area factor
Besides hue, lightness and purity, color area is an important factor that directly affects hue. The first consideration of color matching is the arrangement of large areas of colors, which has a long-distance visual effect on packaging and display. In addition, when the contrast between two colors is too strong, the area of one color can be enlarged or reduced without changing hue, purity and lightness.
visual identity
Visibility refers to the clarity of color matching levels. Good visibility is very important in visual communication design such as packaging and advertising. Visibility depends on the striking degree of the color itself on the one hand, and on the contrast between the colors on the other. In the advertising design, its principle and method are also introduced in detail, which can be used as a reference for the color design of packaging and decoration.
Emphasize color
Emphasis color is the key color in the overall tone, which combines area factor and visibility. Generally, lightness and uniformity are required to be higher than the surrounding colors, and the area is smaller than the surrounding colors, otherwise it will not play an emphasis role.
Interval color
The use of interval color refers to the use of another color in the middle of adjacent and contrasting colors, such as interval or * * *, which can strengthen coordination and weaken contrast. The interval color itself is mainly neutral black, white, gray, gold and silver. If there is a color interval, it is required that the interval color is quite different from the color separation in hue, lightness and purity.
Gradient color
Gradient is a gradual change in color, hue, brightness and purity. Gradient color has a harmonious and rich color effect, which is widely used in color processing of packaging.
contrast color
Contrast color is different from strong color matching, which is a color with similar area but contrasting hue and brightness. This color has a strong visual effect, so it is an advertisement.
Symbolic color
This is a kind of conceptual coloring that does not directly imitate the color characteristics of content, but is applied according to the common understanding of consumers. It is mainly used to express a certain spiritual attribute of a product or a certain brand concept. For example, the packaging of cigarettes in China has chosen the color symbolizing the Chinese nation-red.
Signal coloring
The logo color mentioned here is not the color of a trademark, but the color used to distinguish the packaging of different kinds or similar products. For example, different colors are used to distinguish the packaging colors of different components of the same brand of daily chemical products. In treatment, the area, shape and position should be changed.
Secondary color
Contrary to the emphasis color, it is an auxiliary color method to adjust the overall tone or emphasis color, which is used to strengthen the tone level and achieve rich color effects. In the design process, we should pay attention not to usurp the host's role and abuse it blindly.
First, the grasp of color skills
Color skills should be paid attention to from the following points: first, the relationship between color and packaging; The second is the contrast between color and color itself. These two points are the key points of color application.
(A), color and packaging care
Then, as a reference relationship between color and packaging, where should we start? Mainly through the color of external packaging can reveal or reflect the internal packaging items. People can basically perceive or associate what the inner packaging is by looking at the outer packaging. For this problem, the author has mentioned it many times in previous articles, but if we can go into the store to look at the goods, many goods fail to reflect this caring relationship. So that consumers can't think about what the packaged goods are from the outside to the inside. Of course, it will not play a positive role in promoting the sales of products. The color of normal outer packaging should grasp such a same feature in different degrees;
(1) From the perspective of the industry, food is usually expressed in the main colors of goose yellow and pink, giving people a warm and intimate feeling. Of course, many teas are green, many drinks are green and blue, many wines and cakes are red, and many children's foods are rose. The main colors of daily cosmetics are mostly rose red, pink, light green, light blue and dark brown, which highlights the warmth and elegance. Clothing, shoes and hats are mostly dark green, dark blue, brown or gray.
From the performance characteristics, as far as food is concerned, cakes and snacks are mostly golden yellow, yellow and light yellow, which gives people a fragrant feeling; Tea, beer and other drinks are mostly red or green, symbolizing the richness and fragrance of tea; Tomato juice and apple juice are mostly red, which shows the natural properties of this item. Although some packages don't look like the above-mentioned colors with similar commodity attributes from the main color, if the design of the package is written by experts, there must be a symbolic color block, color point, color line or concentrated content highlighted by this color on the picture on its outer packaging. This should be everyone's masterpiece. Many such examples can be found on some clothes, some cosmetics and even some wine packages.
(2) Color and color contrast.
