, packaging color design will have no spirit, and excessive contrast will make people see things in a blur. Therefore, when comparing colors, it is more important to give consideration to the harmony of colors.
2, color harmony
In the combination and configuration of colors, contrast and harmony are common phenomena, and there is a mutually exclusive and interdependent relationship between them.
Among the three factors of color matching, hue, lightness and purity, if there are two similar and close factors, a harmonious effect can be obtained; Whenever one factor is similar and close, and the other two factors have different degrees of change, they can be reconciled with certain changes; If the three factors are missing * * *, then it is difficult to achieve harmony in color matching. We should make use of the strong and weak relationship of color elements to achieve color harmony naturally and skillfully.
Strengthening the * * * factor in the color relationship can make the color collocation tend to be harmonious.
2. 1, same harmonic component
① Mix black, white or gray in the contrast of intense stimulation (including excessive stimulation of hue, lightness and purity) to change lightness and purity and weaken the contrast. The more you mix, the stronger the sense of harmony;
(2) In the contrast of intense stimulation, two or more parties mix the same primary color or the same intermediate color, so that the colors are intrinsically related and harmonious;
(3) In the contrast of intense stimulation, the two sides mix with each other, so that the colors of both sides are close to each other and achieve harmony, but in the process of mixing, it is necessary to prevent them from being too gray and dirty;
(4) In the contrast of intense stimulation, both sides * * * touch up the same color or both sides touch up each other to increase * * * to achieve harmony;
⑤ When the contrast of intense stimulation is incongruous or the color is fuzzy, draw it out with five colors of black, white, gray or glossy gold and silver and the same color line, so as to make it coherent, isolated and unified.
2.2, similar harmonic components:
(1) Brightness, or hue, or purity similar to harmony;
2 lightness and hue are similar and harmonious;
(3) Light and pure are similar and harmonious;
④ hue and purity are similar and harmonious;
⑤ Brightness is similar to hue and purity;
⑥ Brightness, hue, purity, white content, black content and color content of the tones separated by only 2-3 levels on the color ring, such as 5-30-60 degree color matching, can be similarly coordinated;
⑦ High-short tone, medium-short tone and low-short tone in lightness contrast, gray-weak contrast, fresh-weak contrast and medium-weak contrast in purity contrast, and color matching of similar colors in hue contrast can all form similar harmony.
2.3, order and harmony:
(1) Brightness sequence is harmonious, and pure color is white or black, which can form lightness gradient. The more grades, the stronger the sense of harmony;
(2) Harmony of tonal order. The hue order of red, orange, yellow, green, blue and purple, regardless of the high, medium and low purity order, can be realized in the hue-based order;
(3) the harmony of pure color order, the harmony of pure color order with the same color and brightness, and the harmony of pure color order with different brightness, that is, choosing a pure color mixed with a gray with the same or different brightness can also achieve harmony;
④ Complementary colors and contrast colors are harmonious, they are mixed with each other, and the complementary colors are added with white, gray and black respectively to form a harmonious order. The more grades, the stronger the sense of harmony.
2.4, the harmonious composition of complementary colors
① Enlarge the area of a color in the intense complementary color contrast, so as to occupy 80% of the advantages and achieve harmony;
(2) using the color matching method of separating complementary colors to reconcile;
③ The complementary color formula changes the brightness and purity of a color to achieve harmony;
④ The gradual change, mutual mixing and interval of complementary colors can achieve harmony.
2.5, the main area of harmony.
When the main area reaches 75%, the screen will form a main color based on the main area, which can achieve a harmonious effect.
(1) Color lightness balance and harmony areas are as follows:
Yellow: orange = 3: 4, yellow: red = 3: 6, yellow: green = 3: 6, yellow: blue = 3: 8.
Yellow: purple = 3: 9, orange: blue = 4: 6, red: green = 6: 6,
Yellow: red: blue = 3: 6: 8, orange: green: purple = 4: 6: 9.
(2) The balanced and harmonious areas of complementary color lightness are as follows:
Red: green = 1: 1, orange: blue = 1: 2, yellow: purple = 1: 3.