In addition, the contrast between colors. This is the easiest thing to express but very difficult to grasp in many commodity packages. From the master's design, the wound effect of packaging is Chun Xue, on the contrary, it is the next Balinese. There is a popular saying in China's calligraphy and painting circles that it is impenetrable and enjoyable. It's actually a contrast. This contrast is very obvious and common in packaging design. Generally speaking, these comparisons include the following aspects: the depth of color application, the weight of color application, the point of color application, the complexity of color application, the elegance and vulgarity of color application, the contrast of color application and so on.
(1) Contrast between light and shade in color application. This is the most frequently used and widely used color in packaging design. It is common in many graphic designs (referring to posters, hanging pictures or situation binding). The so-called depth contrast should mean that two colors in the design color appear skillfully on a picture at the same time, resulting in a more harmonious perspective effect. Usually light-colored bedding is used in a large area, and dark composition is used on it, such as light yellow bedding, brown composition, or light yellow or white pattern lines are used in brown color blocks; It is also like using light green bedding; Dark green ingredients; Pink bedding; Big red composition; Light gray bedding; Black components of soap, such as light yellow bedding, use brown components, or use light yellow or white pattern lines in brown color blocks; It is also like using light green bedding; Dark green ingredients; Pink bedding; Big red composition; Light gray bedding; Soap black ingredients and so on. These are shades of color. In packaging design, we can use this form in some cosmetics packaging or some western wine packaging, especially in western Europe. Changyu wine in China, sausage in Shuanghui way and meat product packaging in CJ are mostly expressed in this form. This form of packaging is also common in Japan and Taiwan Province Province. Its visual effect is bright, concise, gentle and simple.
(2) Color contrast (or depth contrast) is also one of the important reproduction techniques in packaging color application. This light and heavy contrast often sets off a dignified and deep theme pattern with an elegant background color, or a dignified and deep theme pattern (mostly based on color block patterns). The theme and name of light and elegant packaging, as well as the trademark or advertising language. Conversely, a large area of dignified and deep pigments is also used to lay the foundation. In addition, some patterns are decorated with elegant colors or concentrated in a certain color block or combined. In this kind of light and heavy contrast, there are generally coordinated color contrast and cold and warm color contrast, and the method of coordinated color contrast is often light green to dark green; Light yellow to dark coffee; Pink is red, while the contrast between cool and warm colors is mostly black and white, red and blue.
(3) Point-to-surface ratio (or size contrast) of color application mainly refers to the contrast of pigments from a center or concentrated point to the whole picture in the design process of a packaging picture, that is, the contrast between a small-scale picture and a large-scale picture. In our daily life, especially in washing and cosmetic products, we can see that there is nothing clean in the whole area on the packaging box of a product, but there is a very obvious small square (or oval or small circle) in the middle, and then the theme of the brand and name of the packaging content is reflected from the picture of this small square, which is not only a combination of point and surface, but also a comparison between big and small, and occasionally a comparison from point to point.
(4) Comparison of complexity and simplicity in color application. We can see the unified 100 instant noodles. On their packaging bag, the lower part is a variety of miscellaneous instant noodles in kind, while on the top of its screen is the whole clean big green and red color, and then highlight the words "100", and then look at the cover of the 66th issue of Packaging World magazine (also called book packaging). It is very complicated to lay the foundation with large-scale straw photos, even the word packaging world is complicated, but the center of the front view shows a clean circular blank. It is marked "This print will expand its edition and increase its capacity in 2000" and "Welcome to subscribe to the local post office". It's so simple and simple, but it tells the ideological focus that magazines need to express independently most. I also saw a jiaozi bag and a seasoning bag in the store. The whole picture uses green, black and Huang San pigments, which are interwoven in one picture, just to show that the trademark is forced to be impatient, to show the name, and to show the pattern that sets off. The result is that because of the complex design in a large area, there is no hidden lining pattern of any practical significance, all the above subjects should be diluted and submerged, resulting in a psychological depression and boredom with this kind of packaging.
(5) The contrast between elegance and desire in color application is mainly to highlight vulgar characters and contrast elegance. This vulgar expression is accompanied by "dirty" color disorder and disorder (in fact, it is unique, and some western oil paintings pay great attention to this expression-modern abstract art). This composition either symbolically reveals the theme or serves the theme of "setting off the lotus". Make it a little red among the flowers. For example, on a packaging screen, there seems to be a mess of colors piled up, or accidentally thrown on it. Then quietly put it aside or clean up the theme of the pattern in a clever place. This is a very interesting thing. In addition to packaging, even book binding, advertisements, posters on posters and leisure columns on TV have tried this.
(6) Contrast of color application. This contrast is essentially the contrast effect formed by the differences of various pigments themselves. This contrast effect is usually manifested in the following aspects: contrast between light and shade (or contrast between yin and yang), like China's easy-to-fade map; Cold and warm contrast, such as the contrast between red and blue; Dynamic and static contrast, such as the contrast between elegant and calm background and lively and jumping patterns, characters: the contrast between light and heavy, such as the contrast between dark pigment and light pigment, and so on.
The contrast of these colors is only because a pattern needs to be expressed by the contrast of different colors, but this pigment is an indispensable object to form the whole packaging pattern elements, and some patterns are even ingenious combinations of different pigments. Therefore, in the process of studying packaging design, it is impossible to design a good packaging pattern without paying attention to the contrast between color and color itself.
When people's visual organs observe objects, in the first 20 seconds, color perception accounts for 80%, while its shape only accounts for 20%; Two minutes later, color accounts for 60% and modeling accounts for 40%; Five minutes later, 50-50. Subsequently, the impression of color remains in people's visual memory. The main color of good commodity packaging will be particularly eye-catching, which will induce consumers to think of beautiful and moving commodities through harmonious commodity packaging, thus generating the desire to buy. Therefore, enterprises should pay attention to the important role of color when designing commodity packaging, so that packaging designers can try their best to design colors that meet the identity of commodities and can quickly catch consumers' eyes, thus improving the competitiveness of enterprise commodities in sales. Smart commodity packaging designers use this effect to design personalized colors that can quickly catch consumers' eyes in the market to attract consumers' eyes.
Pay attention to the promotion of commodity packaging color to commodity sales
The color of commodity packaging will stimulate people's physiology and psychology. The ancients said that "looking at plums to quench thirst" was because people saw the bright and dripping colors of plums in paintings, which made people yearn psychologically and react physiologically. In food packaging, the use of bright colors such as pink, orange and orange can emphasize the fragrance, sweetness, taste and taste of food. Chocolate, cereal and other foods are mostly golden, red, brown and other warm colors, giving people a fresh, delicious and nutritious feeling. Tea packaging is green, giving people a fresh and healthy feeling. The packaging of cold drink food is blue and white, which has a sense of coolness and snow, and can highlight the freezing and hygiene of food. Tobacco and alcohol foods often use elegant and simple colors, giving people a sense of harmony. Only in this way can product packaging design be continuously improved to a new level and sublimated to a new level, and can it play an important and positive role in promoting commodity promotion under the conditions of market economy.
First, the usual color of packaging cartons.
Color will have a strong psychological reflection on consumers and make them have corresponding associations. This point should be fully considered when using colors. The following is an explanation of color idioms in common packaging cartons.
① Non-staple food cartons: bright and brisk colors are commonly used. For example, blue and white represent cleanliness, hygiene and coolness; Red, orange and yellow are sweet, fragrant and fresh. The simple and solemn composite color indicates the mellow and long history of wine. They are of great benefit to stimulating appetite.
② Cosmetic carton: Soft middle color is commonly used. For example, pink, pink and light rose are used to express fragrance, softness and nobility; For some male cosmetics, black is sometimes used to express their solemnity.
(3) Cartons for children's products: bright and dazzling solid colors or contrasting colors are often used to express liveliness.
4 medicine box: commonly used simple cold and warm colors. For example, green and cold gray indicate tranquility, anti-inflammation, pain relief, etc. ; Warm colors such as red, orange and yellow indicate nourishment, nutrition and excitement. Black means toxic; Red and black blocks indicate high toxicity, etc. ⑤ Textile carton: the hierarchical relationship of black, white and gray is commonly used, and the comparison is sought in reconciliation; Women's textiles mostly use bright and elegant colors.
Packaging color is based on people's association and habit of color, which is highly exaggerated and changed for novelty. The psychological function of color is complex, which often varies with different countries, regions, nationalities and religious beliefs.