Eyes need full colors, and seven colors, three primary colors, black, white, gray and complementary colors are all full colors. When the coordination of complementary colors is handled well, the harmonious relationship of other colors will be solved.
3. Determine the color tone of packaging design
Tone in design chromatics refers to an overall concept of color composition tendency, that is, the overall color effect of all colors in packaging design works, which is a manifestation of the difference between tone and other tones. Generally, a main color picture, the main color accounts for about 75%, the background color accounts for about 20%, and the embellishment color accounts for about 5%.
3. 1, the type of tone
The formation of hue is composed of hue, lightness, purity, warmth, area and many other factors, among which the main factor plays a leading role and can be called a certain hue.
Bright colors: gorgeous and bright, mostly used for sports goods, toys, food packaging;
Bright color: clear and bright, suitable for all kinds of packaging;
Strong color tone: more vivid color tone, slightly turbid smell, used in various packaging;
Black tone: hard, deep and calm, which can be used in a variety of packaging designs;
Dark tone: Dark, heavy, stable and dark tones are often used in traditional product packaging design.
Deep tone: strong tone is deep, heavy and heavy, suitable for all kinds of packaging;
Dark gray tone: close to black, but with a sense of seriousness and delicacy, it should be used with caution in packaging design;
Medium gray tone: neutral, stable, withered, fuzzy, dignified, used with caution in packaging design;
Gray tone: subtle and delicate, which can be used in various packaging designs;
Light gray tone: deeper, simpler and simpler than pink tone, which is mostly used for industrial packaging;
Light tone: between pink and bright tone, hazy and implicit, mostly used in cosmetics and food packaging;
Pink tone: it contains more pink, soft and slender, and is mostly used for packaging children's products, underwear and sanitary products;
White tone: clear, transparent and modern, which can be used in almost any packaging design;
3.2, color composition method
The composition of color tone should be based on the relationship between color blocks, grasp the rhythm and rhythm of color, and arrange it skillfully and organically. According to a certain level and proportion, all colors are interrelated, interdependent and echo each other in an orderly and rhythmic manner, thus forming a harmonious color whole, while diversity and unity are still the basic rules of color block processing and color tone composition.
3.2. 1 color area
The difference in the number of colors, big or small, determines the hue tendency, and the hue area that highlights any lightness or purity factor undoubtedly emphasizes the hue tendency related to it. The same color, the larger the area, the more light and color, with higher visibility and stability. If the area is small, the amount of light and color is also weakened, and the visibility is low and the stability is small. In particular, many contrasting colors and complementary colors are not harmonious in themselves, but they are very harmonious after changing the area ratio.
Area contrast is also reflected in the division and application of color blocks. For example, if the equal complementary color is divided into many small strips, small pieces and dots, and then cross-arranged, its color effect is completely different from that of large-area juxtaposition.
It is generally believed that stronger colors can reduce the area, while weaker colors can expand the area, such as using an area relationship different from a harmonious proportion in composition. If you consciously take one color as the leading factor, you will achieve various infectious color matching effects.
3.2.2 Color balance and echo
Color blocks with different shapes in hue, lightness and purity are in different positions, giving people different "heavy feelings". The contrast between dark color and bright color is strong, and the warm color block feels heavier, lighter, fuzzy and weak. The cold color block feels lighter, the former should be in the reference center, and the latter can be a little farther away from the reference center. Attention should be paid to the balance and stability of the forces between the two in composition.
Any color block should not appear in the middle of the composition in isolation, it needs the same or similar color blocks to echo each other in up and down, front and back, left and right directions. And in the form of point, line and surface, it makes rich changes in density, realism and size.
3.2.3 Primary colors and two colors
Tone composition should be divided into primary and secondary colors according to content, graphics and effects, that is, main color, background color and embellishment color.
① The main color accounts for about 75% of the screen area. High-purity hue is very eye-catching and visually appealing, and it is easy to become the dominant color; A large area of color blocks is full of space, with great visual effect and easy to become the dominant color; The color of the main image has special visual appeal and is easy to become the dominant color; The middle color affects the composition of the whole color and easily becomes the main color.