Second, the emotional expression of different colors
Color is the result of different wavelengths of light producing visual effects, and there is no so-called "emotion". However, we live in an environment that impresses people with colors all the time. 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 their age, gender, experience, nationality and environment. Therefore, packaging and decoration design should fully consider the abstract expression law of different feelings of color, so that color can better reflect the attributes of goods, adapt to consumers' psychology and meet the needs of different consumption levels in the target market.
1. Cold and warm feeling of color
Red, orange and yellow are warm colors, which are easily associated with the sun and flames. , that is, to produce a sense of warmth; Cyan and blue are cool colors, which are easily associated with ice, snow, ocean and clear spring. That is, they have a cool feeling. There is also a set of cold and warm concepts, that is, the general color will tend to be cold when added to white, and will tend to be warm when added to black. For example, beverage packaging uses cool colors, while liquor packaging uses warm colors. Tone has the greatest influence on the cold and warm feeling of color.
2. Brightness and lightness of color
The lightness of color is mainly determined by the lightness of color. Generally, the light color with high lightness and cool tone feels lighter, and white is the lowest; Dark and warm colors with low lightness feel heavy, with black being the heaviest. The same brightness, high purity, light and color sense, while cool color is lighter than warm color. In decoration design, the lower part of the picture usually adopts low brightness and low purity color to show stability; For the packaging of children's products, it is advisable to use bright and high-purity colors, which has a light pleasure.
3. The sense of distance of color
Some colors on the same plane make people feel prominent and close, and some colors make people feel retired and far away. The sense of advance and retreat at this distance mainly depends on lightness and hue. Generally, warm colors are close and cool colors are far away. Bright colors are near and dark colors are far away; Solid color near, gray far; The bright color is near, and the fuzzy color is far away; The color with strong contrast is near, and the color with weak contrast is far away. Bright and clear warm colors help to highlight the theme: fuzzy and dark cool colors can set off the theme.
4. The taste of color
In food packaging, color plays an important role in causing the taste of food. When people see the red candy package, they will feel sweet; As soon as you see the light yellow color used on the cake, you will feel the taste of milk. Generally speaking, red, yellow and white are sweet; Green is sour; Black is bitter; White and green are salty; Yellow and beige smell of milk. Different flavors of food, using corresponding color packaging, can arouse consumers' desire to buy and achieve good results.
5. The sense of luxury and simplicity of color
Bright colors with high purity and lightness, such as red, orange and yellow, have a strong sense of brilliance, while calm colors with low purity and lightness, such as blue and green, are simple and elegant. The former can be used to package gifts and handicrafts; The latter can be used in medicine. At the same time, the number of hues also plays a role, with more hues appearing gorgeous and less hues appearing simple.
The above emotional effects of color can make packaging cartons more attractive, make typical features of products more prominent, and expand and promote commodity sales.
Third, the color design of carton packaging and decoration
The color design of carton packaging and decoration is attached to graphics, words and muscles, which not only requires beauty and generosity, but also meets people's aesthetic requirements and is highly coordinated with people's psychological feelings. Color design is mainly considered from the following aspects:
1. Tone
Tone is the general tendency and mood of color configuration on the screen, and it is the main tone of a group of colors, which has an absolute advantage in the whole screen. Packaging is required to stand out from the instant vision on the long-distance shelf and convey commodity information, which requires a strong sense of overall color coordination. Therefore, the key of packaging color design is tone design.
Tone design requirements should be consistent with the main functions of the product. For example, gifts should be packaged in red and orange tones, and other cold drinks should be packaged in cold tones.
Tone design should conform to the times, the likes and dislikes of different regions and nationalities, and adapt to this change and the trend of the times. For example, people in Islamic areas like green and avoid yellow; Tibetans regard white as a noble color and avoid light yellow and light green; Manchu people prefer yellow, purple, red and blue, and avoid using white. Color tone design should fully consider these traditional habits in order to make products popular. For export commodities, packaging design can only respect the customs of other countries or nations.
2. Contrast of colors
On the 12 color circle, two opposite colors are called contrast colors, and the hue brightness of these two colors is the biggest difference, which gives people a clear and strong sense of contrast. Only contrasting colors can correctly express the image. The comparison mainly includes the following three aspects:
Brightness contrast
Including the brightness contrast of the same hue and different hues, all need to be compared repeatedly to express accurately. Brightness contrast can enhance the bright pleasure. The stronger the contrast, the clearer the visual effect. On the contrary, the more blurred the visual effect.
Purity comparison
The same hue, the higher the purity, the brighter it is, and the lower the purity, the more turbid it is. Purity contrast can enhance the sense of richness.
picture contrast
This is the phenomenon of color deviation caused by different tones when two or more colors are juxtaposed or alternately changed, which can be divided into pro-color contrast, complementary color contrast and cold and warm contrast.
In the design of color contrast, we should make the contrast just right, make the picture gorgeous but not vulgar, flashy but not floating, and produce a harmonious aesthetic feeling.
3. Harmony of colors
On the twelve-color ring, two similar colors are called harmonious colors. The harmony of colors gives people a feeling of implication, richness, elegance, pleasure and comfort. The main reconciliation methods are:
Homogeneous color harmony
Refers to color combinations with the same color but different lightness, such as light green, bright green and dark green, or light red and dark red.
Approximate pitch sum
It refers to the coordination of different colors of the same ingredient, such as orange, vermilion and Huang Dou with yellow ingredients, which are easy to coordinate together.
4. The rhythm of color
Rhythm is an important factor that constitutes the sense of form of a picture, and there are many changes in the picture, such as strength, size, light and shade, rigidity, height, reality and so on. The alternating changes of these contradictory parties are not simple repetitions, but various forms of rhythmic movements, which are repetitive and developing, and all aspects restrict and promote each other, reflecting the harmony of nature. Judging from the picture effect, there are intense, stable, happy and melancholy. Various colors form an organic whole to reflect the same theme and blend in rhythm.
In color relations, contrast is the factor of change, and harmony is the factor of unity. The basic requirement of packaging color design is to deal with the relationship between change and unity, seek change in unity and unity in change, and the two complement each other. At the same time, the good color effect of packaging does not lie in the use of too many colors, but in the choice and cooperation of colors. Too many colors are easy to produce the feeling of "flowers", which is tacky.
Four, brand-name packaging carton design example
Marlboro cigarette case is dark red at the top and pure white at the bottom. The logo of Marlboro is striking black, and the top of the cigarette case is decorated with gold-plated Philip? 6? 1 logo of Morris Company; Two fine horses guarding a golden crown easily remind people of the masculine beauty of western cowboys, cater to men's psychological needs for freedom, roughness and strength, and give people a feeling of exquisiteness and luxury. In the endless stream of new cigarette products in China, the main colors of packaging are red and gold, such as Zhen Hong of Fupai, the sauce red of the best Yunyan, the magenta of Camellia, the pink of Aoguan and the dark red of Hongyun. ; There are also Hongtashan cigarettes, the dignified Hongtashan is tied with the product name, and the surrounding light clouds indicate the product characteristics; The fragrance is elegant and the aftertaste is endless.
The packaging box of Confucian family wine adopts the traditional color matching with blue background, red stripes and black characters, which not only highlights the sacredness of Confucian family wine, but also gives consumers a sense of reality and trust. The color of the bamboo-flavored green wine box is also modeled after the dark green design of bamboo. The cartons packed with liquid series in the Forbidden City are based on the dark blue commonly used in the Qing court and decorated with the dragon pattern, and the effect is excellent.
The yellow color on Kodak film box is easily associated with warm sunshine and golden sunshine, and the red mark is highlighted on the dark yellow background, which is extremely eye-catching and creative, bringing huge economic benefits. Fujifilm's green packaging easily reminds consumers of the layered green, lush, lush and refreshing combination design. The orange-red trademark is lined with fruit green background and white diagonal stripes, which feels very harmonious in strong contrast and has excellent visual effects.
Although there are not many color languages in Japanese Buyi series green tea packaging boxes, they are full of vitality and freshness through concise and bright color effects and appropriate lightness and color contrast. The packaging box design of oolong tea was changed from the usual color to black, which achieved good results after entering the international market. This is mainly because people are used to seeing dark green and brown tea packages, and suddenly a black package has become the visual center, which has aroused consumers' curiosity.
When people observe various external objects, the first thing that causes reflection is the color pole, which is the most sensitive and responsive visual information symbol among human visual elements. Attention to color accounts for about 80% of human vision, while attention to shape only accounts for about 20%. Color plays an important role in packaging and decoration design.