② The background color accounts for about 20% of the screen area. Color contrast mainly depends on various forms, the main forms are: light and dark contrast-comparing a large area of bright color (or dark color) with a small part of dark color (or bright color); Cold and warm contrast-compare a large area of cold color (or warm color) with a small part of warm color (or cold color); Gray and bright background-contrast a large area of gray (or bright color) with a small part of bright color (or gray); Set off complexity and simplicity-more complex colors (or simple colors) and simple colors (or complex colors).
③ Decorative color, accounting for about 5% of the screen area. The decorative color is eye-catching, active and vivid. Attention should be paid to the relationship between their position and area in composition, and bright colors (or dark colors) can be dotted in dark colors (or bright colors). Cold colors (or warm colors) are dotted with warm colors (or cold colors); Gray (or bright color) is dotted with bright color (or gray).
Main colors, background colors and decorative colors appear in a way of mutual contrast and interdependence, and their relationship with area is flexible, rich and changeable, with a very subtle transformation and magical dynamic process.
Color gradient
Gradient refers to a continuous process in which one color changes to another color regularly and gradually according to a certain proportion. The gradual change of color in composition can make the contrast color tend to ease, show the light sense, level and distance, and highlight the key points. The types of gradient are hue gradient-adjacent color, similar color, medium difference color, contrast color and complementary color hue gradient; Brightness gradient-achromatic black, white, gray gradient, same color gradient; Purity gradient-gradient from solid color to gray, gradient of complementary color mixing, etc.
4. Visibility and functionality of packaging color.
The visual effect of color requires the internal unity of function and form, and under the condition of organic integration of the two, the product content and sales strategy are skillfully expressed in color.
4. 1, identifiability
The implementation of packaging color scheme should be coordinated with the color scheme of enterprise identification system or brand identification system, which becomes an important factor to determine the differences between competitive brands, such as improving consumers' color recognition ability and consolidating memory. Among the world-famous films, Kodak's yellow, Fuji's green, Konica's blue and Mitsubishi's red all use colors to expand differences and enhance unique visual functions. Creating strong attraction and identifiability, and using color identifiability to carry out clear and differentiated packaging design can strengthen product characteristics.
4.2, image color
Some goods can be known almost as soon as they see the color of the package, because the image color is the main color of the package. Image color is mainly used in the packaging of food and beverage, such as orange juice, coffee tea, etc., which is intuitive and convenient for shopping.
Packaging color is closely related to the content and quality of goods. All kinds of products have deep-rooted "concept color", "habit color" and "imagination color" in consumers' minds, and the visualization of color directly affects consumers' judgment of product content. Therefore, it is very important to implement image color strategy. For example, the fruit juice packaging design of Kolbis company in Japan clearly indicates that purple represents grape juice, yellow represents pineapple juice, and green represents guava juice or lemon juice, which clearly explains the content of the product. In the market, the color effect of coffee packaging design, on the scale of color image, focuses on red, brown, black and other colors symbolized by "warmth and intensity". In women's products, high-definition soft color is the usual "inherent color", which caters to the characteristics of gentleness and gentleness with a "soft and elegant" style. At the same time, in order to strengthen the difference, strong color matching is also adopted.
The so-called commodity image color refers to the inherent color of different commodities in people's impressions; Second, it refers to the colors or tones commonly used in the packaging of different types of goods, which can promote sales and facilitate use. Some colors will give people different tastes of ups and downs and produce different olfactory feelings. Such as dark brown, cream, dotted with a small amount of yellow-green is sweeter, which is the color that arouses appetite. Therefore, warm colors are generally used in food packaging. If you insist on designing biscuit packaging with gray-blue tone and designing lunch meat can stickers with silver-gray color to be "unconventional", it will inevitably lead to misunderstanding at first glance and bad feeling of loss of appetite after careful examination. An unmanned store in the United States found that meat sales declined because of the installation of new blue windows in the store. Blue and the warm color of meat mix together, making the meat look rotten. It can be seen that color plays an important role in the promotion of packaging design.
4.3, symbolic color
Color individuality can communicate the characteristics of products and enterprises. With the help of people's ideas, understanding and psychological association, as well as the design of packaging and corporate image (logo), such colors are called symbolic colors. Special commodities need to be marked with specific colors to attract consumers' attention and play a role in protecting commodities and protecting consumers' interests.
For example, different products are packaged in different colors: the neutral, thick and light colors of shampoo are pink purple, pink and pink green to distinguish the chemical composition or efficacy, and skin care products are suitable for neutral, oily and dry skin, so different colors should be used as the corresponding logo colors, but the area, shape and position should be standardized.
For example, the red color on the medicine package implies that it is a nourishing medicine, and the blue and green colors imply that it is an anti-inflammatory and heat-clearing medicine. Another example is blue and red, which symbolize cold and warm, can be used to symbolize the corporate image of electric fan factory and refrigeration equipment factory, and can be used as the standard color of enterprises. At present, the standard color and standard system of an enterprise or company that is widely used in the world are mostly symbolic colors. The standard colors of enterprises are monochrome, bicolor, tricolor and even more. Monochrome standard color is easy to produce a clear and strong impression, and the chromaticity should be saturated. For example, the logo of "Coca-Cola" only uses a set of red. Two-color standard color has strong personality, good applicability and the best visibility. For example, the logo of Pepsi is blue and red. Tri-color standard color is the most harmonious standard color, which can meet the visual requirements. For example, the logo of "fujifilm" is red, green and black, with green as the main color. When the same enterprise (company) has multiple products, it is necessary to formulate a set of standard colors and use the packaging design of series products. Using enterprise's standard color and standard color system can be different from similar products, thus improving the speed of transmitting product information. Sometimes you just need to see those colors to know what it is. This is because color is generally more recognizable than graphics and words, which can improve the visibility of enterprises and promote the sales of products.
4.4. Feeling
The color of packaging design must be based on the laws of chromatics and various survey data, and must meet the physiological perception conditions such as visibility, attraction, readability, hobby and interest. Unique and different color effects make packaging stand out in brand competition and diversified display, and distinguish products with different contents with strict color design. For example, the packaging patterns are juxtaposed at the same time, creating a wavy continuous pattern to achieve a strong visual effect. For example, the color design of canned carbonated drinks, from the image scale, can be found that most of them are soft color combinations, especially the cool colors such as green, green and blue are more likely to show the characteristics of refreshing and quenching thirst, while the main function of warm color packaging such as red and orange is to emphasize visual differences. Another example is that the packaging of canned beer is small in color image scale, so we can analyze the polarized color scheme: emphasizing traditional flavor, maintaining brand characteristics, using thick black, dark brown, navy blue and dark green; Emphasis will be placed on innovative lifestyles, and new consumers will be given colors such as red, gold, pink green and goose yellow to cater to consumers' color habits and psychology, enhance visual impact and promote purchasing power.
The composition of relational elements is very similar to the continuous pattern in pattern design. Repeated composition produces a simple sense of unity, the effect is stable and solemn, and repetition can leave a deep impression on the vision.
4.5. Integrity
The effect of packaging design is ultimately reflected by color. First of all, we should deal with the overall relationship of a single package, pay attention to the continuous display effect of four or even six sides, and the visual effect of distance. We should also consider the impression of "shelf influence of goods" and "doing something".
The color of packaging design should be as bright and concise as possible; Compared with color mixing, solid color has strong contrast and appears to have impact, and less color matching is more eye-catching than more color matching to reduce the adverse consequences of visual mixing; When you can use two colors, you don't need to use three colors. This kind of color application does not mean monotony and poverty, but is more thoughtful and refined, which can be concise and profound, leaving a deep impression on people.
4.6. Commodities
In people's impression, different goods have different color images, which are usually reflected in the color names, such as:
Named after fruits-orange, orange, plum purple, pink, apple green, grape purple, lemon yellow and so on.
Named after plants-brown, brown, red bean paste, willow green, tender grass color, rose red, golden blue, flower green and so on.
Named after animals-parrot color, oriole color, silver mouse color, mouse ash and so on.