When people are in a shop, what attracts their attention and can attract their attention is nothing more than their impression of color, which is the most unforgettable.
(1) color classification; Colors are divided into four categories: primary colors, intermediate colors, composite colors and complementary colors.
Colors that cannot be decomposed in colors but can be mixed with other colors, such as red, yellow and blue, are primary colors, that is, three primary colors. A color that is a mixture of two primary colors is called an intermediate color. For example, red and yellow are orange, yellow and blue are green, and blue and red are purple. Multicolor is a kind of color modulated by two intermediate colors, such as orange replacing orange green with green and so on. Complementary color refers to a secondary color in the primary color, or a color that matches the composite hue. The above four colors are also called primary colors (primary colors), secondary colors (secondary colors) and tertiary colors (secondary colors) in turn, and secondary colors can also be called secondary colors.
② elements of color; The three elements refer to hue, purity and lightness of color. They have different properties.
Hue refers to the appearance characteristics and differences of colors. Because light waves with different wavelengths act on people's retina, people will have different color feelings. Hue refers to red, orange, yellow, green, cyan, blue and purple. Their wavelengths are different, among which red, orange and yellow light waves are longer, which has a strong influence on human vision. Blue, green and purple light waves are very short, and their influence is very weak. Hue mainly reflects the inherent color and cold and warm feeling of things.
Purity refers to the saturation of pigment. The purity of color reflects the sense of quantity of things, and the purity is different, that is, the high-purity color and the low-purity color show different sense of quantity of things. Red, orange, yellow, green, cyan, blue and purple have the highest purity. The purity of each color in the red series, such as orange, vermilion, pink and eosin, is lower than that of red, and the purity between them is also lightness, which refers to the degree of depth and lightness of colors. All colors have shades. This level is black, white and gray. Among the seven colors of red, orange, yellow, green, cyan, blue and purple, yellow, orange and green are the brightest, followed by red and cyan, and blue and purple are the darkest. The change of color brightness, that is, the change of depth, makes the color have a layered and three-dimensional sense.
③ The essence of color; Different colors, when their light waves act on people's retina, will make people feel different, so people will have different psychological reactions such as cold and warm, light and shade, light and weight, strength, distance, expansion and contraction when facing different colors.
Cool and warm colors. Green, blue and purple can give people a quiet, cool and cold feeling, while red, orange and yellow can give people a warm, warm and exciting feeling.
Between the cool color and the warm color, there is also a lukewarm intermediate color, such as yellow-green, blue-green on the color ring. There is also a hierarchical relationship between cool colors and warm colors. Some are cool colors, such as purple, lemon yellow and blue-purple, and some are warm colors, such as orange red, orange yellow and blue-green. The relationship between cold and warm comes from the contrast of hue.
The weight of color. Light and heavy color sense is the visual effect of hue saturation. The colors that feel heavy are all colors with high hue saturation, and those with low saturation feel light. Because the purity (saturation) value of color is different, its weight sense is also different. If the psychological weight of white is 100g, black is 187g, yellow is 1 13g, green is 133g, blue is 152g and purple is 155g.
The distance of color. The sense of far and near color is produced by the cold and warm relationship of color acting on people's visual experience. Generally cool colors give people a sense of distance. In nature, the blue mountains give people a sense of distance; Warm colors give people a sense of closeness.
The expansion and contraction of color. The extreme feeling of color expansion and contraction is visually produced by the different lightness of color. Generally, the swelling color is lighter and the shrinkage color is darker. Compared with gray, white is swollen. It is the lightness of color that reflects the sense of light and the size of things.
Cold and warm colors, light and heavy, far and near, swelling and shrinking, bright and dark, strong and weak not only explain the essence of color, but also reflect people's psychological and visual emotions, and there are differences. Feeling contrast. This color contrast has a strong visual effect and is very propaganda.
(4) color tone; The hue of color can arouse people's psychological activities and cause pleasure and beauty.
Red gives people a feeling of enthusiasm and joy. People use it to express information such as fire, life, vitality and danger.
The blue tone gives people a calm and broad feeling. People use it to express information such as the future, high technology and thinking.
The yellow tone gives people a warm and brisk feeling. People use it to show light and hope.