Named after metal minerals-rust red, silver gray, coal black, gold, copper, bronze, patina, sapphire blue, stone green, azurite, cobalt blue, etc.
Others-sky blue, sea blue, skin color, etc.
The color of natural products is the same, so are all kinds of industrial products.
Customary colors for large commodities:
Mechanical and electrical products-scientific, practical and efficient. Use more stable, steady and simple colors, and add a little dynamic solid colors, such as red, black and blue, which gives people a firm and durable feeling.
Clothing-emphasizes fashion and suitability, except for staple food and children's clothes, all adopt elegant gray tones. Male, showing exuberant vitality, bold and bold; Women, on the other hand, set off gentle feminine beauty with harmonious and soft tones.
Food safety, natural nutrition, warm colors such as coffee, red, orange, yellow and yellow-green.
Cosmetics-skin care and beauty, with high-definition simple and elegant colors. Such as light red, light yellow, light blue, light green, light purple, light gray and so on. Seeing the faint pink gives people a healthy, elegant and fragrant feeling.
Toys-fun and lively, using bright and lively primary colors, intermediate colors, complementary colors and contrast tones.
Drugs-safe and healthy, mostly neutral series, cool color, giving people a sense of peace and tranquility; Blue and silver give a sense of security; Light red and golden red give people the feeling of vitality, yang, health and vitality.
What color to choose for sugar-coated tablets is considered with reference to the above colors. China has a deep-rooted habit:
Brown and red-nutrition and tonic drugs;
Blue or green-sedative, analgesic, hypnotic and antihypertensive drugs;
Yellow and light green-anti-inflammatory drugs, such as antitussive and expectorant, cool heat-clearing and antidote.
White insect repellent.
Travel and sailing-pleasant and comfortable, mostly neutral series. The colors of blue and green give people a safe and quiet comfort, while the warm colors give people a warm and pleasant feeling, etc.
The customary color of goods is determined by two aspects:
First, it reflects the performance, use and color of the goods themselves; Second, the buyer's consideration of commodity use and color perception; The color tendency of commodities is an appropriate combination of the two-that is, it conforms to the performance and color of commodities themselves and can promote the social goodwill and understanding of commodities. This requires designers to study the feelings of color carefully and find out the appropriate color language on the basis of being familiar with products and consumption. Habitual colors are just "* * * sexual colors". We must seek differences in similarity, highlight the personality of a specific commodity, and find the most suitable "personality color" and personalized tone.
4.7, specificity
From the perspective of information theory, the application of packaging color is to quickly convey product information and to prevent information interference in the market. Therefore, in packaging design, sometimes unreasonable special methods can be used for "shelf impact" in order to become the winner of the competition. If someone changes the box of "Oolong Tea" to black, it will get good results after entering the international market. This is mainly due to the sudden appearance of a black package in the tea package full of dark green and brown, which naturally becomes the visual center, thus arousing consumers' curiosity and excluding other information interference.
Popular colors in clothing affect the packaging of goods. For example, the packaging of high-end cosmetics in France adopts black and white, which is popular in the past, catering to the psychological state that young men and women like new trends, thus promoting the sales of cosmetics. In the future packaging design, the role of popular colors should not be underestimated.
To sum up, the ultimate solution of packaging design color is color matching. Color matching is to arrange more than two colors together, so that they can combine to produce new visual effects. Colors can't exist alone, and a certain color is bound to be influenced by other colors around. These colors are produced by mutual comparison and depend on each other. A single color has no distinction between beauty and ugliness. Only when two or more colors are compared with each other can the effect of beauty and ugliness appear. Color configuration forms various tone changes through various contrast and harmony techniques, which is the substantive technical realization means of packaging color design.
Conclusion: Before packaging design, the overall color planning should be done well. Starting from the standard color of the enterprise, the function of the product, the competitive color of similar products in the market, the unique charm of the product and the planning purpose, we should apply the aesthetic law of color, control the color effect with reason, and at the same time, don't ignore the perceptual cognitive experience of color, and design and explain according to the designer's personal aesthetic experience, so as to finally achieve the perfection of color matching.